Dos Equis Social Media
Building a social world – The 2026 Social Media Guidebook
Social Strategy · Creative Direction · Art Direction · Content Systems · Concept Development · Production · Editing2026
Led development of the 2026 Social Media Guidebook. Translated brand’s direction into distinct content pillars, repeatable formats, and guidance for execution. Led creative direction for Dressed Content, building a visual world from concept through production & editing.
Direction for the everyday
The social guidebook defined how the brand’s “Stay Thirsty” ethos shows up across platforms – what each pillar should contribute, which formats could bring it to life, and how the brand could remain recognizable across planned content and timely moments. It gave the team a framework for making creative decisions beyond any single campaign.
Translated pillars into repeatable ways to make content, with distinct roles and visual approaches for each. Created consistency to strengthen brand recognition. Provided flexibility in structure to respond to various products, occasions, and cultural moments.
Most Interesting Person on the Street
Bring the Dos Equis "Stay Thirsty" mindset to life. Elevated man-on-the-street moments in culturally rich urban environments.
Dressed – Building a visual world
Dressing a Dos as a signature ritual
Led creative direction for Dressed, a content pillar built around the sensory act of preparing and serving the beer. Defined a settings for the series: a warm, styled kitchen, where the ritual extends into hosting, recipes, and shared occasions. Designed to make product feel craveable while establishing a recognizable look that could extend across our Lager, Cheladas, and seasonal content.
