“It’s Getting hot in here” (Hold the Nelly).

In the spring of 2021, I was chosen to collaborate with fellow design and marketing students to create an integrated marketing campaign for the dating app Tinder. Our team competed against numerous other groups in our region for a panel of judges in the collegiate National Student Advertising Competition, and my peers and I created visual assets for a campaign focused on increasing brand love for the product.

The campaign consisted of a 21 page plansbook to redirect the company’s efforts, various commercial ad spots, and a promotional collaboration with Dunkin’ Donuts highlighting a Tinder-themed coffee product. Efforts were focused on transforming the negative stigma that surrounds the app being solely used for hookup culture. Our goal with the campaign was to showcase Tinder in a positive light that represents an app seeking to connect people for dating and connections that last long-term.

With the NSAC prize being the privilege to be a creative liaison to the sponsoring company, the stakes were high. The overall winner would be offered direct partnership and influence with the marketing team. With a hefty advertising budget of 10 million dollars, we would be included in bringing the real-life campaign to fruition for the general public.