Tiffany & Co. has debuted its latest campaign — With Love, Since 1837 — taking a departure from its celebrity ambassadors and focusing on the American jeweler’s heritage, craft and iconic collections.
Taking a page from its history, the brand used legendary window designer Gene Moore’s work as inspiration to craft new images, which reveal the untold stories behind the house’s most definitive jewelry collections — Lock, T, Knot, HardWear, Sixteen Stone and the Tiffany Setting.
Shot by photographer and director Dan Tobin Smith, each photo modernizes a series of vitrines by Moore, whose work has left a mark on the craft of window display design, including several books documenting it. According to a statement from the brand, Tobin Smith and set designer Rachel Thomas created the theatrical vignettes to focus on love as the centerpiece of Tiffany — the common thread that unites each collection and the jeweler’s heritage of craftsmanship.
The shoot took place over multiple days in London using sets that ranged in size from miniature to oversize. Rather than rely on postproduction effects or CGI, the campaign’s illusions were captured on camera with the use of animated projections serving as backdrops and smoke produced on set to create physical clouds. The campaign channels Moore’s work with the use of ordinary objects and simple materials, letting the drama come to life through lighting and the camera movements.
A collaboration between Tiffany’s internal creative team and creative agency TBWAChiatDay LA, the With Love, Since 1837 campaign debuts on Tiffany.com and print and digital channels on Monday.
