DIEGO ENRIQUE SILVA

ME EMAIL IG

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

Dockers, the brand for dads, wanted a piece of the younger crowd. So, as part of the Social Media team, I helped turn their well-established values and communication strategy into one that actually worked in the Mexican and Latin American context.

To do that, we needed a character people here could genuinely relate to. The global campaign talked about “Michael,” but… Michael didn’t really feel like someone you’d meet in Mexico.

So we came up with Mario, our way of rewriting the concept so it spoke the local language — literally and culturally.

Through simple storytelling, witty copy, and day-to-day situations, we helped Dockers feel closer to a younger audience while staying true to who they are as a brand.

Property of Dockers