Showing the Romance of Online Dating

with a Mini Musical

CLIENT: Match.com

OBJECTIVE:
While online dating has become relatively common, a myth persists that meeting online is somehow less romantic.  Match challenged Movers+Shakers to show how when you meet on Match, you have an exciting and compelling “how we met” story.

This was Match’s first venture into a musical format.  They were excited that music makes it easier to talk about some of the quirky and awkard parts of dating, in a fun and engaging way.

CREATIVE CONCEPT:
Movers+Shakers created “Match: The Musical” to capture the excitement and contagious energy of meeting somone new.  Drawing inspiration from Grease’s “Summer Nights,” and updating it with a contemporary “Katy Perry”-like sensibility, this piece captures the “I want to tell the world” moment when you’ve met someone you’re really excited about.

Creative assets: 3 minute musical film, teaser snippets, still images

RESULTS:
Check back soon for campaign metrics.
Here’s some of the YouTube comments:

One of the key strengths of Movers+Shakers is their focus on generating true business results.  They understand both the science and the art of making great marketing material.  I think they’ve really mastered the art of finding a true creative insight and bringing that to song and dance.

Match is a 22 year old brand and so we are always looking for fun new unique ways to tell our brand story.  We are so excited to launch Match: The Musical.  If you’re lucky enough to work with Movers+Shakers, there’s no way that you’re not going to create something fun, and have a good time while creating it together.

Alexis Ferraro

VP Marketing, Match.com

CREDITS

We had a very talented team bring this musical commerical to life.
Thank you!

Creative Director: Geoffrey Goldberg
Original Music: Geoffrey Goldberg and Todd Alsup
Director: Sean Robinson
Director of Photography: Esteban Robles
Assistant Director: Dan Bratman
Line Producer: Jessica Fernando
Production Designer: Heather McDevitt Barton
Wardrobe Stylist: Heather McDevitt Barton
Makeup: Mariana Collignon
Camera: Dominick Sivilli
AC: Phoenixx Flix
Second AC: Vincent Aliperti
Editor: Sean Robinson
Color: Alfredo Regalado
Sound: Jose C Gorritti
Gaffer: Collin Chiucchini
Grips: Angel Rodriguez, Gadell Gibbs
Behind the Scenes Camera: Adrian Fernandez
Production Assistants: Bryan Many, Frederico Mallet,
Sasha Pezenik
Music Arrangement: Andy Roninson
Virtual Orchestration: Andy Roninson
Recording & Mixing: Denise Barbarita
Mastering: Davide Berardi
Account Director: Evan Horowitz

CAST

Main Girl: Sami Griffith
Main Guy: Hayden Stanes
Girl’s Friends: Renee Albulario
Christina Eskridge
Corey Desjardins
Guy’s Friend: Andrew Cristi