Matty Yu    Selected Work (between 2020-2026)Email, LinkedIn, Instagram
The Madbury Club Oral History | Complex Fall ‘25 Issue

🙋🏻‍♂️🍎🗽
Hinge - Awkward, TogetherJune 2025Creative Strategy, Project Management,  Production















Hinge - Awkward, Together

Hinge partnered with Perfectly Imperfect to create  “The Guide to being Awkward, Together”, a user-generated guide on their platform using their Daily Ask feature. Users were asked questions about awkward social moments, embracing that these are expressions of sincerity and vulnerability.  

Press:
The Face


Key Contibutors, Event Hosts and Attendees:
Rachel Coster, Peyton Dix, Nimay Ndolo, Kyle Chase & Veronika Slowikowska, Shy’s Burgers, Loser’s Eating House, Slushynoobz, Jazmine Brown, Henry Smith, Gus Dapperton

Production Partner:
Starkman & Associates

All event photographs by:
Matthew Weinberger

Roles:
Build a new framework to help guide casting Creators, Community Leaders and Tastemakers for this program, with strong considerationss to how teams with long-term relationship strategies can richen their existing relationships through this work

Identified, onboarded and contracted an experential production agency who can excute spatial design, sourcing, F&B outreach & logistics, merch design and production up to Hinge Brand standards

Facilitate FigJam Think sessions, unlocking teams ideas into one place, and cluserting them based on effort and resources required to bring them to life

Steered the internal cross functional teams with project updates that may impact their workstreams. For example, sharing with Comms that we secured Rachel Coster, Peyton Dix and Nimay Ndolo created a more compelling story for media partners = stronger chance for organic press pickups

Oversee the pre-pro booklet built by Starkman, ensuring talent riders are fulfilled, there’s back of house space in the floor plan for VIP guests, talking points weave in brand messaging, photographers have a face sheet to work off of, and a clear overview of the day-of ROS




Thanks for getting this far.