Jason Santiago
Campaign Art Direction Strategy
Houdini Sportswear x Demon - Silvestre Collaboration
Helped achitect a high-performance partnership between Swedish pioneer Houdini and Italian footwear avant-gardists Demon. My role was to define the strategic bridge between these two distinct brand identities, conceptualizing a "third space" that merged minimalist alpine functionality with aggressive, heritage-driven craftsmanship.
Helped achitect a high-performance partnership between Swedish pioneer Houdini and Italian footwear avant-gardists Demon. My role was to define the strategic bridge between these two distinct brand identities, conceptualizing a "third space" that merged minimalist alpine functionality with aggressive, heritage-driven craftsmanship.
EU, Sweden
2026
Brand Identity Art Direction Strategy Experiential Design
Craft Sportswear- SS26/ Endurance 3 Shoe Campaign
Served as the bridge between product engineering and consumer-facing storytelling, curating a team of high-motion photographers and cinematographers to capture the shoe’s versatility across shifting terrains. I developed a strategy that moved away from clinical tech-specs toward a "sensory performance" aesthetic, utilizing high-contrast lighting and macro-textures to emphasize the tactile quality of the materials.
Served as the bridge between product engineering and consumer-facing storytelling, curating a team of high-motion photographers and cinematographers to capture the shoe’s versatility across shifting terrains. I developed a strategy that moved away from clinical tech-specs toward a "sensory performance" aesthetic, utilizing high-contrast lighting and macro-textures to emphasize the tactile quality of the materials.
Brand Identity Art Direction Strategy Experiential Design
Craft Sportswear- Lucia Kype Pro Collaboration / 2025 NYC Marathon Pop Up Shop
We designed the visual identity and campaign rollout for the Craft Sportswear x Lucia Pizza collaboration. The project Includes image direction, logo refinement, printed materials, and brand materials, creating a cohesive system that reflects the brands editorial and contemporary character.
We designed the visual identity and campaign rollout for the Craft Sportswear x Lucia Pizza collaboration. The project Includes image direction, logo refinement, printed materials, and brand materials, creating a cohesive system that reflects the brands editorial and contemporary character.
USA, New York City
2025
Brand Identity Art Direction Strategy Experiential Design
Craft Sportswear - TGE 198g Kype Pro Collaboration
The Craft Sportswear × TGE Kype Pro collaboration explores the concept of weightlessness through a partnership with The Great Exhibition agency. Centered on a "formless" blue aesthetic, the creative direction mirrors the vastness of the sky to visually communicate the shoe’s ultralight 198g construction. By stripping away visual weight and focusing on ethereal, atmospheric textures, the campaign reimagines high-performance machinery as an extension of the elements, positioning the Kype Pro as a transcendently light tool for the elite athlete.
The Craft Sportswear × TGE Kype Pro collaboration explores the concept of weightlessness through a partnership with The Great Exhibition agency. Centered on a "formless" blue aesthetic, the creative direction mirrors the vastness of the sky to visually communicate the shoe’s ultralight 198g construction. By stripping away visual weight and focusing on ethereal, atmospheric textures, the campaign reimagines high-performance machinery as an extension of the elements, positioning the Kype Pro as a transcendently light tool for the elite athlete.
EU, Sweden
2025
Brand Identity Art Direction Strategy Experiential Design
Interscope Records - Untiljapan “Trompe l’oeil”
The Interscope Records × Untiljapan "Trompe l’oeil" campaign subverts classical tradition through a provocative, editorial lens. Set within the architectural grandeur of a cathedral, the creative direction utilizes live ballerinas to create a kinetic, high-art backdrop that contrasts against Untiljapan’s modern silhouette. This juxtaposition of sacred space and fluid, classical movement serves the "Trompe l’oeil" theme, blurring the lines between high-fashion performance and hip-hop’s avant-garde to establish a visual identity that is both hauntingly elegant and disruptively contemporary.
The Interscope Records × Untiljapan "Trompe l’oeil" campaign subverts classical tradition through a provocative, editorial lens. Set within the architectural grandeur of a cathedral, the creative direction utilizes live ballerinas to create a kinetic, high-art backdrop that contrasts against Untiljapan’s modern silhouette. This juxtaposition of sacred space and fluid, classical movement serves the "Trompe l’oeil" theme, blurring the lines between high-fashion performance and hip-hop’s avant-garde to establish a visual identity that is both hauntingly elegant and disruptively contemporary.
