Reframing the app for a generation over dating.
Gen Z doesn’t believe in dating apps anymore, at least not for romance. They’re here for stories, chaos for the plot, and connection. We tapped into that mindset and flipped the narrative: from finding the one to finding a good time.
This wasn’t a love story, it was a summer series of unexpected encounters, delusional optimism, and main character energy.
My role:
Creative strategy from the ground up: insights, ideation, storyboarding, research, tone of voice development, copywriting, briefing creators, and managing the full campaign delivery.
Core focus:
Repositioning Tinder through Gen Z’s lens
Writing culturally fluent, chaotic-but-sharp copy
Building narrative arcs that worked across platforms
Collaborating closely with creators and visual teams