Get into a golden state of mind
Cruise the California coast with Keaton, Moriah and Christopher as they turn detours into destinations, make the most of the unexpected and stay ready for whatever’s next in the newest Fall looks from Dockers.
From on the road to off the map—be ready
Product Shots + Style :06s
Roll down your window and roll up your sleeves
IG Launch Grid Takeover & TikTok Videos
Dockers Fall ‘21
global brand campaign
Get into a Golden State of Mind with the Fall 2021 global brand campaign for Dockers.
We created a world where three friends set out on a California road trip and focused on how the Dockers fall collection kept them ready for wherever their journey took them. From the redwood forest to a local taco shop, Keaton, Moriah and Christopher were always ready for whatever’s next.
This campaign encapsulated the brand’s spirit of California optimism and confidence, and with it, invited everyone to start turning detours into destinations and to embrace the unexpected.
In the end, we took the brand that was famous for inventing Casual Fridays into the lifestyle space, reaching a younger demographic through paid placements on Hulu and owned social channels, broadcast spots in Spain and France, Spotify audio ads, style-focused :06 Snaps, original TikToks, and organic and paid social posts.
Agency: Laundry Service
AD/CD: Dominic Orlando
ACD: Sam Mindich
CW: Anna Cincera
AD: Katie Beasley, Alison Young
Designer: Alison Young, Rachel Frankel
Director: Elizabeth Weinberg
Photographer: Elizabeth Weinberg, Darrell Jackson