Written by Kianna Best on Aug 9, 2023. Posted in Production News

Love comes in all forms with Tinder campaign

In short 15 second bursts, Tinder captures the unexpected turns a simple dating app swipe can make. With titles including Summer Fling, Breakfast Boy and You Took Him Home, each of the projects showcase the romantic whimsy of dating today coated in dreamy aesthetics. The overarching campaign It Starts With a Swipe carries a gen-z focused essence exploring diversity of relationships that consider all audiences and users of the dating app.

“Tinder daters have changed the state-of-the-date by tossing out traditional views and are embracing unconventional experiences and a whole new vocabulary and we are excited to be able to reflect their reality through a vibrant and lush imagery in our campaign,” said Melissa Hobley, Tinder Global Chief Marketing Officer in a statement. “We were inspired by this new generation and how uniquely they look at themselves and their dating lives.”

Created in partnership with New York based creative agency Mischief, the campaign brings a liveliness to the dating scene as all possibilities are explored. Filled with drama and passion, the short scenes are intensely coated in high saturation and deep warm tones, courtesy of French hybrid phto-digital artist Pol Kurucz and production by Early Morning Riot. Summer Fling is a dreamy aerial shot of the couple who’s expected short lived romance spans across the seasons, all the while still enraptured with each other no matter the changing weather conditions that happen around them.

"Tinder's challenge to us was bigger than a change of brand perception—it was a change of dating perception,” commented Bianca Guimaraes, executive creative director and partner at Mischief.

Image courtesy of Tinder