Tinder
(Re) Shaping Culture
To stay relevant, Tinder needed more than a new campaign — it needed to reshape its culture in line with Gen Z, a generation seeking authenticity beyond casual dating. I defined the positioning — “Tinder Unlocks Your Journey of Self-Discovery” — and brought it to life with the Paris mood film “Domino Effect,” giving Gen Z a true voice in how they experience dating. This work inspired the UK campaign “It Starts With a Swipe,” and culminated in the documentary “Behind the Scenes,” where a Gen Z collective revealed the project’s deeper cultural and social resonance.
Tinder Unlocks Your Journey of Self-Discovery.
— Brand Manifesto.
Destiny is our choice. Who we are isn’t predetermined.
Our identity is built through passionate encounters and brushes with intimacy. We traverse the human experience and everything that entails – one hungover fry up at a time.
We explore the possibilities of adventure. Friends become lovers; lovers become friends. Nights turn to mornings, and we bond, lying back, staring at the ceiling, talking for hours.
And sometimes it doesn’t go to plan. Sometimes the plan was off from the start. But it’s ok, because we are all made of stories, good and bad. We go from goer to ghosted, sweetheart to stranger, new flame to cold shower – but it has to happen this way. How else do we find out what, and who, we really like?
We cringe at the present and then laugh at the memory. It moves us towards the ultimate goal: to love ourselves fully, completely.
Because that’s life – a never-ending journey of self-discovery, full of twists and turns, that takes in every experience, all of them leaving their mark. Life – it’s mad, beautiful, tough, exhilarating, weird, sensational, scandalous. It’s everything.
And it starts with a swipe.
The Domino Effect.
— Mood Film.
A raw mood film shot in Paris with Gen Z voices, capturing their multicultural codes of love and the domino effect of self-discovery.
It Starts With a Swipe.
— Mood Film. Watch
A UK campaign film bringing Tinder’s new positioning to life and turning strategy into cultural impact.
OOH campaign across London
Behind the Scenes–
A Gen Z–led documentary showing how deeply the project resonated on a cultural and social level. Cast, crew, and creatives volunteered to bring their own vision of dating to life, driven by passion rather than profession.