For my senior year capstone class, I was competitively selected to be a part of UT Austin's NSAC (National Student Advertising Competition) 2021 team as an art director. We were tasked by the client, Tinder, to come up with a campaign to attract Gen Z users while also establishing Tinder as a lifestyle brand and building brand love.
Problem: As 18-19 year olds gain agency over their social lives, they look toward social platforms to satiate their desire for authentic connections. However, most platforms come with a need to perform, the competitive pressure to go viral, and the expectation to maintain forced relationships
Solution: Tinder is a space for unlimited play without having to worry if it pays off. It’s your experience, not your audience’s.
OOH: Wild Postings
Social Media: Interactive Instagram Story Ads and Snapchat Mini-series
Tinder-sponsored banners ads on Twitch and Crunchyroll
AR Experience: Tinder Hot Takes and Spotify Audio Ad