CROSS PATHS.
 Campaign concept: 
Hinge inspires intimate, in-person connections. Hinge’s nobel-prize-winning algorithm doesn’t just lead to greater quality dates and more meaningful connections—it allows serendipitous moments to happen.
We’re sharing stories of couples who met their match on Hinge, and how that first connection uncovered the tangled string between them that’s been there all along.
Execution: 
Paid social verticals, commercial placement. Bonus content shared on Hinge Substack and socials. 
Sample execution script:
How she tells it: 
He and I were born in the same downtown hospital—six months apart. 
We grew up in suburbs of the same city—just across town.
Our parents both sent us both to the local catholic schools—me to the girls, him to the boys.
We went to college in the same city—different schools. 
We were at all the same parties—never in the same room.
We both ended working in restaurants--him; front of house,  me; cooking in the back.
Our lives ran in parallel directions for so many years, and our paths never even crossed.
Until, one day, they did. 
How he tells it:
When I lived in the city briefly, I was poor and I walked everywhere. I encountered this funny phenomenon that sometimes happened while walking through those many, many congested city blocks. You find yourself, maybe even for a mile or so, in perfect lockstep with a stranger. You’re coincidently heading the same direction, and your strides and cadence match up. And all of a sudden, your paths have converged. For a time, you’re together, just two people moving forward in sync, making your way in a bafflingly huge, often lonely place. And it’s nothing very grand, but at the same time, it can feel very intimate and briefly miraculous. 
Falling in love with her was like falling in step. Simple and second nature. 
Staying in love has been even easier.