In a move that in retrospect seemed inevitable, Tinder has partnered with Instagram. The dating app's latest update allows users to link to their Instagram profiles. The last 34 Instagram photos pop up when you do, making it that much easier—or harder, depending on your level of cynicism—for users to swipe right.
To introduce the partnership, Magna Carta, the production company behind many of Tinder's ads, made a dream-like 60-second spot that uses a POV technique to show how access to someone's Instagram gives possible suitors a better idea of who might be a match.
"We wanted to explore the format of Instagram as a sort of social diary, co-written by your friends and family," Maximilian Guen, founder of Magna Carta, tells AdFreak. "By treating the camera as a character, we had a lot of room for playful intimacy. I wanted audiences to be right there with Our Girl—to meet her, to fall for her."
It helps that 25-year-old Elle's Instagram features shots of her in a bikini, a lovably scruffy dog and champagne, all with the backdrop of Los Angeles' cotton-candy skies.
Creative, Production Company: MagnaCarta.tv
Executive Producer: Maximilian Guen
Marking Director, Tinder: Josh Metz
Director, Editing: Matthew K. Firpo
Producer: Miranda Hill
Cinematographer: Jake Saner, Partos
Assistant Camera: Dan Marino
Art Director: Michael Gray
Sound Mix: Luciano Vignola
Visual Effects: Matt Lincoln
Associate Producer: Rosanna Bach
Song: "Get Gone" by White Arrows
Featuring: Clancy McLain, Jamie Eysenbach, Chloe Dworkin