I will have to say that a year can really be flipped upside down, drilled sideways and built back stronger than ever thought possible.
This brutal semester has finally come to an end. And guess what?
I LOVE ADVERTISING MORE THAN EVER!
Masochist? Maybe. But after learning Media, Digging into Account Management, Playing Account Planner and finally getting to solve real problems as a Creative, my love for advertising has actually grown so much more.
I wanted to share two recent advertisings that hit me hard. One was so brilliant I only saw it once and I was hooked. Saw it on TV, went to YouTube, played it four times, shared it on Facebook, then watched it four more times there.
What was this magical advertisement? Michael Jackson The Experience video game for the Wii and XBOX Kinect, of course!
I say no more, here it is:
[youtube=http://www.youtube.com/watch?v=EKI3U_uFv7Y&fs=1&hl=en_US]
The second one made me appreciate media planning, placement, buying, creating, managing and PR - and everything else advertising for that matter - to the next level.
I saw this awe inspiring video/commercial on a random website; I then YouTubed videos for almost 15 minutes (I have a 4-year-old, you see); then I was totally hit by a 10 minute interview with Jim Dooley, composer of the video game's music, while listening to NPR News' The Record on the radio on my way home from school.
This was such a perfectly executed advertising campaign, I cannot wait to learn who put this brilliant campaign together.
But, I will just let you see the brilliance that was that original video/commercial.
[youtube=http://www.youtube.com/watch?v=4-MnhFSHTxU&fs=1&hl=en_US]
And FYI, I am absolutely "getting the game for my son" this Christmas.
Stay cool, stay connected, stay balanced,
Alex
Tuesday, November 30, 2010
Sunday, August 8, 2010
Playing the Ad Game (Last True SFO Update)
When people say that in the ad world everything can turn around in a second, I finally understand… they are not full of shit. I must admit, I have seen the power of a big or great idea before--but come on--change everything?
Well, during this internship I got to experience it myself.
This update (which was actually written awhile back), as you can tell already, is a little more on the positive side. Details cannot be revealed for obvious reasons, but I will share that some of my time at McCann-Erickson San Francisco truly brought some serious legitimacy to my dream.
I cannot believe I actually got the opportunity to express my thoughts and ideas, stood behind them and, for a day, so did a team of veterans. Insanity! Nothing saw the light of day, but it did make it to the halls and minds of influential people who have and are molding today’s ad world.
True, I would be a liar if I said I was not proud of myself, but now more than ever I know I must remain calm, humble and balanced. And, not lose the personality I know will have the drive and longevity for success.
I waited to post this because--in all honesty--I almost felt ashamed for feeling worthy of this experience. But then I realized... that is exactly why I came here and the people who have believed in me all this time should learn about my successes; not only about my failures.
I miss home. I miss my people. However, let us dance in the small amounts of positivity that keeps us wanting to get up in the morning and live.
Keep positive. Keep balance. Never fall out of love.
Alex Santiago
UNFORGETTABLE MEMORIES
with my friend Adrian
1. Wine tasting at Ceja's Winery in Downtown Napa.
2. Tiramisu at Pinocchios's in Little Italy, SF.
3. Incredible Risotto at Pinocchio's in Little Italy, SF.
4. The best guava ice cream at Lappert's Ice Cream in Sausalito, CA.
5. Delicious burger (animal style) at IN-N-OUT Burgers in Pier 41, SF.
Well, during this internship I got to experience it myself.
This update (which was actually written awhile back), as you can tell already, is a little more on the positive side. Details cannot be revealed for obvious reasons, but I will share that some of my time at McCann-Erickson San Francisco truly brought some serious legitimacy to my dream.
I cannot believe I actually got the opportunity to express my thoughts and ideas, stood behind them and, for a day, so did a team of veterans. Insanity! Nothing saw the light of day, but it did make it to the halls and minds of influential people who have and are molding today’s ad world.
