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. ​​​​​​​
ProblemAs 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. ​​​​​​​
*Our campaign helped inspire Tinder's launch of their own version of our "Hot Takes" idea, which went live to the public in June 2021. Read more on how this idea was brought to life here and here!
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
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