HINGE.NFAQ

2022 / WEB / CAMPAIGN

ROLE
CREATIVE DIRECTOR


CLIENT
HINGE

︎︎︎

A new dating resource from Hinge dedicated to providing a platform for LGBTQIA+ daters to answer the questions not talked about enough.

NFAQ, or Not-so Frequently Asked Questions, was launched in close collaboration with Stink Studios to establish the voice, positioning and identity of the community-driven initative spanning social, digital, OOH and the hinge.NFAQ.co microsite.

The new website is bold, expressive and dynamic with modern functionality and discerning UX. A core color palette of black and “Flex Gold” balance dynamism and prestige. Pages with dark backgrounds and larger images express who New York Times Advertising is, while the content-rich pages are intentionally lighter to ease in the digestion of more complex content.

While the answers don’t always come easy, NFAQ brings together six respondents to tackle the wide variety of challenges that dating in the LGBTQIA+ community can present. The Not-So Frequently Asked responses are showcased in a single microsite resource where daters can find answers and get to know the NFAQ respondents with profiles and links to social. Most notably, the site engages new daters directly by providing an opportunity to ask their own questions.

✨️ THE RESULT 

After 1-week post-launch, the Hinge.NFAQ.co microsite reached 46K+ visits and a combined 1.12M video views across influencer content on TikTok and Instagram.

👀️ FEATURED IN
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🖤️  THANKS
CREATIVE Garrett Close^(DD), Jaycee Masucci, Diego Holzman, Cody Cano, Zhenya Rynzhuk / PRODUCTION Jen Vladimirsky^(EP), Julieta Capparelli / TECH Kristofer Black^(TD), Juan Laría