FUSE Create Designs Papercraft Campaign with Toronto-Based Artist for New Dating App paird

For the official launch of new dating app paird, independent agency FUSE Create has developed an animated, papercraft campaign in partnership with local Toronto illustrator Ashley Barron.

In a world obsessed with fast and easy, paird wants to bring back the human element of digital dating. That’s why everything in the new 'Get paired with paird' campaign is handmade through a cut-paper collage technique by artist Ashely Barron. Each sketch is meticulously designed and built, allowing people to notice the small details and giving them a well-rounded picture - the same goes for dating.

"Paird recognizes that people need to be ready to put in the work to find their perfect pair," says Patrice Pollack, Creative Director at FUSE Create. "So rather than stock photos of happy couples, we used papercraft, which is uniquely handmade and perfectly imperfect. It’s layered, detailed and has depth, not unlike people and their personalities.”

Each papercraft scene in the campaign depicts a fun and unexpected perfect pairing in a romantic and coupley setting; peanut butter and jelly on a bread-couch binging on Netflix, burger and fries on a dinner date, and a third scene launching on Valentine’s Day. The idea was to use relatable content that consumers can identify with as perfectly paired, and even aspire to.

The media launch is handled in-house by Rita Steinberg, Digital Media Director at FUSE Create, leading the work across social and digital platforms. At the heart of the plan is leaning into local media for awareness and using social and search to grow the database of hopeful singles.

For more information or interview requests, please contact Vanessa Francone, PR & Marketing Manager at FUSE Create (vanessa@fusecreate.com).