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I developed direction and design for a hypothetical Summer 2019 Campaign for Tinder where the brief was to design a campaign to encourage new and returning 18-22 year old users to engage or re-engage with the app on their summer break.

Tinder will own the summer fling. Summer is the time of year young adults look forward to most. School’s out; they’re newly independent; they’re ready to let loose, relax and unwind. Many travel, some take internships in an unfamiliar city, some go back home—all of which present an opportunity for a summer fling. Not a hookup, not vacation sex, not a new relationship that may go on indefinitely that will one day need to be defined, but a silently agreed upon we-both-know-what-this-is short-lived romance. Tinder was born for this. College-age students on summer break are embracing freedom. Freedom from school and possibly work. Freedom from their day-to-day responsibilities and schedules. And freedom from their parents’ protection, rules, and belief systems.

They are becoming independent of mind, body and expression. They have waited their whole lives to forget what they’ve been told by their teachers, parents and society, and express themselves fully, both on their own and with another. For Summer 2019, let’s show that freedom is finding someone you can truly be yourself with and connect with authentically. And that Tinder, with its expansive and diverse international user base, is the perfect place to do so. Collage aesthetic calls to memory making, expression of individuality, and a rebellious punk vibe that is inherent in the nature of a younger person coming out from under the oppressive wing of their rule makers. Capture the vibe of subtle but impactful moments.