This is my three-page ad campaign concept for the Tinder app. The mobile platform is best categorized as a casual dating service, with females making up slightly less than half of all users. I proposed to create a reveal campaign for Cosmopolitan Magazine that would encourage girls in their mid-twenties to sign up for Tinder.
To contrast with the airbrushed models within this publication, I opted to make the lead of my advertisements a quirky young woman. She isn’t ashamed of her flannel pyjamas nor of the funny face she makes in her profile picture. She’s the girl next door, but she’s also got plenty of personality, curiosity, confidence and an adventurous spirit. She can be sure that she’ll find what she’s looking for on Tinder, because the odds are in her favour, and she knows that she’s a catch.
I aimed to demonstrate the ease with which girls can meet men on Tinder, based on any criteria. Furthermore, I wanted to reverse the trend of female objectification, which still occurs far too frequently within the pages of women’s magazines. Here, the man is objectified, and I ultimately hoped to break stigma surrounding girls who seek out casual physical relationships. The three ads feature a close-up view of Jessica holding her smartphone, and suggest that the entire process of setting up a profile, searching for suitors and stumbling upon a match takes just a few minutes’ time. I’ve provided instructions for how to use the app on the bottom, as well as an easy call-to-action in the form of a scannable QR code to encourage the immediate download of the Tinder app.
This was a composite project, intended to challenge my skills across Adobe Creative Cloud software. I used Photoshop to retouch and manipulate the images of the male and female users, and to apply a view of my own bedroom ceiling in the background. With Illustrator, I accurately recreated three screenshots of the app in use, including the phone’s status bar. Finally, I brought the combined graphic work into InDesign, where I laid out all of the text. I sharpened my CC skills greatly throughout this early assignment, teaching myself new techniques and seeking out technical tricks through YouTube videos and forums.