True, I would be a liar if I said I was not proud of myself, but now more than ever I know I must remain calm, humble and balanced. And, not lose the personality I know will have the drive and longevity for success.
I waited to post this because--in all honesty--I almost felt ashamed for feeling worthy of this experience. But then I realized... that is exactly why I came here and the people who have believed in me all this time should learn about my successes; not only about my failures.
I miss home. I miss my people. However, let us dance in the small amounts of positivity that keeps us wanting to get up in the morning and live.
Keep positive. Keep balance. Never fall out of love.
Alex Santiago
UNFORGETTABLE MEMORIES
with my friend Adrian
1. Wine tasting at Ceja's Winery in Downtown Napa.
2. Tiramisu at Pinocchios's in Little Italy, SF.
3. Incredible Risotto at Pinocchio's in Little Italy, SF.
4. The best guava ice cream at Lappert's Ice Cream in Sausalito, CA.
5. Delicious burger (animal style) at IN-N-OUT Burgers in Pier 41, SF.
Monday, July 26, 2010
How Hispanics Are Going to Save America
“More often than not, according to data from the Bureau of Labor Statistics, they eat family meals at home, and spend less than average on alcohol. They're moving to the suburbs, tend to be community-oriented, and have high aspirations for their children. In short, they are the sweet market for consumer goods and services that the entire nation used to be when baby boomers were young.”
— 'Hispanic Market Hits Tipping Point,’ adage.com
For years now, I have been trying to express the importance of “tweaking” businesses to capture unique factors of the Hispanic Market. Sadly, no one ever listened.
Ad Age's 'Hispanic Market Hits Tipping Point’ best simplifies and proves the unique factors that will most certainly change and enhance this economy and country. Not to get too political, since this is mostly a business point of view, but the group many natural Americans keep rejecting is the closest thing to what they want back from their “good old days.”
By “old days,” I mean those majestic growth days in U.S. history. You know: bigger families, fun outdoors, meals together, actual interaction with each other, appreciation for our elders, etcetera.
The reality is simple, even though our country has evolved, and Hispanics and other minority groups in this country have evolved—there is something that keeps us unique.
That something is pride of our heritage and respect and loyalty for our families.
The beauty about the evolution of the Hispanic communities in this country is that we are blending, but not melting. We treasure, live and love our past and our present.
We are a social mosaic rather than a melting pot. And this is not a bad thing at all.
American ideals have changed us, but we have also kept the best from our previous cultures and backgrounds. Something most immigrant groups have not done for reasons I am not qualified to speak about. I may be able to speculate. Just not here.
And why is this important for businesses and brands?
Simple.
What else do we need other than pride and loyalty to create a thriving brand and/or business? Paired with a strong sense for community, these two key factors will make and break businesses in the future. [Read the article to best understand.]
I say that because if anyone takes the time to explore what triggers first, second, third and many Hispanic generations to come, they will find the success many companies are currently enjoying.
The numbers do not lie [yes this is a bad cliché]. But, find brands heavily used by Hispanics, the few companies out there who gets them and see the company numbers against the rest of the market.
I do not mean this in an arrogant way, and if you read it that way, then I am sorry you do not understand my point. This is a matter of thriving, or existing for some businesses, in this crazy state of economic non-sense.
When I was 19-years-old I was not heard because what the Hell does a kid that age knows about anything, right? But I saw it then because I was living it. And experience will maim self-proclaimed experts or academia. Experience that the numbers are finally expressing.
I invite you to explore. I guarantee you will fall in love with something unique and special in this group, and it will change your life forever.
Keep those minds open,
Alex Santiago
— 'Hispanic Market Hits Tipping Point,’ adage.com
For years now, I have been trying to express the importance of “tweaking” businesses to capture unique factors of the Hispanic Market. Sadly, no one ever listened.
Ad Age's 'Hispanic Market Hits Tipping Point’ best simplifies and proves the unique factors that will most certainly change and enhance this economy and country. Not to get too political, since this is mostly a business point of view, but the group many natural Americans keep rejecting is the closest thing to what they want back from their “good old days.”
