Cultural zeitgeist Beam Me Up Softboi (a,k,a Iona David) is an Instagram legend famous for her highlighting of the 'Softboi' rhetoric, and other comical-and sometimes dangerous- dating tropes. Beam Me Up Softboi has recently worked with Unbound on multiple successful campaigns, and the account has featured in The Guardian, Vice and Dazed. Iona David currently writes for Vice, usually surrounding internet cultural phenomena, and Gen Z tropes.