Register

    Birthday, Director Malin Ingrid Johansson Capture “The Moment I Knew” For Dating App Hinge

    By SHOOTNo Comments394 Views

    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.”

    Credits

    Client 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.

    Genre:Romance
    Media Type:Commercial: Television
    Video Tags:BirthdayMalin Ingrid Johansson



    The Best Work You May Never See: Diamond, Director Mark Zibert “Finish It” For Terry Fox Foundation

    Thursday, March 6, 2025

    After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.

    In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.

    The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.

    Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.

    “We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More

    MySHOOT Profiles


    Add A Comment