The dating app Mutual approached me and a group of fellow students to develop a compelling ad campaign aimed at increasing downloads and re-engaging their 18–23-year-old audience. Over 12 weeks, we created a campaign centered on relatability called “The Feeling is Mutual: Find Others Like You.” It focused on three key pillars: 1) relatable situations and interests, 2) validating statistics, and 3) encouraging, feel-good messaging. Since launching the campaign, Mutual has seen a 154% increase in engagement and has adopted our visual style across their brand. This project taught me the value of collaborative thinking — how 1+1 can equal 3 — and reaffirmed the importance of truly understanding your audience to create meaningful, effective work.
Graphic Design
Illustration
Creative Direction
Copywriting
Video Overview
Advertisements
We chose a tame grunge, hand-drawn, torn paper style — a look that resonates with our target audience of 18–23-year-olds. Our approach made the advertising feel personal, humorous, and inviting by actively incorporating the audience into the brand experience.
Murals
"Buzzfeed"
Style Quizes
Organic Social Content
