Tiffany & Co.’s latest campaign highlights its most well-known collections through visuals that pay homage to window designer Gene Moore.
New York—Tiffany & Co. has announced a new campaign centered on its heritage and the origin stories of its most notable collections.
“With Love, Since 1837” is an ode to the beginnings of Tiffany & Co., founded in New York City in 1837 by Charles Lewis Tiffany.
The campaign features designs such as the “Lock,” collection, which was inspired by a brooch from 1883, and jewelry from the “HardWear” line, whose pure, bold forms reference a Tiffany bracelet from 1962.
The Tiffany “Lock” bracelet, as seen in the new “With Love, Since 1837” campaign
It also highlights a Jean Schlumberger by Tiffany & Co. “Sixteen Stone” ring, as well as the “T” and “Knot” collections and the popular Tiffany setting.
Unlike many of the brand’s recent star-studded campaigns, “With Love, Since 1837” does not have a celebrity focus, instead spotlighting the jewelry itself.
It takes inspiration from Gene Moore, the company’s former window designer, whose work, Tiffany said, has left an indelible mark on the world of window display design.
Captured by photographer and director Dan Tobin Smith, “With Love, Since 1837” modernizes a series of vitrines by Moore, channeling the designer with the use of ordinary objects and simple materials, and incorporating drama from the lighting and rhythm of the camera movement.
Celebrating the company’s heritage from a contemporary perspective, the campaign features Moore’s dramatic compositions shot in Smith’s modern, sculptural style, which focuses on scale and shifting perspectives.
A Jean Schlumberger by Tiffany & Co. “Sixteen Stone” ring featured in the house’s new campaign
The campaign was shot in London.
Smith, along with set designer Rachel Thomas, created a larger-than-life set featuring a range of miniature to oversized scale models flowing together through perspective shifts.
The illusions captured on camera were created through animated projected backdrops and physical smoke clouds produced on set, rather than postproduction effects.
All illusory effects in the new campaign, such as the one seen here featuring the Tiffany “T” bracelet, were created on set.
The theatrical vignettes prove that love is the beating heart of Tiffany & Co., the company said, the common thread that unites each collection and the jeweler’s illustrious heritage of craftsmanship.
“With Love, Since 1837” is a celebration of love, craft and heritage, Tiffany said.
The campaign is a collaboration between Tiffany’s internal creative team and creative agency TBWA\Chiat\Day LA.
It launched March 25 in print and on digital channels.
