As an extension of our Love Stories campaign—and to reinforce Bumble’s role as the brand that champions modern relationships—we partnered with Pete Davidson and Elsie Hewitt, a couple whose chemistry and story felt instantly relatable.

The goal was to celebrate love in all its forms while making it clear that Bumble still owns this space, even when the couple didn’t meet on the app.

The narrative challenge was finding that balance: highlight their relationship without slipping into “Bumble success story” territory. My team developed the Love in Their Words series—an ownable format we can extend across future stories.

Shot by The Collective You, we weaved portraits with handwritten prompts that drew out the real, textured parts of their relationship and opened natural pathways to product moments, including questions like, “If we matched today, my opening line would be…” Alongside this in-feed collaboration, Elsie and Pete told their story in a Bumble IG takeover as well.

The campaign landed as warm, modern, and unmistakably Bumble, earning strong press coverage, driving engagement, and reinforcing our place as the brand that celebrates love in all its shapes, not just the ones that start on our app.