Role: Creative Lead
Scope: Multi-market experiential campaign (UK & São Paulo)
Output: IRL events, brand environments, content and activation framework

I led the creative direction for Bumble’s “We Have Mutuals” IRL activations across the UK and São Paulo, developing a flexible live-events framework that could adapt to different markets while maintaining a consistent brand experience.

São Paulo marked Bumble’s first move into IRL events, with a focus on building trust and awareness beyond the app. The challenge was to create something scalable, while still feeling local, social and genuinely engaging.

I defined the creative approach across spatial design, event format and brand expression, ensuring each activation felt rooted in Bumble’s core purpose while responding to the cultural context of each city.

The concept combined café takeovers with a programme of hosted social events, designed to create relaxed, low-pressure environments for connection. I worked closely with local teams and partners to adapt pacing, tone and spatial flow to São Paulo’s social energy, while maintaining a consistent brand presence.

This approach allowed Bumble to establish a repeatable IRL framework that could scale across markets, embedding the brand into real-world social rituals while supporting long-term brand growth beyond digital.