By “old days,” I mean those majestic growth days in U.S. history. You know: bigger families, fun outdoors, meals together, actual interaction with each other, appreciation for our elders, etcetera.
The reality is simple, even though our country has evolved, and Hispanics and other minority groups in this country have evolved—there is something that keeps us unique.
That something is pride of our heritage and respect and loyalty for our families.
The beauty about the evolution of the Hispanic communities in this country is that we are blending, but not melting. We treasure, live and love our past and our present.
We are a social mosaic rather than a melting pot. And this is not a bad thing at all.
American ideals have changed us, but we have also kept the best from our previous cultures and backgrounds. Something most immigrant groups have not done for reasons I am not qualified to speak about. I may be able to speculate. Just not here.
And why is this important for businesses and brands?
Simple.
What else do we need other than pride and loyalty to create a thriving brand and/or business? Paired with a strong sense for community, these two key factors will make and break businesses in the future. [Read the article to best understand.]
I say that because if anyone takes the time to explore what triggers first, second, third and many Hispanic generations to come, they will find the success many companies are currently enjoying.
The numbers do not lie [yes this is a bad cliché]. But, find brands heavily used by Hispanics, the few companies out there who gets them and see the company numbers against the rest of the market.
I do not mean this in an arrogant way, and if you read it that way, then I am sorry you do not understand my point. This is a matter of thriving, or existing for some businesses, in this crazy state of economic non-sense.
When I was 19-years-old I was not heard because what the Hell does a kid that age knows about anything, right? But I saw it then because I was living it. And experience will maim self-proclaimed experts or academia. Experience that the numbers are finally expressing.
I invite you to explore. I guarantee you will fall in love with something unique and special in this group, and it will change your life forever.
Keep those minds open,
Alex Santiago
Thursday, July 22, 2010
Third and last update from The City
Hello friends, family and random people who found me because of the fantastical connectivity of the Internet. If you read the last post, things were not as magic as I expected them, but things have gotten better. In some ways.
For starters, I got several pieces for my book, which is quite rewarding. Most rewarding have been the great connections and friendships I have acquired out here. I can honestly share I have met some of the nicest, talented people in the world and that is quite humbling for me.
Wish I could say all of the people are, but I am not one to bullshit.
It has been interestingly cold out here. Even records were broken for weather craziness. I guess now I can say I was there when…
Since I cannot talk about the fantasticabulous things I have been working on out here, this post is going to be short. And if you are wondering about the money crapparama I spoke about the last time, it is still the same. I am just over it and do not want to bitch about it on my blog anymore. (I kind of did, huh?)
As usual, I will leave you on a wonderfully positive note:
A great friend told me earlier this year that I was not going to know I was getting a great experience until it was over. First of all, I am glad to have this person as a friend. Secondly, as usual, she was right.
I have a little over two weeks left in the city, and it is all making sense. Yes it is true that my expectations were not met, but who the fuck cares about expectations?
To expect is to wait.
But to experience is to undergo, to gain, to perceive, to understand and to remember.
I am sure you know where I am going with this…
The undeniable fact is that we could sit and wait for things to happen to us, fall on our laps or whatever. Or we can move, move, move—push, push, push—and actually gain something.
Experience.
It really is all that matters. Live your daily walks, my friends.
I love you. You should love yourself more.
Peace, Love & Balance,
Alex Santiago
twitter.com/SoSaic
For starters, I got several pieces for my book, which is quite rewarding. Most rewarding have been the great connections and friendships I have acquired out here. I can honestly share I have met some of the nicest, talented people in the world and that is quite humbling for me.
Wish I could say all of the people are, but I am not one to bullshit.
It has been interestingly cold out here. Even records were broken for weather craziness. I guess now I can say I was there when…
Since I cannot talk about the fantasticabulous things I have been working on out here, this post is going to be short. And if you are wondering about the money crapparama I spoke about the last time, it is still the same. I am just over it and do not want to bitch about it on my blog anymore. (I kind of did, huh?)
