How Oriel Davis-Lyons Is Changing Diversity In The Ad Industry — One Class At A Time
Interview by Trey Alston / Working Not Working Member
Oriel Davis-Lyons is a creative director on a mission. After spending just $1200 on a 12-week advertising program in New Zealand at the start of his creative journey, he realized, over the course of his award-winning advertising career that has led him to agencies like Droga5 and R/GA, that a lot of other Black creatives don’t get the same opportunity in the United States to do so. Seriously. The two-year program at the Virginia Commonwealth University Brandcenter will set you back $40,000.
In a moment of frustration at this realization, Lyons, currently a Creative Director at Spotify, posted on LinkedIn about the situation and its dire outcome: that the advertising industry, already in need of some serious diversity, would continue to shut out people who couldn’t afford to go to one of these expensive programs. The post went viral, and was seen by Bob Isherwood, the One Club for Creativity’s Head of Professional Development. Lyons and The One Club joined forces in creating The ONE School: a program that is exclusively for Black creatives who want to get into the industry.
The intense 16-week program that features lecturers from acclaimed creative directors and briefs from companies like Clarks, recently wrapped up its first curriculum and is preparing to go again — this time in four locations.
Lyons’ initiative looks to become an important part of the industry that hopefully sets a standard for what to come, whether that’s cheaper schooling, a larger focus on diversity, or something else altogether.
Here’s Lyons on the ONE School, working at Spotify, and more below.
How did you start your creative journey?
I'd actually gone back to college after a few years working as a chef and hating every minute of it. I studied journalism but needed to fill out my timetable so I did an advertising paper.
I quickly realized I enjoyed it much more than journalism and it was much more suited to my lazy approach to grammar. Coincidentally (or not), there was an independently-run evening portfolio program starting at the same time so I signed up. I was studying and working part-time throughout the week and studying even more in the evenings and weekends. By the end of that, I had a portfolio that landed me my first internship. So I decided to quit college (again) and the rest is history.
How do you think your journey has differed from the traditional path for entering into advertising?
I had so many jobs before I found advertising. Potwasher, boatyard maintenance worker, construction grunt, book factory binder, waiter, bartender, retail worker, club promoter. Seriously. I'd also tried and failed college a bunch of times. When I got the chance to put my portfolio together I worked my ass off because I knew I couldn't go back to what I was doing before. It's quite different from coming straight out of school and going to ad school and then into the industry. There's nothing wrong with that, but it means you're never really exposed to the real world. And that real world is what makes me appreciate what I get to do for a living every day and not take it for granted.
What inspired you to create ONE School?
In my role as a CD, I see a ton of portfolios. And after a while, I realized they were all coming from the same few places. And when you look at those places, it can cost $40,000 just to spend a couple of years there. This means we're only ever seeing books from the people who have the privilege of being able to put them together. And that often excludes Black creatives. ONE School is a way to make sure that there is an alternative way into this industry for talented Black creatives.
“In my role as a CD, I see a ton of portfolios. And after a while, I realized they were all coming from the same few places...We’re only ever seeing books from the people who have the privilege of being able to put them together. And that often excludes Black creatives. ONE School is a way to make sure that there is an alternative way into this industry.”
What plans do you have for its growth and expansion?
Last year, we started with two schools based out of NYC and LA. This year, we're expanding to Atlanta and Chicago, too. There is so much Black creative talent in this country we could run a dozen programs at once and it still wouldn't be enough.
What are you proudest of in your career and why?
ONE School, without a doubt. Even the best ads I've made have still been forgotten by 99% of people who ever saw them. But the effect the school and its students will have on the industry will be permanent.
“Even the best ads I’ve made have still been forgotten by 99% of people who ever saw them. But the effect the school and its students will have on the industry will be permanent. ”
You’re also a Creative Director at Spotify? What's it like working there and what does it mean to you?
Working at Spotify means I'm surrounded by super smart, passionate people and we get to find new, creative ways to help the world discover more music every day. It's literally my dream job.
What does growth mean to you as a creative? How do you measure your own?
I used to measure growth in awards or the work in my book or the title after my name. But now, I measure my own by whether I've been able to help other creatives grow. Am I using my position and influence to make the industry a better place for other creatives? And that doesn't always require validation from an award show or an extra couple of letters after my name.
The One School is such an important move for advertising to gain diversity. What other initiatives do you think would help the industry out even more?
More ONE Schools. I'd love to see 10 more schools and programs just like it. Some agencies have started this. Droga5 has been running D5in10 for a few years now and has produced some great creatives. I'd love to see every agency with the resources create similar programs.
