Ad of the Day: Hinge explores the nuances of modern romance
The ad, which builds on the dating app’s ‘No Ordinary Love’ anthology, was created by the creative collective Birthday.
Hinge is highlighting the experiences of real couples who eventually met on the app. As daters wrestle with expectations about how and where their love story should begin, the new campaign challenges the binary of meeting either in person or on a dating app. Instead, ‘It’s Funny We Met on Hinge’ showcases how the path of today’s relationships doesn’t necessarily fit perfectly into either mold.
Each video features the stories of seven real-life couples who unknowingly crossed paths in person – such as through overlapping childhood neighborhoods, mutual connections with family members, and brief interactions at work – but ultimately connected after matching on Hinge.
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Across the seven films, the couples candidly reflect on their romantic journeys, from initial hesitations about dating apps to the role of intentions and timing that brought them together.
The campaign will run on social media and streaming services in the US, Canada, UK, and Australia from December 26, 2024, to early March 2025.
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Credits
Birthday
Founder: Corinna Falusi
Partner: Jamie Standen
Partner: Erik Norin
Creative director: Christine Petrowsky
Creative director: Brennen Cooke
Executive producer: Margaux Ravis
Project manager: Alexandra Szilyagi
Designer: Echo Wu
Strategist: James Frazer
Strategist: Dani Howe
Strategist: Lisa Cadwallader
Writer: Martin Baker
Consulting advisor: Sherri Chambers
Public relations specialist: Gabby Lott
Collaborator: Camille Thompson
Collaborator: David Yousif
Collaborator: May Jeong
Collaborator: Elyse Marcinkowski
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Production
Production company: Serial Pictures
Director: India Sleem
Head of production: JP Colombo
Executive producer: Sara Greco
Producer: Jake Agger
Producer: Magali Sagarra (The Lift)
Director of photography: Alexis Zabé
Social photographer: Eleanor Schmitt
Casting
Casting company: Haven&kin
Founder: Angie Schoemer
Casting producers: Kristen Moss, Ruba Audeh, Christina Mayorga
Editorial
Editorial company: Cabin Editing Company
Editors: Matt Schaff, Tom Hohle
Assistant editor: Katie Pehowski
Head of production: Lisa Barnable
Executive producer: Hope DuHaime
Producer: Charles Nickles
VFX / finishing
VFX company: Cabin FX
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Color
Color company: Assembly
Colorist: Maria Carretero
Senior supervising producer: Katie Andrews
Sound mixing
Sound mixing company: Heard City
Sound mixer: Phillip Loeb
Executive producer: Liana Rosenberg
Music and sound design
Music and sound design company: Interlude Sounds
Composer and sound designer: Taul Katz
Executive producer: Daniel Balk
Producer: Imogen Pring