As usual, I will leave you on a wonderfully positive note:
A great friend told me earlier this year that I was not going to know I was getting a great experience until it was over. First of all, I am glad to have this person as a friend. Secondly, as usual, she was right.
I have a little over two weeks left in the city, and it is all making sense. Yes it is true that my expectations were not met, but who the fuck cares about expectations?
To expect is to wait.
But to experience is to undergo, to gain, to perceive, to understand and to remember.
I am sure you know where I am going with this…
The undeniable fact is that we could sit and wait for things to happen to us, fall on our laps or whatever. Or we can move, move, move—push, push, push—and actually gain something.
Experience.
It really is all that matters. Live your daily walks, my friends.
I love you. You should love yourself more.
Peace, Love & Balance,
Alex Santiago
twitter.com/SoSaic
Thursday, June 17, 2010
A week and some change… please.
“I’m looking at you through the glass. Don’t know how much time has passed. Oh God, it feels like forever. But no one ever tells you that forever feels like home, sitting all alone inside your head.” – Corey Taylor
Sorry it could not be brighter, but after all, chasing a dream does not change reality—even clear across the country.
The location is beautiful, of course. The food? Fantastic, while it lasted; not that I indulged too much anyway. Here, views are worth a million postcards and the people, priceless.
But I promised I would share my experience, so I will remain honest without bumming everyone reading this out. Not that I expected bells and whistles, I have been out in the “real world” for some time to know better. Yet, the experience is not too far from disappointing for several reasons I cannot fully disclose.
The opportunity givers, whom I am still grateful for do not get me wrong, were not fully detailed about the amounts of money needed to simply exist in this oh-so-beautiful place. Furthermore, let us simply say that communications have been all but existent, which to be honest has been driving me crazy.
So here I am, using this space barely read to share my less than happy news that I have almost no money, am afraid of how I am getting to work in the upcoming weeks and basically have nothing left for food and/or do my laundry. Simple necessities really become important when you are here [inside my head], which I have sadly been many times before. [Insert irony here.]
Irony? Yes, irony. Why?
Well, my wife, who is doing very well in Indiana with my son and her family, said it best, “Babe, to be poor and do nothing at work, you could have stayed here with us.” Ironic.
Besides all these money troubles and lack of experience building, I also found out my Starbucks management did not manage any of my standing “opportunities.” Long story short, I will not have a job in August when I get back. So if anyone reading this has a job to offer, shoot me an e-mail and we will talk when I get back.
This afternoon, I also found out that I owe $1,500 to USF for two classes I did not take. I am not even getting into this. Let us just say I am trying to handle it. A break? Me? Never.
Am I ungrateful? No way in Hell!
One thing I have learned since I decided to take on the world sort-of-on-my-own about six years ago is that one cannot be ungrateful for anything that happens. Good or bad. Because negative shit happening around you will only get you closer to being positive, which will then get you closer to being balanced. And most of you actually reading this know all about me and my constant-balance-seeking teachings. Ha!
This morning, I began looking for a second job. Yes. Is that not about the last thing you would think would be happening? Well, it is happening. I figured I would begin looking in areas that would help me grow in my field. Luckily for me, I actually found two this morning. Of course, I applied first thing this morning. Fingers crossed.
I will make it work my friends. Although, I do wish I had my guitar here with me because I think it would really help me stay in line. Maybe I can find an acoustic guitar app.? Who knows?
Enough for this post; I will actually leave you on a positive note. Yes, positive!
These are some photos of my brighter days in the city, as the locals call San Francisco.
Thank you for stopping by. Perhaps the next time I post I will have gotten paid and all of this can go unexplained. On that note, never let money run your life. Not when you do not have any nor when you have too much. Remember, for millennia, we got along, survived and loved without the man-made, materialistically driven currency system.
I love you. You should love yourself more. I am a stranger for the love of all that is good!
PS: I am not sure how much weight I have lost, but I am two pant sizes smaller. At least one of my goals out here is not being challenged.
