Since its founding, the Bumble app has been synonymous with its feminist mission. Our goal with this campaign was to demonstrate the power and benefit of making the first move—not just as a feminist rallying cry, but because it makes for better experiences in dating. In other words, it gets you the good stuff.

In this integrated campaign for North America and Canada, we flipped an old truism on its head. Good things don’t come to those who wait; they come to those who make the first move.

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 “Good things…” line and tie-in. I was also instrumental in developing the visual creative for the live-action spots and worked closely with the director to shape the edits.