60 Seconds with Elizabeth Heaney

Tell us about your role and your organisation.
I’m the Co-Founder and Creative Director of SQUINT Creative, a Belfast-based CGI and creative studio specialising in next-gen visuals, from hyper-realistic CGI and animation to Augmented Reality campaigns that stop people scrolling. We’re a small but mighty team of four, so I wear a lot of different hats, from creative direction and concept development to client relationships, project planning, and team growth. We work with brands across sectors like beauty, retail, and hospitality, helping them tell stories that stand out in an increasingly digital world.

Give us a brief overview of your career journey so far.
I studied Design at university in 2011 and spent my placement year working in the public sector as a Graphic Design student with the Department for Regional Development. During that time, I was also really involved in the local music scene in Derry, shooting gig photography and designing album covers, which gave me an early love for creative storytelling. After graduating, I worked across a mix of creative roles, from a local music studio and coffee shop to in-house design in a corporate setting and eventually leading a creative team. In 2020, I decided I wanted something more and took the leap to start SQUINT Creative. What began as a small design and content studio has grown into a CGI and motion agency working with incredible brands across retail, hospitality, and beauty. It’s been a huge learning curve, moving from full-time employment into entrepreneurship, but also the most rewarding step I’ve taken. Over the years, I’ve gone from creating content myself to leading a small, talented team and shaping the direction of the business as we continue to grow.

What is one skill that helps you most in your role and why?
Adaptability.
Running a small creative studio means no two days are ever the same. One minute I’m directing a CGI shoot, the next I’m managing projects, mentoring the team, or meeting clients. Being adaptable helps me stay calm when things change (which they often do!) and keeps the creative process moving forward. It’s also allowed me to grow with the business, learning new skills, taking on new challenges, and wearing whatever hat the day requires.

What advice do you have for women in your industry?
My biggest advice would be: back yourself, even when you’re figuring it out as you go.
In the creative industry, things move fast and there’s rarely a perfect moment to start, whether that’s launching a business, pitching an idea, or trying something new. You learn the most by doing.
Also, don’t be afraid to take up space. Creative roles can sometimes feel competitive or male-dominated, but your perspective is what makes your work different. Surround yourself with people who inspire you, keep learning, and remember that progress is just as important as perfection.
My personal mantra is simple: start before you’re ready, and stay curious.

Are there any exciting plans in the year ahead for your organisation?
Yes! It’s a really exciting time for us at SQUINT Creative. We’ve grown our team this year and are continuing to expand our CGI and FOOH (Fake Out of Home) services, working with brands that want to push boundaries in digital advertising.
We’re also developing a new 3D visualisation product that will bring interactive experiences into the design world, something we’re really passionate about and see huge potential in.
It feels like a big year of growth and experimentation ahead, and I’m excited to see where it takes us.

Who has been your biggest career inspiration and why?
My biggest career inspiration has always been my late mammy. We work in very different fields. She worked as a carer, and her work ethic, dedication, and genuine way with people have been invaluable lessons to me. Watching how she approached everything with kindness and commitment taught me that success isn’t just about talent, it’s about how you treat people and the effort you put in every single day.

If you had to pick your soundtrack song to get you through the working day, what would it be?
“Busy Earnin’” by Jungle.
It’s my go-to soundtrack for every big win in life. When I quit my job, I danced around the kitchen to it. When we landed our first huge pitch, we blasted it in the car on the way home. It was even our entrance song on my wedding day. It just sums up that feeling of working hard, backing yourself, and celebrating the moments that make it all worth it.

How can members connect with you?
I’m always up for connecting with other creatives and business owners! The best place to reach me is on LinkedIn, just search Elizabeth Heaney, SQUINT Creative. You can also check out our work and get in touch through our website at www.squintcreative.com
Always happy to chat, share ideas, or collaborate on something creative.