Dion Watkins: “Make Art, Not Ads”

A copywriter’s career journey after attending WAATBP

Every autumn, Where Are All the Black People?, the diversity conference and career fair, is one of the gleaming gems on The One Club for Creativity’s crown. Since 2011, WAATBP has been the place where the ad world has come together to address many of the issues that surround being a BIPOC individual in an industry that has historically been, shall we say, homogeneous.

WAATBP is a can’t-miss event, with nearly a thousand participants getting involved last year alone. This year’s conference is set to take place virtually on September 26 and live in New York on September 27 — and we are already signing up agency and brand partners!

Now, WAATBP is about as far away from Black History Month on the calendar as you can get. Still, both are fantastic opportunities to highlight Black success stories within our industry. And so, with the February celebrations winding down and the outreach for this year’s conference about to heat up, we’re spotlighting creatives who discovered WAATBP to be the perfect stepping stone for their skyrocketing careers.

First up: copywriter, screenwriter, and film director Dion Watkins, who first attended WAATBP in 2012 when it was only a year old. Much has changed since then, both with the conference and Dion, who now works at Accenture and is crowdfunding for his short film “Afterlight.”

We caught up with Dion to hear about his venture into the advertising world — and he has a lot of good advice to give!

In addition to music, what were your passions growing up?

Growing up, I had a lot of interests. I was a very curious and observant kid who wanted to become a doctor. I was intrigued by science but was also a member of the school choir. I played the clarinet and was good at drawing, too.

I played soccer, baseball, and basketball but set them aside after I broke both my legs playing basketball on separate occasions, a total of three times.

I was very good at writing, almost like it was second nature. I vividly remember writing about my grandfather in sixth grade and the smells of the food in the kitchen. It wasn’t until I was an English major at Morehouse College that I realized I could develop writing as a skill and make a living from it.

Later in life, I developed a passion for making my own music as a form of self expression. Music is an immediate and profound art form. I used to create music on a synthesizer and drum machine, but then I began to make music with just my laptop, which is how my song Frequency came about.

Frequency is about being on the same wavelength as someone else and your energy connecting and flowing in a positive and productive way. The chorus is more like a chant, almost meditative, and it expresses love in a manner that defies words. I find love to be a powerful source of inspiration, and this song is about an electric kind of love– a frequency. I blended my skills with my values, and it’s one of the few things I’ve done that expresses almost exactly how I felt at a moment in time. I’m thrilled with the final product– the chords, melodies, and lyrics.

My music has had a positive impact on my career, as I have leveraged this skill into supervising music choices for Fortune 500 company videos. Being a creative is expansive if you have interests in several areas, and I have found that sharing those interests can open up other opportunities.

As a copywriter, name a memorable campaign you have worked on.

I really admire Star Wars, and I had the opportunity to work on a campaign for Dole and Disney that included the Star Wars brand. I wrote in a way that connected Star Wars to families looking for healthy food options– bridging Dole and Disney.

George Lucas completed the same film program as me at the University of Southern California, and some of the copy I wrote for the Dole/Star Wars campaign the Lucasfilm team thought came from them. I was so ecstatic to hear this, because I felt like I made something seamless for the project. It was a big compliment and career highlight for sure. There are so many amazing things you can get involved in as a writer in advertising, and that campaign was one of them.

How do you think your copywriter skills have translated to the movie you are working on, Afterlight?

Afterlight is a story about memories. We often cherish good memories, but also get stuck in bad memories. I experienced this when I was presenting my work at the Where Are All the Black People diversity conference and career fair in New York. I made several mistakes in my presentation, but I learned I needed to let it go, forgive myself, and move on. Afterlight is a film that stems partially from my experience with those memories. It is a fascinating and cautionary tale about not getting stuck in the past.

As a copywriter, brevity and word choice are crucial, and in a short film like Afterlight, I only have so much time to emotionally connect, inspire, inform, and release the viewer with a fulfilling experience. Afterlight is a crowdfunded film, and I’ve thankfully raised nearly $15,000 for this project. I’m grateful for the support, and my work as a copywriter has allowed me to access my feelings and experiences, and use empathy to relate to others.

How did you discover the 2021 BIPOC Writers Fellowship: Adapting Books to the Screen?

In my journey as a writer, I met Ann Beckett, a retired writer who worked in television. As I grew interested in leveraging writing into a career, she became a mentor of mine. She is amazing at dialing in word choice and being specific with language. She read my script, Afterlight, saw my ability, and was one of the first people who took my words seriously.

Ann would ask the questions, “How does someone enter a room?” “Does she saunter?” “Tiptoe?” “Stroll?” “Burst in?” It was that specificity that helped me grow– learning from her was a wonderful experience. When I found out she wrote the movie …First Do No Harm starring Meryl Streep, I was completely in awe.

Ann shared the BIPOC Writer’s Fellowship with me. Since I adapted a novel about the civil rights movement into a script previously, I was extremely interested in the program, but initially thought, “I’m probably not going to get in.” I decided to apply even though my inner critic was telling me not to. After being selected as a semifinalist and finalist, I found out I was one of ten winners.

