DOCKERS
Social Media Strategy, Copywriting,
Art Direction for Social Media & Video Content
Team: Pablo Juárez, Jacob Briseño,
Valeria González, Cecilia Breceda, Diego Silva
Photography and Video by Pablo Juárez
As a Social Media Creative, I collaborated on the development of strategic content for Dockers México under Always a Fit, the brand’s new global creative platform. The client had identified the challenge of adapting the concept to the Latin American context. My contribution was approaching it from a cultural perspective — envisioning who “Michael,” the brand’s global audience archetype, would be within our cultural landscape.
From that insight, “Mario” was born — a more relatable, everyday character who embodied the values and behaviors of the Latin audience. This adjustment became a strategic cornerstone and was enthusiastically received by the client. Through authentic storytelling, witty copywriting, and relatable day-to-day content, we helped the brand connect with a younger, more contemporary audience — fresh in tone yet true to its established identity.
Property of Dockers