360 Safety & liberation campaign for Pure

TOV, marketing copy & product copy for Pure

Sex positive dating app Pure had two missions:

1) Launch in Paris with awareness creatives emphasising safety and liberation

2) Clean up the UX and launch safety features and make it as user friendly as possible

How I helped:

  • UX copy, in-app copy, CRM copy

  • 360 marketing copy - socials, OOH, etc

  • Working closely with the design team to develop intentional imagery and complete post-design copy quality assessments.

  • PR copywriting

  • Scriptwriting and narrative direction for video content.

  • Sourcing and managing copywriters for translation.

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The launch video

A social media video created to officially launch the Pure app in Paris and introduce the brand’s safety features and liberating community.

Hitting the streets

Provided by Uncle (who we partnered with to distribute the creatives in the right places), here’s a video of all the creatives myself and Lucie produced for this (so, so fun) campaign.

Black and white illustration of diverse people holding hands in a circle, with the words "Liberté, Sécu, Sensualité" and a small logo for Pure Dating App.
Six colorful advertisements for the Pure Dating App, each featuring stylized illustrations of characters with unique designs and French text.
Underground metro station with a colorful advertisement featuring a cartoon face inside a peach, with a leaf on a stem and the text "Pure à elle le plaisir." The station sign shows the line 11 to Rosny-sous-Bois, with the current timestamp 8:10.
Subway platform at Rambuteau station with signage, maps, and a colorful advertisement with a stylized figure and text promoting an app.
A woman in a black leather jacket and light blue jeans walking past a wall with two playful stickers. The top sticker depicts a stylized fish with a spoon and fork, with text in French that reads "Ceci n'est pas un cocu." The bottom sticker shows a c
City street scene with a free poster display board featuring black and white illustrations and French text, trees without leaves, and a modern bus stop shelter in the background, with a few pedestrians walking.
Street scene in Paris with a large cylindrical advertising column decorated with colorful illustrations and text, surrounded by pedestrians and cars, with trees and modern buildings in the background.

READY TO GET STARTED?