JAMIE SANTIAGO



Building from 10+ years of experence in social impact, I specialize in storytelling-driven campaigns and community activation to inspire change through brand power and marketing initiatives. I blend strategy, creative, and project management skills to  execute authentic concepts and narratives that are community-focused and culturally-resonant to create real impact.

Key strengths include strategy & vision, campaign direction, talent management, branding & identity, cultural research, concept creation, event curation & coordination, project management, client management, . 










Bringing the “Led by Her” motto to life through the AW LAB Festival 


AW LAB, Nike, and Loft Films 





 
AW LAB female retailer held its first-ever festival in Milan, where Loft Films closed out the Nike dance campaign with three  events: 

  1. Screening of “Antilai: Portrait of a B-girl” and exclusive Q&A with Olympian Antilai Sandrini 
  2. Screening of “Breaking” documentary trailer and panel talk with Italian B-girls Anti, B-girl Agne, and B-girl Mambo
  3. Nike Fashion Show Performance featuring female b-girls and dancers from the hip hop community

The curated events brought the values of the dance campaign to life, building a unique space for bold female creatives to express and connect through movement and style.

    CONTRIBUTIONS 


      EXECUTIVE PRODUCTION 
      CULTURAL CURATION 
      LEAD CREATIVE VISION 
      STRATEGY
      TALENT MANAGEMENT
      CLIENT MANAGEMENT 
      COMMUNITY ACTIVATION & SEEDING


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 
                 

Antilai Documentary

AW LAB, Nike, and Loft Films 




The Nike Jam launched in July 2024 as the first sneaker in history made specifically for breaking. 

The short documentary highlights Italian B-girl Anti, who wore the Nike Jam at the Paris Olympics. 

Through her story, she embodies passion, resilience and determination. 

    CONTRIBUTIONS 


      STRATEGY
      PARTNERSHIP MANAGEMENT