Tag Archives: Tinder

Tinder: Invention of Together

Production company Buck have worked with Tinder to create this adorable animation for the dating app. It’s a far cry from what I would expect from Tinder, but the “history of man and woman” concept works really well. It seems Tinder are trying to move away from being seen as a hookup app, and more about finding someone with a connection:

In this epic history of man and womankind’s eternal struggle to couple… and do other things, the good folks at Tinder let us get our art on to create a luscious world where people have wonderbutts… and the same face.

Will this animation help the apps reputation? I’m not so sure… but from a creative perspective it’s a fantastic narrative with strong connotations towards the evolution of man and woman both physically and emotionally. ‘Invention of Together’ shows how thousands of years ago choosing who you wanted to date or love wasn’t an option – the narrative explores forced marriages, religious and moral differences – but now with the freedom to date who we want, Tinder aims to make this even easier to build new connections. We see a nod to the struggles of having homophobic parents and the celebration of the legalisation of interracial marriage.

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I recommend looking at Buck’s development section on their website to see the process of the wonderful character design. Buck used physical sets with computer generated characters, which required a month of shooting and eight weeks of postproduction. They really committed to the idea of evolution of man and woman by making each of the characters from the same body: “One of the concepts that we had was that all of mankind is from the same place and I guess to make the characters feel like they were all one family. So if you watch, the caveman [bodies] are the same as the modern-day characters’ [bodies]”:

The film will be rolled out online globally, following its debut in South Korea in December 2017. You can also see some awesome BTS shoots here.

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Tinder: Introducing More Genders

Everyone is welcome on Tinder.
Introducing more genders on Tinder, an update allowing users to express their gender identity. Tinder asked transgender and GNC (Gender Non-Conforming) activists to share their dating experiences, on and off the app, to help shape the creation of this update.
Be vulnerable. Be open. Be honest.

I can’t say I’m the biggest fan of dating apps – whilst I know lots of people who’ve started successful relationships and friendships by meeting through dating apps, the dating culture of the 21st century appears, to me, seems to be incredibly shallow and sexualised. Whilst the app has been a great way to meet your match, it has also become a haven of hate, abuse and even led to real-life attacks (e.g. the viral gay-bashing videos in Russia). However, I’m impressed with Tinder’s recent update – they have genuinely listened to their consumers (past and present) and have added loads of options for gender non-conforming app users. Whilst they previously had just ‘male’ and ‘female’, CEO Sean Rad realised that gender has a spectrum far greater than just two socially constructed categories.

Sean Rad (CEO of Tinder) said:

About six months ago, we really realised there was a big issue with harassment toward transgender people. Our immediate reaction was this is unacceptable we’re going to squash this. As we went on this journey, we started peeling back the orange and realised it was a complex issue.

After the uproar regarding users reporting (and therefore banning) trans* Tinder users on the app, Rad decided to seek help from a community of influencers, activists and people from organisations like GLAAD to make the app more inclusive and reflective of society today.

I approve!

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