USA, Atlanta
2025
Untiljapan - Trompe l’oeil
Brand Identity Art Direction Strategy Experiential Design
Craft Sportswear- Houdini Sportswear Kype Pro Collaboration
The Craft × Houdini "Kype Pro Sand" campaign merges elite trail performance with circular, minimalist design. Grounded in a "Geological Precision" aesthetic, the creative direction highlights the shoe’s technical capabilities through a palette of elemental tones and raw, high-contrast textures, positioning this high-performance collaboration as the definitive benchmark for sustainable off-road endurance.
The Craft × Houdini "Kype Pro Sand" campaign merges elite trail performance with circular, minimalist design. Grounded in a "Geological Precision" aesthetic, the creative direction highlights the shoe’s technical capabilities through a palette of elemental tones and raw, high-contrast textures, positioning this high-performance collaboration as the definitive benchmark for sustainable off-road endurance.
EU, Sweden
2025
Brand Identity Art Direction Strategy Experiential Design
Craft Sportswear - Women’s Ultra Trail Pro Running Shoe
The Craft Sportswear Women’s Ultra Trail Pro campaign centers on the intersection of aggressive performance and anatomical precision, specifically inspired by the vibrant, organic hues of Açaí and wild berries. To anchor the graphic design assets, the creative direction utilized authentic purple wine stains, creating a raw, tactile aesthetic that bridges the gap between high-performance technology and the visceral, earth-bound reality of trail running. This visual narrative emphasizes carbon-plated responsiveness while grounding the elite racing shoe in a bold, elemental palette that defines the pinnacle of female-specific endurance gear.
The Craft Sportswear Women’s Ultra Trail Pro campaign centers on the intersection of aggressive performance and anatomical precision, specifically inspired by the vibrant, organic hues of Açaí and wild berries. To anchor the graphic design assets, the creative direction utilized authentic purple wine stains, creating a raw, tactile aesthetic that bridges the gap between high-performance technology and the visceral, earth-bound reality of trail running. This visual narrative emphasizes carbon-plated responsiveness while grounding the elite racing shoe in a bold, elemental palette that defines the pinnacle of female-specific endurance gear.
USA, Seattle
Brand Identity Art Direction Strategy Experiential Design
New Balance - Cal Raleigh “Dump Truck” Activation
The New Balance × Cal Raleigh “Dump Truck” activation brought viral baseball culture to life through a high-impact, physical brand experience. The creative execution focused on the graphic decal placements and technical installation of the custom-branded truck and environmental assets, ensuring the industrial "Big Dumper" aesthetic translated seamlessly from digital concept to physical reality. By bridging the gap between heavy-duty logistics and elite athletic performance, the installation served as a rugged, tactile centerpiece that anchored the "When it rains, it dumps" campaign within the community.
The New Balance × Cal Raleigh “Dump Truck” activation brought viral baseball culture to life through a high-impact, physical brand experience. The creative execution focused on the graphic decal placements and technical installation of the custom-branded truck and environmental assets, ensuring the industrial "Big Dumper" aesthetic translated seamlessly from digital concept to physical reality. By bridging the gap between heavy-duty logistics and elite athletic performance, the installation served as a rugged, tactile centerpiece that anchored the "When it rains, it dumps" campaign within the community.
USA, Seattle
2025
Brand Identity Art Direction Strategy Experiential Design
T:ME - Don’t Trip
For 'Don’t Trip' release, the creative direction was centered on a homecoming narrative. I conceptualized an editorial campaign that juxtaposed high-concept streetwear with the intimate, lived-in textures of the artist’s childhood home in Brooklyn. By staging the shoot in spaces that held personal history—kitchen tables, worn hallways, and family stoops—we bridged the gap between T:ME’s current trajectory and his foundations. The goal was to humanize the 'executive' aesthetic, using film-inspired grain and natural lighting to evoke a sense of memory and unfiltered family legacy.
For 'Don’t Trip' release, the creative direction was centered on a homecoming narrative. I conceptualized an editorial campaign that juxtaposed high-concept streetwear with the intimate, lived-in textures of the artist’s childhood home in Brooklyn. By staging the shoot in spaces that held personal history—kitchen tables, worn hallways, and family stoops—we bridged the gap between T:ME’s current trajectory and his foundations. The goal was to humanize the 'executive' aesthetic, using film-inspired grain and natural lighting to evoke a sense of memory and unfiltered family legacy.
USA, Los Angeles