was this a bad bluff or I got unlucky that villain had...

Mostly 3bet pre.
I don't know what the flop bet accomplishes in a 3way-pot.
Raise bigger OTT or fold as played. Flat calling a check/call - donk line 3 way is not my thing too. It looks quite strong.
River size doesn't make sense. You block the nuts and the straight, so this is an overbetting spot. Anything between 1.5-2x pot is ok. Your line looks pretty strong too, I don't think villain should be bluff-catching the river light. A small bet allows him to defend wider.

I like the Flop bluff bet in position. But, you have to bluff a full pot bet to maximize the chances of eliciting the desired folds. There is no reason to raise the Turn with your nuts Ace high flush draw. Just call the modest 7 BB bet. If you hit the flush, Villain may bet before you and you have a great River raise opportunity. I NEVER bluff the River. Other winning players do. But, I doubt that River bluffing is EV positive. You don’t need this hand. Check/Fold, give up this loser at the River, and try to make money with another hand.

First of all what were the table dynamics? Your table image?
Is that call with AJo your standard call co vs mp? As zetozinho said 3bet/fold maybe is better then call (with a pfr of 14 I suppose that the opener had a narrow range from that position; looking at the 3bet stats players behind you could have squeeze with high probability).
With which ranges do you think your opponents arrive at the flop?
In short, what's your thinking process?
Without any futher informations the only advises one could give are the gto actions (with the help of a solver maybe) or the exploitative ones based on the usual mistakes the players of your stake make.
As played, I think that bluffing with nut flush bloker is usually fine if you suppose your opponents are able to fold worst flushes, if is that the case I would have bet pot or something like that on turn to overbet or shove on the river.

Table image on NL2 seems not importent, but for a NL2 table the stats of most players are decent. Maybe a good idea to try to play a table with more fish in it. 3betting Ajo would be my standard line, but on the turn I would check behind multi way. No need to blow up the pot multi way with 2 over cards and a backdoor flush draw. On the turn i would just call against a 1/3 pot bet and if you want to raise you should make at least 21bb with the intention to shove the river for value or as bluff.

Cheers,
SDK1987