Tinder revolutionized dating culture, making it easy to meet other singles with just a swipe. In 2019, Tinder was ready for its next game-changing innovation. Our goal was to breathe new energy and cultural relevance into the brand, while providing Gen Z singles with a more meaningful way to match.

Enter Swipe Night - a first-of-its-kind interactive content series inside the Tinder app. The story is a first-person, apocalyptic adventure where at key turning points, Tinder members decide what happens next. Their choices dictate more than just the story; they impact who they match with and what they will chat about. By inviting users to match through Hollywood-standard entertainment, Tinder gave people a reason to come back, swipe, and see the story unfold every Sunday.

In creating the AI and graphic identity for Swipe Night, we visually translated Tinder's infamous "Swipe" into a Slash (/) that's used throughout the game for swiping left or right.

Swipe Night created a cultural moment that disrupted the norms of dating, entertainment and beyond, reclaiming Tinder’s throne as the dating-app innovator.

Millions tuned in.
More viewers than the entire 2018/2019 seasons of some of TV’s most popular shows, including Saturday Night Live and The Bachelorette
The premiere had 4x the viewership of the pilot episode of HBO’s Gen Z hit Euphoria

It enhanced their Tinder experience.
26% increase in matches over a typical Sunday night
12% increase in messages among matches in the US

Culture took notice in a big way.
4 billion earned impressions
1640% spike in Twitter mentions of Tinder upon release
Dubbed everything from “Product? Experience? TV Show?” to “The Future of Dating” reinforcing its first-of-its-kind and hard-to-classify nature
Named “one of the most innovative video companies of 2020” by Fast Company