Tinder UK
Culture Reset
In 2023, instead of starting with a brief, I gave a young creative team a single freedom, to explore how they actually lived dating. No message to build. No KPI to hit. A pure cultural exploration, upstream of any commercial logic.
What emerged predicted, word for word, the strategic repositioning Tinder's CEO would announce publicly two years later. This wasn't luck. It was proof that creativity, when it operates upstream, doesn't decorate strategy. It predicts it.
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.
Domino Effect.
— A Cultural Diagnosis.
Domino Effect was initiated as a Paris-based cultural pilot to access Gen Z’s emotional reality through their own language of expression. Rather than producing content, the film functioned as a cultural diagnosis, revealing how humour, vulnerability, contradiction and a rejection of polished narratives shape their experience of dating. By capturing the messy, intimate chaos through which identity emerges, the pilot provided a raw and truthful foundation for redefining the brand’s direction.
It Starts With a Swipe.
— 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.