Bumble x Pride Madrid 2025
Bumble Cultural Moments
Campaign Overview:
For Pride 2025, Bumble needed a holistic campaign that would tie together every touchpoint and create a consistent story around how we celebrate Pride. From this starting point, I developed a creative concept built around self-love and the fluidity of identity. The idea drew inspiration from refracted light, mirrors, and prisms symbolising multiplicity and transformation. They reflect many versions of ourselves: ever-evolving, multifaceted, and powerful when embraced in full. We carried this visual language through every asset, including our brand photography. Through reflective materials, subtle rainbow light leaks, and prismatic shapes, the campaign conveyed that identity isn’t fixed or singular but a spectrum.
Art Direction
Brand and Experiential Campaign
OOH & Print Design
Bus design in partnership with Dulceida
To bring this vision to life, Bumble partnered for the third consecutive year with two of Spain’s most influential voices, Dulceida (5.5M+ followers) and her wife, Alba Paul (1.1M+ followers), amplifying the message of love and inclusivity. At the heart of the campaign was a mirror-wrapped bus at Europe’s largest Pride Parade. I was tasked with creating the concept for the bus as a living tribute to the people who make Pride what it truly is. As the bus moved through the streets, it reflected the crowd back to itself, turning every photo or selfie into a moment of visibility, self-love, and collective celebration.
Over 2 million attendees.
The campaign reached over 80 million digital impressions across social, press.
Over 65 top creators, including Nagore Robles, Pelayo Díaz, Susana Bicho, and Lajedet, joined the celebration voluntarily to help spread love and awareness.
- Design team: Mira Chelala, Chloe Livesey
- Creative Direction: James Hannaford, Martin Sanchez
- Marketing Lead: Alba Duran
- Copy: Marisa Dipre
- Project Managment: Maddie Braidwood
Bumble x Barcelona Half-Marathon 2025
Bumble Cultural Moments
Campaign Overview:
On February 15, Bumble launched the Run Clubs Campaign and partnered with the Barcelona Half Marathon, the second-largest half-marathon in Europe (33K+ runners), to drive brand awareness. Motivational Bumble quotes lined the 21K course, including high-impact spots like the Bumble Bridge near the finish. Bumble also partnered with Good News to create a unique Bumble Café offering free coffee, flowers, and fun surprises for supporters. Bumble highlights how dating and running thrive on shared experiences, endurance, and compatibility by bringing people together.
Art Direction
Brand and Experiential Campaign
OOH & Print Design
Results:
38M+ impressions with strong reach and attention via full-funnel activation.
12+ media hits on running’s connection power, incl. Bétévé TV spot and top national/Gen Z outlets.
Influencers: 1.76M+ impressions, 2.41% engagement, €112K value.
Top influencer: Sara Bace (900K reach).
- Design team: Mira Chelala, Chloe Livesey
- Creative Direction: James Hannaford
- Marketing Lead: Alba Duran
- Copy: Marisa Dipre
- Project Managment: Maddie Braidwood