DOCKERS




Social Media Strategy, Copywriting,
Art Direction for Social Media & Video Content


Team: Diego Silva, Pablo Juárez, Jacob Briseño,
Valeria González, Cecilia Breceda
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. My key contribution was identifying the need to adapt its narrative to resonate with the Latin American context, where the original buyer persona,“Michael”, didn’t fully align with local lifestyles or cultural cues.
From that insight, we introduced “Mario”, 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 visual storytelling and authentic content, we helped the brand connect with a younger, more contemporary audience, while staying true to its timeless identity.

Property of Dockers