Facebook Dating

2024

When Meta tapped us to launch Facebook Dating’s first-ever campaign, they weren’t just looking to explain features; they wanted to tell a real love story that took place on the platform. Our challenge was to move beyond product and create something human, emotional, and true.

From the outset, we knew this campaign needed to feel lived-in. We centered it around Nik and Ayla – a real couple who met on Facebook Dating – and built the creative around their actual relationship. Rather than script over, we leaned in to highlight pivotal moments of their relationship and give FB Dating the shine it deserves.

Through a collaborative and conversation process, we worked with the couple to depict their story via their real conversations and emotional beats.

We scouted locations that were not only beautiful but were also meaningful: where they had their first dates, their first real moments. They opened up their archive of personal footage, which we wove into the visuals to bring an added layer of intimacy and trust. Facebook Dating wasn’t just a backdrop; it became a character in their connection.

Visually, we blended a cinematic approach with documentary storytelling, making space for the messiness, the joy, the realness of modern love. The result is a story that doesn’t feel like an ad. It feels like a relationship you’re rooting for.