After a history-making IPO and a year of isolation, Bumble wanted to position itself as the app to unlock your post-Covid summer of love. To do that, we zeroed in on the little things single people missed the most—holding hands, making out, dancing close—and created a visceral 360 campaign (shot on film), featuring an original remix of CeCe Peniston's iconic track “Finally.” We built the campaign to stretch globally, tailoring the message for each region and encouraging vaccination.

I led creative strategy for the original Bumble AOR pitch, which we won that January. For this campaign, I led strategy and copy during creative development and crafted the “Finally” line and tie-in. I was the primary agency creative lead during the on-location shoot across New York, and I oversaw edits for all the spots with Mariam Farooq.