"It's times like these you learn to live again. It's times like these you give and give again. It's times like these you learn to love again. It's times like these time and time again." – Dave Grohl
Sorry it could not be brighter, but after all, chasing a dream does not change reality—even clear across the country.
The location is beautiful, of course. The food? Fantastic, while it lasted; not that I indulged too much anyway. Here, views are worth a million postcards and the people, priceless.
But I promised I would share my experience, so I will remain honest without bumming everyone reading this out. Not that I expected bells and whistles, I have been out in the “real world” for some time to know better. Yet, the experience is not too far from disappointing for several reasons I cannot fully disclose.
The opportunity givers, whom I am still grateful for do not get me wrong, were not fully detailed about the amounts of money needed to simply exist in this oh-so-beautiful place. Furthermore, let us simply say that communications have been all but existent, which to be honest has been driving me crazy.
So here I am, using this space barely read to share my less than happy news that I have almost no money, am afraid of how I am getting to work in the upcoming weeks and basically have nothing left for food and/or do my laundry. Simple necessities really become important when you are here [inside my head], which I have sadly been many times before. [Insert irony here.]
Irony? Yes, irony. Why?
Well, my wife, who is doing very well in Indiana with my son and her family, said it best, “Babe, to be poor and do nothing at work, you could have stayed here with us.” Ironic.
Besides all these money troubles and lack of experience building, I also found out my Starbucks management did not manage any of my standing “opportunities.” Long story short, I will not have a job in August when I get back. So if anyone reading this has a job to offer, shoot me an e-mail and we will talk when I get back.
This afternoon, I also found out that I owe $1,500 to USF for two classes I did not take. I am not even getting into this. Let us just say I am trying to handle it. A break? Me? Never.
Am I ungrateful? No way in Hell!
One thing I have learned since I decided to take on the world sort-of-on-my-own about six years ago is that one cannot be ungrateful for anything that happens. Good or bad. Because negative shit happening around you will only get you closer to being positive, which will then get you closer to being balanced. And most of you actually reading this know all about me and my constant-balance-seeking teachings. Ha!
This morning, I began looking for a second job. Yes. Is that not about the last thing you would think would be happening? Well, it is happening. I figured I would begin looking in areas that would help me grow in my field. Luckily for me, I actually found two this morning. Of course, I applied first thing this morning. Fingers crossed.
I will make it work my friends. Although, I do wish I had my guitar here with me because I think it would really help me stay in line. Maybe I can find an acoustic guitar app.? Who knows?
Enough for this post; I will actually leave you on a positive note. Yes, positive!
These are some photos of my brighter days in the city, as the locals call San Francisco.
Thank you for stopping by. Perhaps the next time I post I will have gotten paid and all of this can go unexplained. On that note, never let money run your life. Not when you do not have any nor when you have too much. Remember, for millennia, we got along, survived and loved without the man-made, materialistically driven currency system.
I love you. You should love yourself more. I am a stranger for the love of all that is good!
PS: I am not sure how much weight I have lost, but I am two pant sizes smaller. At least one of my goals out here is not being challenged.
"It's times like these you learn to live again. It's times like these you give and give again. It's times like these you learn to love again. It's times like these time and time again." – Dave Grohl
Tuesday, May 25, 2010
10 Days Out... 4A's MAIP
Welcome to my blog.
Yes, there are a couple of things down there, but they were old posts unrelated to what the future holds for me and SoSaic.
Many people who know me are aware of my many quests and downturns... But what is important right now is the celebrations I will share through this tiny spot in the Web.
Moving on.
Back in Decemeber, my advisor at USF shared this great internship opportunity from the American Association of Advertising Agencies (4A's). I must admit, I was not aware of the level of importance and grandeur this internship held, but I pursed it anyway. After all, it is in The Constitution... ;)
(Pursuit of happiness... Get it? No? Alright, never mind.)
