Netflix

When streaming service juggernaut Netflix set out to reinvent the romantic comedy with their original film, Set It Up, Source was tapped to reinvent how to create original content to promote it. Several unique approaches were considered and ultimately a faux-reality dating show format was produced called “Love Assistants”. The films stars, Zoey Deutch and Glen Powell, secretly shared love advice to “set up” would-be first daters in hopes of creating a true love connection. The results captured the hearts of our viewers and not only helped propel Set It Up to a record audience but also included a few second dates to boot. They say “love is blind” but adding a few hidden cameras and some production magic sure does help.