TINDER SWIPE NIGHT
Service | Creative & Art Direction
Industry | Social App Experience
Year | 2021
Directed By: Karena Evans
My Role: Art Director
Swipe Night was an interactive mini-series on Tinder where your choices lead to different endings, giving you the chance to connect with new people. Awarded an Gold Canne Lion.
Tinder faced a critical retention challenge with Gen Z: the "swipe" had become a mindless mechanic, and matches were failing to translate into meaningful conversations. We set out to transform the app from a passive utility into a live, must-watch social event that would provide users with a shared experience and natural icebreakers. I joined the project at its inception to help build the entire visual ecosystem for this first-of-its-kind interactive experiment. Our goal was to blend high-end entertainment with product design, creating a "Choose Your Own Adventure" apocalypse story where every decision signaled compatibility.