The online dating app Hinge has launched “The Moment I Knew,” the second iteration of its European “Designed To Be Deleted” platform, which captures authentic “aha” moments from Hinge daters when they know they’ve met their one. Created and developed by the creative collective Birthday, the 360 campaign spans nine markets and reminds daters that Hinge is the dating app designed to be deleted, with a mission to help people make meaningful, in-person connections.
Launching in Germany, France, Spain, The Nordics, Italy and the Netherlands, the five films feature stories gathered from a panel of Gen Z and Millennial Hinge daters. All films capture genuine dating scenarios, like enjoying a hot pot date, taking a cold plunge together, and visiting a food market, with each couple showing the viewer the special moments when they realized, they no longer needed Hinge and deleted the app. We then see Hinge, the dating app’s furry icon, amusingly meet its demise based on each date.
This 45-second spot provides a glimpse of the varied couples who met via Hinge and happily no longer needed the app once finding true love.
“The Moment I Knew” campaign was filmed in Stockholm, Sweden, with Stockholm-based Pine Productions and Swedish award-winning indie director, Malin Ingrid Johansson, whose short film Madden received much praise and recognition.
Corinna Falusi, founder, Birthday, said, “This pan-European campaign celebrates those striking moments when you cross that line of dating and realize this is someone special. This campaign tracks a couple’s dating evolution, building to a decision to delete.
“Pointing the camera towards and seeing all the beautiful quirks and moments leading up to a feeling of knowing that this is a person I want to spend my time with; that was pure luxury for me as a filmmaker,” said director Johansson who added, “This is about being a human and all the beautiful quirks that make us who we are and that are also what make people fall for one other. I have a theory that it’s when we dare to show our full selves, with all the quirks, that connection really can happen.”
CreditsClient Hinge Agency/Creative Collective Birthday Corinna Falusi, founder; Jamie Standen, Erik Norin, partners; Maite Albuquerque, creative director; Yara Dalens, Benedicte Morin, creatives; Lisa Cadwallader, James Fraser, strategy; Tina Blech, Sjo Schutt, Mara Rizzetto, Francesca Musetti, Karly Brooks, Alexander Rehm, writers. Design Kinoto Studio. Production Company Pine Malin Ingrid, director; Monica Sanchez, first AD; Adam Holmstrom Meinking, exec producer; Daniel Arfwedson, producer; Ludwig Ljung, line producer; Matilda Altho, production manager; Rebecca Mondvay, coordinator; Kate Arizmendi, DP; Ruta Kiskyte, production designer; John Rang Schmidt, props master; Selam Fessahaye, stylist; Soley Astudottir, makeup & hair. Editorial Cabin Editing Company Carla Luffe, editor. Sound Design Redpipe Ballad. Music Supervision Solid Music Supervision Li Stanley, music supervisor. VFX/Online Jonathan Wendt, VFX supervisor; Hampus Linden, VFX.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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