For the past 20 years, Santiago has created simple ideas executed in unconventional ways, with a conceptual and strategic approach for LATAM, Mexico, and the Multicultural U.S. Market.

He has worked at independent creative shops in Miami, New York, and Buenos Aires with local and global brands, such as Burger King, Corona, Volvo, Pepsi, Doordash, Popeyes, Trident, Suzuki, Spectrum, Aarons, Apple, and Rolling Stone, among others.

As former ECD at We Believers, his work contributed to the agency's achievement of becoming the #1 Independent Agency and #2 Agency of the Year 2022, and also named 2022 Creative Agency of the Year by Ad Age.

He has been recognized by all major advertising awards, winning over 300 accolades, including 16 Cannes Lions, a D&AD White Pencil, a One Show Green Pencil, winner of the first-ever World Changing Ideas by Fast Company, and 13 Grand Prix. 

In 2021, he had his first children's book published, with the second in the final stage and the third in progress.

Recently, he founded an agency with two people he admires and a name that represents a fresh start: Springtime.