Step into the Joyful World of Dating in Bumble Spots

Bumble unveils their new and cleverly crafted campaign directed by Dana Campanello, produced by Easy Mondays and Poster. The campaign introduces users to the latest additions to Bumble's platform, including the incognito mode, interest badges, and advanced matching features, all designed to enhance user privacy and improve matches based on shared interests. 

The campaign leverages Dana’s distinctive approach to visual storytelling, blending humour and wit to showcase the excitement in forming meaningful connections on Bumble. Known for her ability to capture the essence of everyday interactions with a playful twist, Dana's direction highlights how Bumble’s new features can be seamlessly integrated into the modern dating scene. 

Reflecting on her approach, Dana noted, "We divided it into two worlds: the real world and the Bumble world. In the real world, we witness actions that lead us to navigate the colourful and fantastical Bumble world alongside our protagonists. Humour is further developed through the resources we employ while in this Bumble world. For instance, when searching for a runner, we experiment with various forms, showing someone running and using camera techniques to guide us until she finds her perfect match." 

Dana adds, “The collaboration with the Bumble team was absolutely great. I had the luck to work with amazing creatives like Jenna Morrissey and Celine Massucco and we all aligned in almost every creative decision. It was the best experience!” 

The campaign creatively dramatises scenarios where users can benefit from these new features: a user flipping on incognito mode to control who sees their profile, another showcasing their specifications through interest badges, and yet another using advanced features to find a match that shares their passion for adventure. Each scenario is crafted with Dana's signature blend of smart and engaging visuals, ensuring the features are understood and appreciated in a fun, light-hearted manner. 

“The camera movements were our starting point. We weren't seeking extravagant camera movements because we needed time for viewers to understand what the character was searching for. Instead, we focused on finding mechanical movements to display the potential matches in various scenarios while also adding a comedic touch without sacrificing visual impact” said Dana. 

Apart from the onset team in Buenos Aires, Dana also had invaluable support from the editorial house, Marshall Street Editors, and the post house, UNIT, ensuring that the humour of the world and the creative vision was seamlessly brought to life. 

This lively campaign is more than just an introduction to new features - it's an invitation to explore the world of dating through Bumble’s newly enhanced, user-focused platform. Get ready to swipe smarter, connect deeper, and find your honey with a little help from Bumble’s latest features! Dana Campanello is repped in the US by the Easy Mondays + Poster partnership.