In two weeks, I had to refresh my book (portfolio) and resume, find two killer recommendation letters (thank you Mark Irby and Carol Osborne), write two essays and create a three-page ad campaign for Dentyne gum. Yes, two weeks. Crazy, huh?
Well, thanks to some amazing USF friends and my always loyal Lesha, we shot and produced the ads. Then, my incredible friend Mattias, who lives in Sweden, put it all together.
Incredibly enough, the 4A's never got my stuff... files were too big and the e-mail kicked it to my spam without telling me. Yes, I cried.
At any rate, I was able to submit my work and the Multicultural Advertising Internship Program (MAIP) committee got to finally see it. Lucky me.
Next thing I knew, around January or February, I was a semi-finalist in this nation-wide competition, which meant that a local agency was going to interview me to make sure I was not a lunatic Hispanic student.
That's me feeling good after my interview.
Clearly, I am not a lunatic since I became a FINALIST!
The MAIP team then submitted all of my information to the ad agencies playing along for the summer. And long story short, McCann Erickson gave me the opportunity to live my dream of becoming a copywriter.
This summer, I will be working with one of the best ad agencies in the whole country, which is still pretty surreal to me. But, I am going. I already know where I am living and working (thank you Google Maps), and I am loving every single second of it.
Sadly, my wife and son will not be able to accompany me, but nature's sense of humor is always on my side, so this story will be that much more dramatic since I am quite literately leaving everything I love behind... but only for the summer.
I owe many people gargantuan thanks, and I am doing this for my family, myself and for all of those who have been supporting and believing in me all these years.
I love you. And I hope everyone plays along with me while I attempt this blogging thing while in San Francisco.
Peace and balance,
Alex Santiago
twitter.com/SoSaic
Yes, there are a couple of things down there, but they were old posts unrelated to what the future holds for me and SoSaic.
Many people who know me are aware of my many quests and downturns... But what is important right now is the celebrations I will share through this tiny spot in the Web.
Moving on.
Back in Decemeber, my advisor at USF shared this great internship opportunity from the American Association of Advertising Agencies (4A's). I must admit, I was not aware of the level of importance and grandeur this internship held, but I pursed it anyway. After all, it is in The Constitution... ;)
(Pursuit of happiness... Get it? No? Alright, never mind.)
In two weeks, I had to refresh my book (portfolio) and resume, find two killer recommendation letters (thank you Mark Irby and Carol Osborne), write two essays and create a three-page ad campaign for Dentyne gum. Yes, two weeks. Crazy, huh?
Well, thanks to some amazing USF friends and my always loyal Lesha, we shot and produced the ads. Then, my incredible friend Mattias, who lives in Sweden, put it all together.
Incredibly enough, the 4A's never got my stuff... files were too big and the e-mail kicked it to my spam without telling me. Yes, I cried.
At any rate, I was able to submit my work and the Multicultural Advertising Internship Program (MAIP) committee got to finally see it. Lucky me.
Next thing I knew, around January or February, I was a semi-finalist in this nation-wide competition, which meant that a local agency was going to interview me to make sure I was not a lunatic Hispanic student.
That's me feeling good after my interview.
Clearly, I am not a lunatic since I became a FINALIST!
The MAIP team then submitted all of my information to the ad agencies playing along for the summer. And long story short, McCann Erickson gave me the opportunity to live my dream of becoming a copywriter.
This summer, I will be working with one of the best ad agencies in the whole country, which is still pretty surreal to me. But, I am going. I already know where I am living and working (thank you Google Maps), and I am loving every single second of it.
Sadly, my wife and son will not be able to accompany me, but nature's sense of humor is always on my side, so this story will be that much more dramatic since I am quite literately leaving everything I love behind... but only for the summer.
I owe many people gargantuan thanks, and I am doing this for my family, myself and for all of those who have been supporting and believing in me all these years.
I love you. And I hope everyone plays along with me while I attempt this blogging thing while in San Francisco.
Peace and balance,
Alex Santiago
twitter.com/SoSaic
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