The Ask
Engage Gen-Z and younger millennials to believe in the experience of dating online (again) by showcasing the interesting people they can meet on Bumble – right in their city.
What We Did
Create a localized and community-led campaign, celebrating the individuality of US/CAN cities and the real users who call them home. Showing up across multiple touchpoints including city-specific OOH like NYC subway car takeovers to social-first videos. The campaign videos are developed and directed by Cameron Debe, with photography shot by Alex Hodor Lee - both on the SEE ME Artists roster.
Our Alchemy
As returning agency partners for our Find Me On Bumble 2025 campaign, we evolved the concept into a contemporary visual and emotive language for the Gen-Z audience. To drive home the peer-to-peer creative, we involved our cast in the process – by collaging intimate moments of self-filming and archival footage from their everyday lives, amplifying our truly personalized video approach. Each city features the talent’s real life hobbies, interests and favorite local spots – which made its way as in-app dating guides per city. The platform we created in 2021 sustained itself as one of the most culturally resonate creatives for the brand, bringing it back as 2.0 with an even more personalized viewpoint. With the versatility of the concept, the campaign comes to life in both digital and real-world, working cross-functionally from billboards to beloved Instagram series content like Subway Takes.
“SEE ME’s collaborative approach stood out the most. They fostered an open dialogue throughout the process, always willing to gut-check ideas, refine creative in real time, and bring us along for the journey. Their transparency and willingness to problem-solve made them feel like an extension of our team rather than just an external partner.” – Bumble Marketing
Services
Strategy
Qualitative local market research via in-depth interviews to inform an authentic casting
approach per city and ensure the creative truly resonates.
“SEE ME’s ability to blend cultural nuance with strategic creativity made all the difference.” – Bumble Marketing
Casting
Hyper-local casting of real singles in cities across North America including New York City, Toronto, Dallas, Chicago and DC. 24 unique individuals were selected to be shot both on-set and self-record with personalized prompts creating peer-to-peer multimedia collages of the dating experience.
Creative
Video creative direction and execution for robust asset suites per city inclusive of both in-person filming and remote UGC captures. Copy direction for multiple touchpoints, talent interviews and prompts. Integrating a youthful and emotive collage-inspired direction across photo and design art direction for OOH ad unit production.
Production
Art Buying for all creative teams, including director and photographer. Photography and motion pre-production planning into on-set shoots on-location with multiple company moves each shoot day for a docu-style approach in 3 major cities.
Post Production
Editing, MGFX/VFX, music composition, color grade to final delivery.
Credits
Talent: George Bautista, Haley Culp, Sjournee Quaidoo, Stella Fortier, Tristao Azor
Creative Director & Director: Cameron Debe, SEE ME
Photographer: Alex Hodor-Lee
Casting: Nafisa Kaptownwala, In Search Of
EP, SEE ME: Nicole Van Straatum
Creative Producer, SEE ME: Kimberly Goedhart
Producer, SEE ME: Alexes Bowyer
Creative Production Assistant, SEE ME: Louise Akani
SEE ME Post Producer: Kerry Mack
Copy Writer: Gloria Zingales
Yan Sze Li: Designer
Strategist: Maria Galindo
Video Post Production: Forager
Editors: Kat Yi, Joey Doyle
Music Composition: Fidelio Sounds, Chester Anand
Photo Retouching: Chroma
DP: Jonathan Charles
1st AC: Alexis Aguliar
2nd AC / Media Manager: Jade Alexia
Gaffer: Colegrove Heller
Key Grip: Lulu Larrazolo Lopez
Swing: Kelly Ortiz
Sound Op: Anthony Charles
Photo Assistant: Rachel Filler
BTS Cam Op: Eric McArthur
Production Assistants: Adam Morales, Kyle Camacho, Santiago Vanegas, Melinda Griffith
Thank you to our locations: Close Up Jazz Bar & The Ground NYC