MORNING x Hinge Reimagined

Analyzing Morning Studio's "Fake vs. Fake" trend report, my team is tackling repositioning Hinge as artificial intelligence shapes dating spaces. We uncover people's growing yet conflicted dependence on AI matchmaking, craving genuine bonds despite virtual convenience. This insight shapes our campaign reimagining this brand.

Staying true to "Designed to be Deleted," we conceptually position Hinge as the platform for authentic love, directly calling out the fakeness and impersonality AI introduces. Through humorous creative, we'll humanize Hinge against overly-curated competitors using bots, highlighting their role facilitating real vulnerability missing today.

By putting authenticity first, we're making Hinge a leader in intentional dating that connects with what truly matters to people. Our goal is to enhance Hinge's uniqueness as relationships go back to the basics, removing any artificial barriers that might have hidden the effort it takes to build real connections.