Hinge Afterlife Lobster 2024

About

Hinge leans into a surreal, whimsical narrative for its 'Afterlife Lobster' campaign, a spot that unfolds within a dreamlike celestial landscape. Directed by Biscuit Filmworks with creative direction from Wieden+Kennedy Portland, the commercial centers on a ceremonial procession featuring unexpected characters, including a central lobster figure, set against an environment of architectural arches and cloud-filled skies. The project utilizes deliberate, cinematic lighting and tactile textures to establish its fantastical tone. KEVIN VFX provided the visual effects, bridging the gap between live-action elements and an imaginative digital world to support the dating platform's stylized art direction.