Lewis Capaldi x Tinder

  • Jim Wilmot

Globe worked with Tinder UK and Virgin EMI to create a personality led partnership to coincide with the launch of Lewis’ ‘Bruises’ single campaign. Globe Productions kicked off the PR with a ob-doc film of Lewis Capaldi pasting giant size posters of his Tinder Profile Picture - the same posters would be distributed across billboards at tube stations, bus shelters and universities. The story continued with a green-screen shot studio piece, where Lewis talked through a hypothetical ‘Tinder Gold’ dating story with his usual irreverent charm. The piece culminated with Lewis giving fans the chance to win tickets to come to his Brooklyn show, state-side. As Lewis returned from his US show and began his UK leg, Globe Productions announced another competition to win tickets - this time with Lewis stepping out of his tour bus, a transformed US rockstar, only to be lambasted by his grumpy bandmate. The team also captured a ‘Tinder Tip’ tutorial with Lewis offering users hacks for creating a date-worthy profile. The suite of assets was cut and formatted for various artist and brand social platforms. All content was produced/edited by Globe Productions, conceptualised by Account Director Francesca Hayward and Creative Directors Rory Dewar and Will Nichols. All video content was scripted and directed by in-house director Jim Wilmot. The partnership picked up over 100 pieces of press and over 1 million views across Lewis’s own and Tinder’s channels. The campaign link to the USA fit perfectly with his own campaign to get to number 1 in the USA which he succeed to do when ‘Someone You Loved’ rose all the way to the top of the Hot 100 after six months on the chart.


  • Universal Music UK logo

    Universal Music UK

    • Music
  • Tinder logo


    • Technology
  • Virgin EMI Records logo

    Virgin EMI Records

    • Music