imagiCal is a UC Berkeley’s award-winning creative strategy agency. As Berkeley’s chapter of the American Advertising Federation, we compete in the National Student Advertising Competition. Our 2021 client was Tinder, who wanted a B2C campaign that worked to inspire and evoke brand love among Gen-Z users. Our team performed strategic research and brand strategy, and used these to ideate creative marketing and experiential executions, all the way to high-fidelity brand assets and finalized deliverables. Due to our efforts, we finished 4th nationally with a special award from judges Tinder for our use of earned and paid media, our highest placing finish ever in this competition! We are looking to do even better this year, when I am acting as Chief Marketing Officer. Please contact me if you are interested in seeing more about this project and the full plansbook. All material now owned by Tinder.