JAMIE SANTIAGO

Celebrating Breaking through the Dance Campaign 


AW LAB, Nike, Loft Films, Collateral Studio 



  The summer of 2024 was a big moment for breaking and the global hip hop dance community. AW LAB & Nike leveraged this moment to celebrate Breaking’s Olympic debut through a campaign that highlighted Nike’s dance collection. The main objective was to use storytelling to highlight key Nike products that resonated with the AW Lab audience. 

Collaborating with Loft Films, the resulting campaign achieved authentic community-building, activation and real world impact. 

The project was a true embodiment of AW Lab’s values: female empowerment, self-expression and sisterhood. 

    CONTRIBUTIONS 


      CREATIVE AND IMPACT PRODUCTION 
      CREATIVE VISION 
      STRATEGY 
      TALENT MANAGEMENT
     STYLING VISION
      CLIENT MANAGEMENT