Creative collective, Birthday, and Hinge continue to engage and entertain with It’s Funny We Met on Hinge stories. The first two chapters navigated daters’ expectations about how their love story should begin by challenging the i9dea that would be meeting either in person or on a dating app.
The latest edition, Can’t Believe We Met on Hinge, takes on dating disillusionment and current anti-dating feeling. It offers a twist on the series by exploring the honest emotions each dater experienced before finding each other – sceptical, burnt out, or on the verge of deleting the app, yet still holding onto hope.
The campaign targeting Gen Z relied on Gen Z voices throughout the production process to ensure that the work sounded, felt and moved like the generation it’s talking to. Additionally, the films match the energetic visual language and pacing Gen Z prefers by adding more texture and dynamism throughout each spot.
These are the first new spots Hinge has released since Tamika Young became Hinge’s chief marketing & communications officer as the brand more deeply champions honesty and emotional truth in connecting with young daters.
Can’t Believe We Met on Hinge tells the stories of seven couples – from the US, UK, and the first time, Australia – whose paths may have crossed IRL, but it wasn’t until Hinge that they really met and started dating. This time, the campaign shares even more of their perspective before they deleted the app for someone special.
Brivini (she/her) entered dating for the first time with a clear intention toward a long-term relationship, while Yusuf (he/him) had stepped away from apps multiple times out of frustration. Based in Melbourne (Australia), their connection felt genuine from the beginning and quickly became something serious. Their moment before Hinge: They had taken the same university course at different times of the day and worked at the same mall — both commuting from far away without ever crossing paths.
All three chapters were developed with creative collective, Birthday, and directed by India Sleem, a filmmaker and photographer with rich experience capturing honest, human stories from everyday people.
The full campaign will run across streaming, cinema, and social media in the US, Canada, the United Kingdom, and Australia through July 2026.
“Dating can be deeply challenging, and right now a lot of people are feeling that. There’s a real desire to see love stories that reflect the honesty of that experience. Can’t Believe We Met on Hinge captures the emotional ups and downs of dating today, while still holding onto a sense of hope for what’s possible,” Tamika Young stated . “When people see authentic stories and the conversations it sparks across communities, it helps them feel less alone in the process and reminds them that love can still happen.”
