Editor’s Note: Each March, in celebration of Women’s History Month, Reel Chicago shines a spotlight on the remarkable women shaping Chicago’s film, television and advertising community. From directors and producers to editors, strategists and creative leaders, these women bring talent, vision and determination to an industry built on collaboration and storytelling. Through our Reel Women series, we invite them to share their journeys, the lessons they have learned and the experiences that continue to inspire their work.
Today we include Dani Jackson Smith, Founder of The Cre8tors in our celebration of Reel Women.
Dani Jackson Smith, Founder of The Cre8tors, is an award-winning creative powerhouse and a passionate advocate for justice, equity, diversity and inclusion, both in the industry and beyond. With a career spanning major milestones, Dani has made her mark as a leader who not only drives innovative campaigns but also ensures that diverse voices are represented in every project.
Let’s hear Dani’s story.
What’s your origin story? Where did this journey really begin?
I’m a Chicago girl from the Southside and the Westside, and I went to Lane Tech on the Northside, so I’ve always been moving between different worlds. That shaped my instinct to connect them.
My story starts at home. Our house was full of creativity. We were always making things, sharing our work, and I used to put on little performances for my parents to watch.
My mom worked in corporate, but she also did freelance writing for The Chicago Defender early on. I grew up reading her articles in my grandmother’s photo albums, and at the time it made me want to be a journalist. It showed me the power of real stories and how they last.
My dad was a laborer, an artist, and a baseball coach. Everyone called him “Coach,” and he poured into the kids and gave back to the community.
I come from a foundation of family, creativity, and community. That’s what shaped me, and it’s what led me to storytelling.
When you walk into a room today, what do you want people to understand about you before you even speak?
That I move with intention. I’m not here to take up space just to be seen. I’m here to build something meaningful, connect the right people, and make the work better.
And that I stand firmly in who I am. I’m not trying to fit into the room. The room is better when we make space for each other as we are.
What’s one decision you made that shifted your trajectory?
The decision to pick myself changed the trajectory of my life. I had already been launching my own projects and businesses in college and throughout my 20s while living in New York, so starting The Cre8tors was a return to that mindset. I stopped waiting to be chosen and started building what I wanted to see.
The decision that really shifted the trajectory of the business was choosing to pursue a partnership with Jenny Lumpkin. I was intentional about that. Her production studio mindset and my agency mindset come together in a way that gives us a unique perspective and a strong collaborative edge in how we strategically support our clients.
Chicago’s production landscape continues to evolve. Where do you see the biggest opportunity for women right now?
Ownership. Not just being hired into roles, but owning IP, owning relationships, owning the deal.
Chicago has always had strong creative talent. The opportunity now is for women to step into leadership positions where they’re not just executing, but shaping what gets made and how.
Imposter syndrome is real for many women. When did you stop questioning whether you belonged in the room?
If you’re in the room, you belong in the room. That’s something I come back to often.
But we also need to be honest. What people call imposter syndrome is often a response to real conditions. When access is uneven and the same voices are prioritized, doubt isn’t random, it’s conditioned. You have to recognize the system in order to call a spade a spade.
So I stay grounded in what I bring and keep moving anyway.
What conversation about women in this industry still isn’t being said loudly enough?
Access is still uneven. We talk a lot about representation, but not enough about who controls budgets, who gets repeat opportunities, and who gets trusted with scale.
The playing field isn’t level, so you have to be clear on what you bring and move with intention.
Have you ever walked away from a lucrative opportunity because it didn’t align with who you are or where you’re headed?
Yes. Those decisions are never easy, but every time I’ve said no to something misaligned, it’s created space for something better.
Short-term money can’t outweigh long-term positioning. Not all money is good money.
What are you building that will outlast you?
A network and a way of working that prioritizes culture, trust, and real relationships over transactions.
The Cre8tors isn’t just a company, it’s an ecosystem. We are actively building community so the goal is for it to continue creating opportunities and shaping work long after I’m not in every room.
Name three women in the Chicago industry you’d like to shine a spotlight on.
I’m especially inspired by women in Chicago who lead with both purpose and presence:
Kelly Allison, an incredible champion of women whose energy is contagious and leaves people feeling seen and empowered
Danielle Alston, not only for her creative work, but for how she shows up in community through the Sandy Film Festival, centering stories that support mental health and human connection
Jenny Lumpkin, for her leadership and advocacy for Chicago productions.
If you could change one structural thing about this industry tomorrow, what would it be?
We talk a lot about access, but not enough about repetition. The same circles are still getting most of the opportunities, and sometimes the door doesn’t get opened at all.
In Chicago, there’s also a tendency to look to the coasts by default, when we have incredible talent and production companies right here in Chicago.
The shift isn’t just opening the door. It’s being intentional about who gets trusted with the work and continuing to invest in the talent that already exists here.
What’s the title of the chapter you’re currently living in?
“Big Mama CEO”
Raising a five-month-old and scaling a company at the same time. Both are growing, and so am I.
After all the grind, what still excites you?
Building community and making things. I don’t love the word “grind.” I don’t believe in running myself into the ground. I’m leaning into the light, working with good people, and creating spaces where people can connect, share work, and open doors for each other. That’s what excites me.
Bonus: What song plays in your head when you land a big win? And do you happy dance?
When we land a big win, we play “Creator” by Santigold. And yes, there’s always dancing.
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