Experiences that made me Amaya Allen

In this series, we ask Imagination talent all about the experiences that have made them who they are. This month we spoke to Amaya Allen, Junior Account Manager at Imagination New York.

A bit about me…

My friends would describe me as curious and chatty, but my self-deprecating side likes to think these traits are a by-product of the intense brain rot I’m undergoing due to the amount of social media I consume daily (see below). When my attention can escape Tiktok’s algorithm long enough to function, I like working out (I’m a big pilates gal), watching the Knicks play basketball, reading my horoscope, baking (particularly bagels for some reason), reading, and catching up on celebrity gossip (I have many theories about many things lol).

The creative experience that’s influenced me the most…

Rihanna’s 2016 VMA performance! My family is from the Caribbean, and as a people, we don’t really have many A-list celebrities who unabashedly represent us on an American stage as big as the VMAs. That performance was colourful, loud, fun and ancestral. Watching it at the receptive age of 16 encouraged me to remember my roots and celebrate my culture whenever possible: there is no Amaya without the Caribbean.

My industry hero is…

Mary Wells Lawrence!! As a Native New Yorker, the “I <3 New York'' symbol was as synonymous with the city as the Empire State Building. It was not until I was in college that I learned about the Wells Rich Lawrence campaign which is still relevant today. Lawrence herself broke the glass ceiling for women in advertising, and that campaign taught me how impactful a good campaign can be.

The piece of work I’m most proud of…

Last year, I worked on the NFL International Games with one of our 2D designers. That was the first account I managed at Imagination, and it was the one I think of when I reflect on my growth as an account manager. I learned so much about the creative process, how to provide excellent client service, and it was so rewarding to see the finalised artwork come to life (on TV at that)!

The piece of work that makes me cringe…

Anything I created during the 2020 lockdown. No explanation necessary.

The experience I wish I had created…

This is going to be super niche, but when I was younger I was a cheerleader for a number of years, so I’ll say the Cheerleading Worlds that take place every year in Orlando, Florida. I’ve watched the competition every year since I was a little girl, and I love the glitter, the glam and of course, watching all of my favourite teams compete for gold! Only the best of the best go to Worlds, so it’s amazing to see how the iconic blue backdrop calls for teams to bring their A-game and continue to advance the sport.

Advice to my 18-year-old self…

You are enough, follow your heart, and always follow up!

What’s next?

Continuing to help deliver really cool projects! The creatives I work with are second to none, and I am so grateful that I get to witness them in action! We’re currently working on reimagining a long stand B2B conference, and it’s been an exciting process!