Don't do Tinder.

Don’t do Tinder.

ART DIRECTION, DESIGN

SEPTEMBER 2022

CONCEPT WORK

TINDER

Tinder Studio
CD: STEVEN PHAM
COPY: KAEYLYN LARK
PM: TIM HOGAN
MOTION: EMMY BUCKMAN

Dating apps are overwhelming and exhausting. The expectation of having a genuine conversation with multiple unknowns, the immediacy of it all just becomes fatigue. In an effort to attract a younger demographic, a campaign that matches the attitude and cultural values of the times is necessary. 'Don't do Tinder.' was born out of an effort to remind people that Tinder is just a dating app. It's not that deep.

For an FY2023 campaign idea, I pitched a stylistic world that adopts the over-the-top nature of throwback PSA campaigns to take on Tinder dating stigmas. The Tinder Swindler movie utilizes a pre-internet Stranger Danger adage: You may have access to a private plane but you also have access to scammers. The good comes with the bad, that's just a universal concept.

So this campaign asks: if you're giving into fear mongering about things that are outside of your control, are you really living?