BUMBLE’S MOST TALKED-ABOUT CAMPAIGN

Client
Bumble Inc.

Brief
Develop campaign films to promote Bumble’s relaunched app and branding, with the central message of “We’ve changed, so you don’t have to”.

Approach
I worked within a small team to oversee Post-Production. I sat in on grade, sound design and edits with the VP of Creative. I directed and created motion graphics, set up the workflow for finishing and localisation, and managed delivery across formats. I also oversaw clean up and grade with Electric Theatre Collective and introduced a new compositing approach that gave the design more depth and could be rolled out easily across markets.

I became the bridge between technical, creative and production. I kept track of what needed doing, who needed to do it, how to stay on budget and on time, and made sure feedback from the VP of Creative and CEO actually got implemented, and implemented well.

Although the campaign ran shorter than expected because of controversy around a OOH line, the films themselves performed amazingly and achieved exactly what they were meant to do. It was a tough project, but I learned a lot and I’m proud of what we made.

Results
The campaign ran across cinema, TV, OTT, DOOH, digital and social in fourteen markets. Produced entirely in-house, we delivered over 400 assets. Globally, new app registrations climbed, and research showed the films were funny, relatable and a major driver of sign-ups and usage.

In just a few weeks, the impact was clear: total revenue grew 10.2%, Bumble app revenue jumped 11.1%, and paying users rose by half a million, hitting 4 million worldwide.