What started as a $5M paid media brief turned into a $40M+ effort to reimagine how Tinder connects with Gen Z women. Swipe culture was getting stale. So we shifted the tone, building daily social creative that matched their humor, pace, and values. That meant relatable memes, creator collabs that actually hit, and showing up in conversations that mattered. We partnered with Call Her Daddy, tapped into talent like Jake Shane, and built campaigns that felt more like culture drops than ads.

That same energy led to The Game Game, Tinder’s first collab with OpenAI. A voice-based flirting experience where users try to charm absurd AI characters into saying yes to a date. Think improv meets dating sim. To drive hype, we brought in Twitch creators like Brooklyn Frost and Vinnie Hacker to stream it live, turning gameplay into cultural currency. With real-time coaching and chaotic charm, the campaign helped reframe Tinder as a space to match, mess up, and try again.

__

Client: Tinder
Role: Director of Strategy