Bumble BFF —

the business challenge

Bumble BFF (Best Friends Forever) wanted to celebrate International Friendship Day in a way that felt authentic to its brand — not just as a social app, but as a connector of real human relationships. The challenge was to translate digital connection into real-world belonging, creating an experience that would resonate emotionally, build community, and drive awareness of Bumble BFF’s mission to help people form meaningful friendships.

the solution

We designed and produced Bumble BFF’s first-ever in-person Friendship Festival, a one-day celebration built around connection, joy, and shared experience.

The event transformed a downtown venue into a vibrant social playground — complete with interactive installations, shared dining tables, conversation cards, and curated “Meet Your New BFF” activities designed to spark genuine interactions.

Programming highlights included:

• Friendship activities featuring guided icebreakers and conversation hos


• Pop-up photo moments that encouraged authenticity over perfection


• DIY gifting and making stations for attendees to create something personal to exchange

• Live music, wellness corners, and food partners representing inclusivity and Toronto’s creative pulse



Every element was designed to embody Bumble BFF’s mission: that friendship, like dating, deserves celebration, effort, and a great first impression.

the resultS

• Instant cultural moment proving digital communities can thrive offline

• 1,000+ attendees on International Friendship Day

• Momentum extended into a 5-week Bumble BFF Film Series — free movie nights every Tuesday in August, 750+ attendees per night

• Millions of earned-media impressions across national and lifestyle outlets

• #BumbleBFF and #FriendshipGoals trended locally on social

• 65% of attendees reported making a new connection or continuing a conversation post-event

• Established Bumble BFF as a leader in experiential brand building, inspiring similar activations in other markets

What This Proves

• Cultural traction → program extension: Friendship Day sparked a month-long, sponsored film series, converting app community into recurring IRL meetups.

• Earned visibility: Multiple lifestyle outlets amplified the series, cementing it as a city-wide August pick.

• Guest enthusiasm: Ongoing posts and turnout signaled strong repeat engagement and positive sentiment.

• A digital platform can succeed in engagement IRL if the strategy is authentic and truly community building in its core.

our role

Lead Producer & Strategic Experience Architect


Developed the overall event concept and experiential journey; led venue design, programming, partnership procurement, and influencer strategy.

Oversaw marketing and communications integration to ensure brand storytelling translated seamlessly from app to experience.

The result was more than an event — it was a living embodiment of Bumble’s mission: to create kind, meaningful, and modern connections in a world craving real friendship.