Responses by Jessica Shriftman, art director, Wieden+Kennedy New York
Background: OkCupid came to Wieden+Kennedy New York wanting to carve out a unique position in the dating app landscape—and to do so in a provocative manner. While the audience is primarily men and women in their early 20s and 30s, OkCupid is for anyone who wants to bring their full selves to dating.
Reasoning: We set out to explore what happened to chivalry and courtship and how modern-day dating seemed to be on a bad trajectory and treats emotions like a disposable commodity. When considering modern dating behaviors, the acronym DTF kept sticking with us. We immediately wondered how we could subvert it to show how many users on OkCupid have profiles rich with hobbies and interests.
Challenges: The most challenging aspect of the project was probably our timeline in which we had to shoot and deliver files. It was incredibly quick. We flew to Italy the weekend before Thanksgiving and had to get a ton of files shipped before Christmas break.
Favorite details: Certain executions made us really proud. For instance, the “DTFall Head Over Heels” ad featuring the two women makes us proud. We knew it was important to include couples of every sexual orientation and race, and we were so thrilled that the client agreed. The ad “DTFight About the President” also felt like a small victory, given the current political landscape in the US. Also, the ad “DTFootball vs. Fútbol” makes us smile, because when else in our careers can we incporate a penis joke in a sophisticated way?
Time constraints: We had a really tight timeline between shooting and delivering the files, which meant that both the agency and the clients have to work nimbly and quickly. We were grateful that the photographers Maurizio Cattelan and Pierpaolo Ferrari worked equally as fast, because we left the shoot with seventeen images instead of the original ten, even figuring some out on the day of the shoot.
Specific demands: One of our clients came from a public relations background, so the desire to create a lot of buzz was there from the onset. This allowed us to present braver and ballsier ideas to our clients right from the start.