Black excellence isn’t limited to February. It’s 365 days a year. Reel 360 News’ Reel Black List is a commitment to recognizing the impact of Black voices in advertising, film, TV, music, radio, and media every single day of the year. In a time when DEI initiatives are being challenged and progress is at risk, it’s more important than ever to amplify the voices and contributions of Black creatives, leaders, and innovators who shape our industry. Today, we feature multifaceted Producer and Project Manager, Ayana O’Neal.
Ayana O’Neal is a seasoned Integrated Producer and Project Manager who knows that bold storytelling isn’t just about entertainment – it’s about sparking connections, creating waves, and leaving a lasting impact.
As a Seattle native, Ayana brings a fresh perspective and a deep appreciation for creativity and collaboration to every project. With a background at agencies like VaynerMedia, 19th & Park and Ten35, Ayana has had the privilege of working alongside incredible teams to bring bold ideas to life for clients across industries.
Now at GLOW digital marketing and social media agency, Ayana leads the partnership with NBCU Launch – an account whose programs are dedicated to curating, nurturing, and elevating the next generation of creative talent; both in front of and behind the camera. Ayana also leads the NBA account, where teamwork and creative problem solving are key to delivering memorable campaigns.
Ayana thrives on the adrenaline of teamwork, pushing boundaries, and bringing powerful creativity to life. But it’s not just about the work, it’s about forging connections. Ayana is all about building lasting relationships, leveling up partnerships, and finding fresh ways to innovate and grow.
Let’s meet Ayana!
What’s your Origin Story?
I’m from Seattle, Washington, the firstborn of three, raised by two incredible parents, Robert and Katherine.
Growing up, soccer was my thing, and I had the privilege of playing for club, state, and regional teams. My passion for the game eventually led to college recruitment, and a signed National Letter of Intent with Washington State University; the same school where my dad played football and my mom ran track (Go Cougs).
I transferred to the University of Oklahoma to continue my soccer journey and graduated in 2017. In 2019, I made the big move to New York with the hope of exploring new opportunities and seeing where life would take me.
In 2020, I made my way into the advertising agency world, and since then, I’ve been constantly learning and evolving. It’s been a fulfilling journey, and I’m thankful for the experiences and the people I’ve met along the way who have helped me get to where I am today.
What did you want to be as a kid?
I wanted to be the first woman to play in the UEFA Champions League – breaking ankles and glass ceilings at the same time. Sadly, the scouts must’ve lost my number, but in an alternate universe, I’m out there scoring screamers and making history. Their loss, really 😉⚽🔥
How did you choose your career path?
I’d like to think my career found me! I did a semester-long program called CITYterm at The Master’s School in Dobbs Ferry, NY. During that life-changing experience, everything just clicked. It completely expanded my view on creativity and self-expression. The curriculum was a whole new level; challenging and eye-opening, sparking my love for what’s possible when you think outside the box.
Living in New York during that time was a whirlwind of experiences from catching Sleep No More and Fuerza Bruta, to diving into the city’s art, fashion, food, and culture. It was the ultimate playground for creativity and self-discovery.
I’ve also realized that being detail-oriented and focused on making things run smoothly is just part of who I am, which is why producing and project management feels like a good fit. I truly enjoy bringing people and projects together to create something meaningful.
Describe your creative process.
My creative process is a mix of structured strategy and a little bit of magic. It starts with solo brainstorming, everyone in their thoughts, and a blank page, letting ideas flow freely. Then comes the team brainstorming where the real magic happens, building on each other’s ideas, challenging perspectives, and finding that ‘aha’ moment together.
Once the vision is clear, I shift into operational mode, mapping out the next steps, locking in timelines, and making sure the budget aligns with the dream because creativity thrives with a solid plan. It’s all about balancing big ideas with smart execution, turning inspiration into something tangible, impactful, and most importantly, doable!
Who inspires you?
My mother, without a doubt. She has taught me the power of hard work, the importance of being a team player, and the art of communication. More than that, she has shown me what perseverance truly looks like, breaking barriers with grace while still carrying an undeniable edge. She is the perfect balance of strength and warmth and every day I strive to embody even a fraction of her brilliance.
The most unconventional risk you’ve taken in your career.
The most unconventional risk I’ve taken in my career was leaving an incredible job and opportunity, one where I had supportive leadership and was truly growing, to pursue another exciting opportunity that didn’t come with any guarantees. It was a leap of faith, but I trusted my decision-making skills, and taking that chance led to remarkable growth.
Give us a story that’s true but sounds like a lie.
Can I link you to one instead? This was an integrated client campaign where my soccer skills really came in handy (cans emptied of course) 🙂
When faced with setbacks, what keeps you going?
A quiet confidence that, no matter what, I’ll find a way through. I’ve learned to trust myself and take things one step at a time. And of course, the support of those who’ve been there along the way keeps me grounded and reminds me I’m not alone during the tough times.
Linus has his blanket for comfort, you have…
Linus didn’t know about heated blankets, but once I discovered those, plus a good documentary? I’m at absolute peace.
Twilight Zone Moment – you have a chance to be magically transported into a Spike Lee Joint or a Jordan Peele film. Choose.
Crooklyn please!
Favorite movie from 2024
Blink Twice was a cinematic masterpiece!
Favorite album from 2024?
Leon Thomas’ Mutt is still on constant repeat for me.
What’s on tap for 2025?
For 2025, I’m focused on honing my skills, diving deeper into the projects I’m passionate about, and continuing to learn from the incredible people around me. I’m also planning to travel more, embracing new experiences, and make joy a top priority!
To see the up-to-date Reel Black List, click here.
REELated:
RBL celebrates: Aaron Marshall, Copywriter
