Tinder has released its first UK brand film as part of its global “It Starts with A Swipe” campaign.

Created in collaboration with W Communications, the film uses mixed media including stills, handheld footage and 3D scanning to give a nod to the array of different experiences for singles on the London dating scene.

Highlighting human connection, it first launched on Boxing Day and coincides with people taking fresh approaches to dating for the new year.

“Tinder is the world’s most popular app for meeting new people. It enables connection between people that may never have normally met,” said Tinder Northern Europe senior marketing director Joanna Pons.

“Today, no dating journey is linear, it is full of possibility and self-discovery as our desire for human connection is as strong as ever,” she continued.

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She added that the brand aims to create a “ ‘that’s me’ moment – whether it’s remembering when you moved to a new city or sought new relationships and the crucial role that Tinder can play”.

“Today, no dating journey is linear, it is full of possibility and self-discovery as our desire for human connection is as strong as ever.”

“When the brief came in, I’d recently gotten out of a long-term relationship and was pleasantly surprised by the sorts of experiences and friendships that Tinder ended up unlocking, so this project felt to me like one of the best briefs I could get an opportunity to tell a story with a truth that I genuinely believed in at its core,” director Jamie Whitby said.

“Trying to stay loyal to that truth ended up becoming the creative engine driving this project: authenticity was absolutely everything – in casting, in production design, and shooting style.”