We are all uniquely talented writers, so I learned a tremendous amount about adapting books into film scripts. We worked in a 12-week, lab-style format as we broke down each other’s scripts, and met various entertainment executives from networks and studios and asked them questions.

During the fellowship, I adapted a novel into a movie script from the book publishing company that was funding the program. I learned to believe and trust that I can write anything I am passionate about. I was mentored by a more seasoned writer as well as an entertainment executive, and I found the process to be inspiring and informative. Do not be afraid to put yourself and your work out there. You never know who might not only be interested but also looking for someone just like you.

"Do not be afraid to put yourself and your work out there. You never know who might not only be interested but also looking for someone just like you."

What are your takeaways from attending WAATBP?

I first attended Where Are All the Black People in 2012. I was incredibly nervous because it was a huge moment and opportunity. I presented my work in the competition and was selected as one of six finalists! I was overjoyed, and it led me to interview with several agencies in New York.

I just knew I had “made it.” I kept in touch with one man, Jimmy Smith, who was on the panel that selected me as a finalist, and he told me to look for opportunities in branded content. About four years later, I returned to the WAATBP and had my work and resumé viewed by an agency representative who got me an interview.

That job didn’t pan out, but I learned patience and persistence and eventually got the opportunity to freelance write for Jimmy at his agency. As a Black CCO and executive, Jimmy is such an inspiration to me. My freelance writing for him eventually turned into my first full time job as a copywriter. I was absolutely ecstatic that WAATBP finally paid off!

I heard Spike Lee speak at WAATBP. He talked about storytelling, and I remember thinking, “Wow, there is value in being a storyteller. Maybe I can turn this into a living.” I am thankful to have attended the same undergrad program as Spike Lee at Morehouse, and I appreciate how well he seems to navigate both the film and advertising worlds.

Since becoming a copywriter, I haven’t returned to WAATBP to speak yet. But if I do, I will talk about patience, persistence, and forgiveness. Putting yourself and your work out there for others to form opinions on is part of the copywriting process. When you’re new to it, it can initially feel overwhelming, but be patient with yourself and others, be persistent when you know you have something good to offer, and forgive yourself if you make mistakes in the process. We are human, and I have found forgiveness, patience, and persistence to be empowering tools.

In what ways did WAATBP help you break into the advertising industry?

I am so thankful for WAATBP. I was able to connect with several industry leaders who saw something in me before I saw it in myself. The conference is groundbreaking because it brings people from diverse backgrounds– poets, writers, visual artists, photographers, and filmmakers– together.

Presenting my work at WAATBP was pivotal because it showed me that I could be a part of this industry, too. It just takes one person to show interest in you, and I’m thankful Jimmy helped me carve out my own path in advertising. He taught me to make art, not ads. That mindset is what makes his work stand out and feel fresh and has influenced my style as well.

"He taught me to make art, not ads. That mindset is what makes his work stand out and feel fresh and has influenced my style as well."

WAATBP propelled me to this point where I now am a copywriter at Accenture. I have done work for various Fortune 500 companies and worked with international teams. I even leveraged my background to direct a video for Accenture and Circle K that involved managing and working with a filmmaking team in India. I never knew these opportunities were out there, but because of WAATBP, I now use who I am to bring the best ideas I have to brands and their respective audiences.

Who should attend WAATBP?

WAATBP is an incredible career fair because it recognizes the need for more diverse perspectives in our field. I would recommend anyone who is searching to find their way in the advertising industry or any industry to attend.

You will hear inspiring stories, see incredible work, and learn about the ins and outs of the industry. And as a person of color, you will be welcomed and empowered. This field takes hard work and dedication, but the opportunity is out there, and for me, it started at WAATBP.

"You will hear inspiring stories, see incredible work, and learn about the ins and outs of the industry. And as a person of color, you will be welcomed and empowered."

It’s something special to see people who look like you, using your language, flourishing in this field. Anyone curious about the industry or with the power to make a change should attend. Companies should continue to sponsor it, and more companies should join this remarkable opportunity to meet the next generation of voices yearning to be heard– whose abilities and diverse perspectives can positively impact their corporate cultures, relevancy, and ability to connect with a wide spectrum of brands and audiences. What is happening at WAATBP is transformative. We are here and eager to do what it takes to make an impact in this incredible field– a beautiful balance of creativity and business.

"Companies should continue to sponsor it, and more companies should join this remarkable opportunity to meet the next generation of voices yearning to be heard."

How are you celebrating Black History Month?

I am celebrating Black History Month by reflecting on my journey and the pioneers who have inspired and helped shape me. I have grown to appreciate Black History Month as a source of empowerment, to recognize that people who were denied certain rights in our country have continued to make progress and inspire our nation and world.

"I have grown to appreciate Black History Month as a source of empowerment, to recognize that people who were denied certain rights in our country have continued to make progress and inspire our nation and world."

DIONWATKINS.COM

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Photos from WAATBP 2023