I think Maurizio and Pierpaolo’s work creates visuals that are, by very their nature, optimistic and pleasant, which allows the content matter to venture into a more surrealistic world without losing its positive message.” The creatives Skyped with Cattelan and Ferrari a lot in the early stages, “which was different for us,” says Shriftman.“They were very collaborative—I know the c-word is overused, but it’s true—and showed tons of mood reference for each concept while being super open to our ideas and feedback.” The creatives came up with scores of ideas for individual executions, but discarded most of them.

“For example, the DTFall Head Over Heels is beautiful,” she says.

“It doesn’t actually matter if our users are straight or fall under one of the 13 sexual orientation options.

“We set out to really explore what happened to chivalry and courtship and how modern-day dating seemed to be on a bad trajectory,” says copywriter Ian Hart.

“When we say dating deserves better, what we’re really saying is people who date deserve better. Modern dating treats emotions like a disposable commodity. It’s an aspiration to treating people like people.” Cattelan and Ferrari were the perfect collaborators in bringing this positive message to life.

Several of the ads also have a political message, adding to the already provocative use of “DTF” as a theme.

It’s a highly artistic campaign, too—W K worked with artist Maurizio Cattelan and photographer Pierpaolo Ferrari, the creators of Toilet Paper magazine, on the ads.

“Originally when we began crafting the idea, we were thinking it’d be cool to explore bold simple typography,” says W K art director Jessica Shriftman.

“But the head of art production introduced us to Toilet Paper magazine, and immediately we thought that a ballsy style of photography would compliment the work even more and show couples engaged in fun activities.” Hart says the campaign “is a celebration of who we are as individuals in the dating sphere—DTF celebrates what makes each of us unique. Basically it’s sort of this ‘Imagine if dating were…’ thought that’s very playful and joyful.

“They originally presented a visual of a paper bag with eyes on it to us during one of our Skype calls.