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Joined the world’s most powerful gay social network,
with a platform of over a million active users a minute,
to change cultural perception of the "hook up" brand
through cultural disruptions, product innovations, and irl activations.
Developed and launched “GAYMOJIS”,
500 unique, hyperlink enabled emojis tailored to the gay community.
Launched in the New York Times,
Gaymojis garnered 400 million impressions
with over 50 million gaymojis sent in one week.
Commissioned a seven-city global study
on the concept of “safe spaces” post the Orlando massacre with artist Matt Lambert.
The photo series was published as Grindr’s first limited edition book, “HOME”, and launched in Berlin.
INTO explores nightlife globally with short films that feature in the moment clubs, performers, and locals sharing the experience of the region.
Created and curated the content hub “INTO”,
a digital channel sourcing content from Grindr’s global user base
across topics ranging from travel to civil rights to culture.
Content is distributed aross multiple touchpoints
(in-app & online), allowing Grindr to expand beyond one purpose,
and support the LGBTQ community globally.
INTO's series "PROLIFIC" profiles members of the LGBTQ world who flourish even when faced with adversity. Their success is the community's victory . . . and inspiration.
INTO also entertains.
Leveraging Grindr's Gaymojis, we created a world where they come to life,
heroic and random and odd.
Grindr’s new take on nightlife.
The black tie pajama party brought together
"dreamscapes" from Visionaire artists,
was called the “party of the season” by the WSJ,
and launched a global IRL franchise
(next up, Fire Island and Ibiza)
Created a capsule fashion collection (“VARSITY”)
and launched during the Olympics,
with proceeds going to fight homophobia in sports
Partnered with J.W. Anderson,
Britain's menswear AND womenswear designer of the year,
to livestream his runway show exclusively through the app.
The show received over 100,000 views,
and Grindr won the “FASHION FUTURE AWARD”
from the British Council of Fashion Design.
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Copyright LANDIS SMITHERS 2017