In the spring of 2021, I joined Indiana University’s National Student Advertising Competition team to create a campaign for Tinder.

For months, we brainstormed concepts on how to build brand love. I worked as the head copywriter in this endeavor, writing much of our brand book and directing others to help write the rest. Our cheekily titled “You Up?” campaign encouraged Tinder users to step out of their comfort zone and seek adventure with their matches. We wanted users to “Be up for Anything” and integrated a reality show on IGTV starring Tinder users. See our entire brand book below.