eharmony: ‘here for real love’ campaign
Campaign Creative Direction / Video Production / Casting / Scripting / On-Set Art Direction / Post Production
The brief: Over nearly a decade at eHarmony, I led creative direction across four campaign productions spanning two distinct brand eras. The first round was built lean and in-house — I ran casting, developed storylines and scripts, worked with a small agile production company, and handled all post-production including graphics, music selection, and voiceover. When the company was acquired and we moved into the "Here for Real Love" era, the scope expanded: two productions went overseas to Lisbon, where I continued to lead creative direction on set.
The "I Scream" moment
This one mattered. eHarmony had just opened the platform to same-sex relationships and we wanted to go out into the world and say something real about it. I co-developed the concept and plot with our agency partners and took creative lead throughout production. The approach was intentional: no announcement energy, just two women on a date night in a warm, lived-in kitchen — laughing, present, real. It earned significant PR coverage, put eHarmony back in the cultural conversation, and became the top-performing creative out of seven ads across streaming platforms.
Website, Display Ads, Social & Email
The campaign creative extended across every customer touchpoint. I oversaw the homepage redesign and hero creative featuring talent from the shoots, display and mobile ad units, social content including the "Real Love Is..." series, and email campaigns — all designed to maintain a consistent emotional throughline from the TV spots down to the inbox.
