Celebrating the highs and lows of love, dating app Hinge continues to unabashedly lean into the real life challenges of modern dating. 

In the third iteration of its ‘Can’t Believe We Met on Hinge’ campaign it continues to celebrate the real couples that met through the app through candid interviews with couples. 

The new campaign aims to delve even deeper into the realities of dating for Gen Z to show app users they are not alone. It also expands the dating conversation further to consider who people were and how they felt before finding each other.

Interviews for cinema, streaming, and social media feature couples from the United States, the United Kingdom, and, for the first time, Australia, who reflect on the imperfect paths that ultimately brought them together via Hinge.

The campaign focuses on honesty and meaningful connection to show Gen Z daters that scepticism, frustration, cautious optimism and the urge to give up altogether is a universal experience. 

Seven real couples include Abreale (she/they) and Tyson (she/they), who were close to giving up dating altogether before they met each other and moved past small talk to building an intentional connection. Lukey (they/them) and Adonis (they/them) were hoping for a serendipitous meeting and felt burned out by the apps. While Natalie (she/her) and Imanol (he/him) met after feeling discouraged by inconsistent experiences and connected through the fact that they both listed being sober on their profiles.

Speaking on the campaign, Tamika Young, Chief Marketing & Communications Officer at Hinge (she/her) said: “Can’t Believe We Met on Hinge captures the emotional ups and downs of dating today, while still holding onto a sense of hope for what’s possible. When people see authentic stories and the conversations it sparks across communities, it helps them feel less alone in the process and reminds them that love can still happen,” 

The campaign aims to reflect an array of experiences and Gen Z voices. The creative and production process aimed to reflect the couple's experience with honesty and visual storytelling that connects with young daters. The films combine self-shot footage with moments from couples’ personal camera rolls to tell an authentic story.

“We wanted the filmmaking to feel as honest as the stories themselves, so we leaned into real-life textures: self-shot footage, camera-roll moments, the visual language Gen Z already uses to tell their lives. Bringing real voices into the process wasn’t performative; it was essential to making the work feel genuinely theirs,” explained Corinna Falusi, Founder and CCO, Birthday.

The campaign was developed in collaboration with creative collective Birthday and directed by filmmaker and photographer India Sleem. It will run across the United States, Canada, the UK and Australia until July 2026.

Reflecting on the realities of modern dating to show that the road to love is not linear, the campaign pulls on authenticity and compelling storytelling to let Gen Z take control of its own love stories via Hinge.