Eleni ONeill
She/her
A multidisciplinary designer focused on thoughtful work, and ideas that make people feel, question, or connect; always aiming for clarity over noise, and originality over the obvious.
She/her
Gen-z and millennials are done with empty gestures, hollow apologies, and unchecked privilege. They are the act-ers, the do-ers, the ones who aren’t afraid to name privilege, challenge it, and change it.
Excused gives gen-z and millenials the tools they need to call it out. This brand is about heroing the consumer, and facilitating their courageous and non-apologetic voices. It starts with a streetwear brand that actively and ironically calls privilege, and it ends up as a global movement.
Paper maps are increasingly becoming less used. For gen-z especially, space has become transactional; simply getting from A to B. Many don’t feel learning to read a paper map is necessary when 5G exists. ‘Pitcure This’ provides gen-z with scenarios that make learning to read maps exciting but, more importantly, necessary, as well as a QR code which leads directly to Ordnance Survey’s ‘Free Map Reading Guides’ webpage.
In response to D&AD’s Christopher Ward brief 2025.
Gen-z is the most connected generation in history — learning, building, making and breaking rules. But they rarely pause to take it all in. Moments are shared with social media, experiences are viewed through a camera lens. They’re a generation that want to do so much and see so much that sometimes they forget how amazing the moment they’re living in is.
Take a Minute is a campaign that does not ask gen-z to slow down, but rather to celebrate the moment they are living in. No performance, no likes, no comments, just presence.
By connecting each gen-z persona (e.g. adventurer, gamer, socialte) to a Christopher Ward watch, this campaign crafts personalised, unexpected moments of connection that encourage gen-z to utilise their timepieces to appreciate the moment they’re living in.
