Bumble Partners with Hello Sunshine to Produce Short Films

Image: Hello Sunshine

Dating app Bumble has partnered with Reese Witherspoon’s production company Hello Sunshine and Baileys Irish Cream Liqueur to produce three short films on romances inspired by real-life Bumble users.

According to Deadline, the film series is currently branded as “Meet Cute” vignettes, featuring three female and non-binary filmmakers. Bumble and Hello Sunshine are both platforms that elevate women and LGBTQ+ voices.

The filmmakers - Carly Usdin, Sadé Clacken Joseph, and Haroula Rose – will all be taking these real-life stories and retelling them in their own unique voices.

One film is entitled “First Date,” about a couple who matched on Bumble but did not end up meeting in person while they were on the app. By chance, they reconnect, and one convinces the other to fly across the country to attend a wedding as her guest. The next is entitled “The Sign” about a divorce attorney going through a divorce herself, only to find a new love through fate (and the app).

The third film “Hound of Love” is about Sam, whose dog Sonya is a bit overprotective of her. The story is told from the dog’s standpoint, and how she sabotages Sam’s dates - until Bill comes along.

The move for dating apps to create original content is becoming a trend, mainly to attract younger daters who are looking for interesting ways to connect over dating apps rather than just swiping. Tinder’s successful in-app series Swipe Night generated 20 million active users while the series aired and inspired the dating company to greenlight a second season.

Gay dating app Grindr has also moved towards a more entertainment-focused platform, creating a month-long series of live online performances and shows during Pride month. This move was the result of lockdowns from the pandemic, where many cities were forced to cancel Pride events. Grindr continues to create and produce more online content, including a new original series entitled Bridesman.

“We are thrilled to support these incredibly talented emerging filmmakers,” said Zoe Fairbourn, head of brand partnerships at Hello Sunshine, of the collaboration with Bumble. “[We are] so grateful to Baileys and Bumble for their partnership in bringing this smart, fun series to life, and for their continued support in our mission of telling stories that put women at the center.”

Said Stacey Cunningham, director of Baileys & Liqueurs, Diageo North America added: “Between the brilliant filmmakers and compelling stories around modern day love, the short films we’ve created in partnership with Hello Sunshine are a true reflection of those moments worth celebrating.”

The series will air on the Reese Witherspoon x Hello Sunshine YouTube channel as well as on the Roku Channel in a branded content hub this fall.