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Dating app Bumble has teamed up production company FAMILIA to deliver its newest digital campaign for the EMEA and ANZ regions.

In a vibrant four-part series directed by Lu Xiao-Wei, the campaign follows a diverse series of gen z characters who are confidently navigating the modern dating landscape using Bumble’s new innovative features that empower users to take control of their dating narrative. 

The four spots are, 'The Like Detector' showcasing Bumble’s Beeline feature, enabling users to see who has already ‘liked’ them, 'The Ice Breaker' encouraging users to try out the app’s ‘compliments’ feature, 'Peace of Mind' displaying Bumble’s enhanced security protections for users through its ‘private detector’ feature, and 'Just Your Type', highlighting the app’s popular advanced filtering capabilities. 

The colourful, feel-good campaign was developed to symbolise the liberation and heightened control Bumble offers its female users, celebrating diversity and the spirited energy of a generation ready to rewrite the rules of connection. 

Director Lu Xiao-Wei comments, “The synergy between my directorial style and Bumble's forward-thinking approach created a fertile ground for creativity. In just three intense days, we encapsulated Bumble's empowering ethos, mirroring my own passion for uplifting women's narratives. This project was a canvas for diversity, inclusivity, and the vibrant energy of gen z. Our cast brought authenticity and a shared spirit of empowerment, reflecting a world where every individual shines in their uniqueness. The art direction wasn't just about aesthetics; it was about creating a space that truly resonates with our audience, blending modern trends with timeless elegance.”