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.
Filmmaker Natalie Johns Creates Spec Gun Violence Prevention PSA
Her social media feed is filled with frustration and “prayers” for families torn apart by yet another mass shooting as filmmaker Natalie Johns is engaged in the morning ritual of negotiating school attendance with her 4½-year-old. Between laughing and arguing with their daughter, the Johns think deeply about the prospect of waking up without her--deeply enough to feel an inch of what it might be like to lose her--a feeling profound enough inspire her most personal commitment to date as a filmmaker.
“Gun violence should not be a normalized part of life in America,” she noted. “I felt it was worth putting my whole heart on the line to deliver this message.”
The director invited her long-time collaborator and cinematographer, Bill Kirstein (Mean Girls, Happyend), to capture their family’s experience over several mornings in a spec PSA. She wanted to capture her own joy and truth as a parent with a view to inspiring action from the deepest love she has known.
On the third day of filming, Johns received an email from their daughter’s preschool notifying parents of a lockdown that had occurred due to a gunman outside the school. The children, aged 2-5, were gathered in a small bathroom for an hour, singing songs with their teachers while the man was apprehended by law enforcement. This was the family’s first narrow escape from tragedy.
“The coincidence of filming this PSA and experiencing my family’s first lockdown was both shocking and surreal. I simply could not wrap my head around it,” said director Johns.
Even more terrifying for Johns was discussing the incident with other parents who had already experienced several lockdowns with their older children. This reality is all too common and far too... Read More