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- Fiadh Maguire
Fiadh
Maguire
Break Tradition
Break Tradition is an awareness campaign exposing sexism in elite women’s sport. Despite decades of supposed progress, women athletes are still underpaid, undervalued, and often judged more for their looks than their achievements. The aim of this campaign is to challenge those outdated views and prompt viewers to reflect on the inequality that persists.
The visual style draws from classic pin-up imagery, bold, stylized, and deliberately gendered – to highlight how female athletes are still objectified today. By adopting this aesthetic, the design critiques it from the inside, using familiar visuals to question harmful norms. Sepia tones, black and white photos, and vintage-inspired shapes reinforce the message: these biases aren’t behind us, they’re still deeply rooted in how we see and treat women in sport. The contrast between the retro style and the modern subject matter makes the viewer ask: why are we still stuck in the past?
U-TURN: Turning E-Waste into Environmental Impact
E-Waste (discarded electronics like phones, computers, and TVs) is a rapidly growing global problem, with over 50 million tons generated annually and only 22.3% formally recycled. U-TURN is a recycling initiative designed not just to tackle this issue functionally, but visually and emotionally. Every element of U-TURN’s design strategy is crafted to build trust and engage communities in responsible disposal.
The identity system, spanning posters, vehicle livery, social media content, collection-day signage, certificates, and reward plaques uses clear, accessible visual language to reinforce transparency and professionalism. Bold graphics and clean typography signal security and reliability, essential when handling sensitive devices. Friendly, community-centric imagery encourages participation, while colour palettes inspired by nature highlight the project’s environmental impact.
This multi-platform design approach transforms U-TURN from a recycling service into a movement. It positions e-waste disposal as a visible, rewarding, and community-enhancing act, building credibility with every touchpoint.
This project was completed in collaboration with Brianna Garrihy and Katie Collins.
Change Your Perspective
This animation project is a response to the Creative Conscience Awards brief, which invites digital moving image work inspired by the 2015 conversation between Sir Ken Robinson and Dan Burgess. It is a 2D animation over live-action footage that reflects on humanity’s relationship with the planet. Robinson’s message challenges the belief that we are the planet’s saviors, suggesting instead that the earth will outlive us, it is we who need saving.
Using simple, unstaged visuals of the natural world, my animation overlays Robinson’s narration with expressive illustrations that echo his insights. The aim is to highlight the beauty we often overlook and remind viewers of their place within, not above nature. The tone is thoughtful, not alarmist, inviting reflection rather than guilt.
The project aligns with Creative Conscience’s mission by using creativity as a force for positive change. It hopes to reconnect people with the simple beauty of Earth, motivating them to act not just to ‘save the planet’, but to preserve the lives we cherish.