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My journey into advertising started well over 20 years ago with a high school band and a dream.
From false starts to breakups and years of writing and performing to impossible-to-believe successes—music kept me exploring, testing and learning about craft, technology, mental health care, leadership and managing relationships.
As an independent artist, it all starts and ends with you: Writing, recording, producing, promoting, and of course, performing. This case study is focused on our latest release, Lead the Way, which saw an eight-year hiatus and nearly as many years writing, recording and releasing new material.
Take a look at how it all comes together.
Band: A. Santiago, C. Woolley, R. Lozano III
Creative Director: A. Santiago
Art Direction: A. Santiago, J. Mack
Design: J. Mack, A. Santiago
Photography: C. Valentino


What eventually became the band's mark was originally a quick snow sculpture I made in Colorado Spring during a trip with our drummer.

The pieces began coming together with early concepts ending as the name of the album and the visuals influencing different promotional posters, performances and final album.

While in New York City, I saw this incredible exhibition at the National Museum of the American Indian, which inspired the celebration of all of our tribal heritage (Taîno, Cherokee and Mayan)

In collaboration with up-and-coming Lakeland photographer, Chris Valentino, I directed the photoshoot to build a bank for future materials.

After 20 years of making music together, we also wanted to take the opportunity to show our sillier sides to balance the heavier photo direction.

We wanted the photographer to play and explore, so he experimented with multiple scenes, actions and moods.
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