what the flip


Unscripted Series

Grindr wanted to address discrimination within the app. But we wanted to do it in a way that didn't feel preachy and had a clever hook of real users switching profiles. So we styled it like a social experiment that would get people talking (and laughing). 

"What the Flip?" not only exposes the way we talk to each other, but it also reminds us that we’re still human, and that we can do a better job of how we represent ourselves in the mad rush to connect.

This was Grindr's first ever web series, and it's one of its most popular and most engaged pieces of content. Each episode focuses on a different type of discrimination:

2017 shorty winner