In a bold move away from the filtered perfection of modern dating apps, Hinge is turning the spotlight on emotional honesty with its new campaign, Where Hinge Ends, We Begin. Celebrating the beautifully imperfect moments that define real relationships, the campaign invites users to embrace vulnerability as the true gateway to lasting love.
Unlike traditional dating platforms that thrive on curated profiles, polished photos, and witty taglines, Hinge has long positioned itself as “the app designed to be deleted.” With this latest campaign, the brand reinforces its mission to cultivate meaningful, long-term connections—ones that begin not with performance, but with presence.
At the heart of Where Hinge Ends, We Begin lies a simple insight: vulnerability matters. According to internal data, 93% of Hinge users prefer dating someone who expresses vulnerability, and 66% are more likely to go on a second date when emotional sincerity is present from the start. These numbers reflect a broader generational shift away from superficial perfection toward relationships grounded in truth, nuance, and shared humanity.
To bring this message to life, the campaign features Hingie—the brand’s quirky, loveable mascot—reliving the origin stories of various couples through a series of cinematic flashbacks. With each couple’s journey unfolding in reverse, we’re reminded that connection is often sparked in moments of silence, awkward laughter, or unspoken understanding.
The French iteration of the campaign exemplifies Hinge’s cultural sensitivity and commitment to local relevance. Here, love is portrayed not through “dates,” but shared experiences: a walk along the coast, a market trip, a spontaneous dinner. Shot in soft, documentary-style visuals, the ads capture the rhythms of everyday life with an intimacy rarely seen in dating campaigns.
Directed by Marie Schuller—renowned for her poetic approach to visual storytelling—and produced by Pine, the films forgo flashy aesthetics in favor of emotional realism. “We wanted to celebrate those beautifully imperfect, sometimes awkward, but deeply human moments that emerge when we stop performing and simply be,” explains Jackie Jantos, President and CMO of Hinge.
This latest campaign builds on the brand’s consistent narrative arc, following previous installments like Designed to Be Deleted (2023) and The Moment I Knew (2024). Together, these efforts form a coherent and empathetic brand identity—one that speaks directly to a generation tired of facades and hungry for authenticity.
With its tender storytelling, localized imagery, and emotionally intelligent messaging, Where Hinge Ends, We Begin doesn’t just advertise a dating app—it reimagines the modern love story. By inviting users to lean into their flaws, Hinge reminds us that the most meaningful connections often begin not with perfection, but with truth.
