Find What you’re Looking for on Bumble
Global Product Marketing Campaign 2024Campaign Overview:
Bumble has launched a global campaign showcasing how you can truly tailor your in-app experience to suit your needs and find the person you want to date.
The campaign extends across multiple platforms including YouTube, Meta, Pinterest, Spotify, and more — and has been localised in over nine languages to reach audiences around the world.
As part of this Evergreen Product Marketing Campaign, we’ve created four videos highlighting key product features:
Compliments, Advanced Filters, Interest Badges, and Incognito Mode.
As the lead designer on this campaign, I worked closely with the motion design team to bring the storyboards to life, exploring dynamic overlay text with bold typography and oversized type for maximum impact. I also integrated stylised UI elements from the app, reimagined in a simplified way to keep the visuals clear and instantly recognisable. These UI elements also became part of the storytelling. I played with badges, sliding bars and toggles to visually showcase the product features in a smart and engaging way.
Art Direction
Multi-platforms Graphic Design
360 High Visibility Digital Campaign
For the Incognito Mode feature, which allows people to control their visibility on Bumble, I brought the eye toggle to life as the central storytelling element. With a simple switch, the screen seamlessly turns dark to signal going incognito.
For the Interest Badges feature, which helps people find profiles that share the same interests, I simplified the badges screen to make it feel clean and intuitive. Each time an interest badge is selected, it expands and lifts off the screen. In this story, a girl in her room selects the badges Running and Dogs, while at the same time a guy is outside running after his dog. Their stories unfold in parallel until they finally match on Bumble.
For the Advanced Filters feature, available exclusively to Bumble Premium users, people can refine their search even further and find matches based on more specific criterias. In the video, a girl in her kitchen confidently sets her preferences, knowing exactly what she’s looking for: a 5'8" Scorpio. The slider from the app’s UI becomes the main storytelling element, guiding her as she fine-tunes her search to find the perfect match.
For the Compliments feature, I played with the in-app text message icon, which transforms into the compliment icon once the message is sent. While the guy is typing, the text appears reversed, giving the sense that we’re inside his phone, seeing the message from his perspective.
Find What You’re Looking For On Bumble OOH Campaign - Shoreditch Londo
Instagram Stories to promote each feature.
Press assets to promote each feature.
- Design team: Mira Chelala
- Creative Direction: James Hannaford, Luke Crisell
- Art Direction: Celine Massuco
- Motion design: Laura Rankin
- Copy: Jenna Morrissey
- Project Managment: Vicky Wroe, Linsey Pulsford