PROJECT
The League dating app partnered with agency Humanaut to launch a national campaign called "Be a GoalDigger" alongside a new product feature called "GoalMates" designed to celebrate goals and to match members who share the same ones. With 98% of singles reporting goals and ambition as a turn on, the campaign ushered in a new era of goal-setting daters.
STRATEGY
The League appointed me to be creative lead for their animated videos as part of their social media rollout for the campaign. Tonally staying on-theme and utilizing typography as my main design element, I conceptualized rhythmic videos that sent strong, unapologetic messages that resonated with the ambitiously-minded.
LEVELING UP
It was a very important role for me to execute animated videos that looked like an extension of the OOH placements which were displayed in high-traffic area of New York MTA Subway stations and LAX Airports in Los Angeles. Without any references or inspiration provided, it was up to me to bring the voice of the campaign's messaging to life and I was able to accomplish that within a quick turnaround time.
