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Dockers Spring Campaign

Role: Interactive Art Director
Agency: DraftFCB
Client: Dockers
Category: Digital Advertising

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Overview

The Dockers Spring campaign involved producing a broad suite of digital banners and rich media placements capturing the brand’s seasonal tone — approachable, confident, and lifestyle-driven. The work required translating Dockers’ classic, masculine aesthetic into a cohesive set of digital ad formats.

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Design Challenge

The challenge was expressing modern lifestyle energy while staying true to the brand’s core identity. Banner formats were highly constrained, demanding clear hierarchy, brand consistency, and strong message delivery without losing tone or visual balance.

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Approach & Visual System

I designed a modular visual system that balanced brand clarity with an understated sense of style.

Art-direction considerations included:

  • Warm, sun-lit tone: Light, natural color grading suggested spring energy without overpowering layouts.

  • Lifestyle editorial cues: Cropped photography, soft shadows, and balanced spacing conveyed an understated premium feel.

  • Masculine typographic presence: Strong, clean typographic choices emphasized clarity while reinforcing Dockers’ brand voice.

  • Template consistency: Reusable layout structures ensured smooth adaptation across all IAB formats.

This system allowed the campaign to look cohesive, clear, and brand-correct across a high volume of deliverables.

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Outcome

The campaign delivered a clean, lifestyle-driven digital presence for Dockers across formats and placements. The work demonstrates strong production discipline combined with subtle, tasteful art-direction decisions appropriate to the brand.

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Tools & Skills

Tools: Adobe Suite, Animation tool
Skills: Modular Visual Systems, Cross-Format Production, Brand-Driven Execution​

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