THE TINDER SWINDLER
Change the conversation about love.
I directed and creatively produced Netflix’s #WildThingsForLove campaign with BBH and PXL. By asking people about the wildest thing they had done for love, we invited participation and challenged the victim-shaming narrative around The Tinder Swindler.
Client Netflix
Agency BBH + PXL
Role Director + Creative Producer
An invitation to share
Netflix talent and creators answered the same question, giving audiences a starting point for their own stories. I directed seven remote shoots across six cities and two continents in three days. Final assets were localized and adapted for TikTok, Instagram, YouTube and Twitter.
From a film to a conversation
The hero film generated more than 15 million aggregate views. More than 500 TikTok users responded with their own Stitches, and #WildThingsForLove generated more than 100 million impressions.
Social participation and press coverage opened a broader conversation about victim shaming. The examples here show how audiences and journalists engaged with the subject.
Press Response
The Tinder Swindler became the first documentary to reach Netflix’s No. 1 film position in the U.S. and recorded 45.8 million viewing hours worldwide in its debut week. These film results provide release context; they are separate from the campaign’s social metrics.
The wider response to the film
Cecilie, Pernilla and Ayleen later set up a GoFundMe that attracted more than 9,000 donations and raised over $180,000. This was part of the wider public response to their stories.
