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When Los Angeles LGBT Center creative director Jesse Reed contacted Kyle Jackson to shoot a campaign for the new West Hollywood outpost of the Center (which has numerous locations throughout the L.A. area), the two decided they'd also use the messaging to emphasize healthy dating behavior. Their collaboration led to an upbeat campaign that Jackson and Reed hope will lead to more discussion about dating and hookup apps and how we use them. The glossy images of the new campaign were shot in popular WeHo spots like Hamburger Mary’s, Kitchen 24, Flaming Saddles, the West Hollywood Park Basketball Court, The Abbey, in front of the WEHO Pickup Shuttle bus, and on Santa Monica Boulevard.
"In an effort to stay as authentic as possible, we worked to create images that were an accurate depiction of the community," Jackson says in a release. "To connect the mobile message with the L.A. LGBT Center’s new West Hollywood location, we shot all of the images at popular West Hollywood LGBT hotspots. We also used models who were a part of the LGBT community and represented the demographics that use these dating apps."
Check out the new campaign's website for more info, and check out the posters on the next pages.