New York, NY – March 25, 2023 – Tiffany & Co. unveils a new campaign, “With Love, Since 1837,” highlighting the storied brand’s rich heritage and the origins of its iconic collections. This campaign marks a shift from recent celebrity-focused initiatives, placing the spotlight firmly on the exquisite jewelry itself.
Drawing inspiration from the company’s founding in 1837 by Charles Lewis Tiffany, the campaign showcases iconic designs like the “Lock” collection, inspired by an 1883 brooch, and the bold “HardWear” line, referencing a 1962 Tiffany bracelet. Additionally, it features the Jean Schlumberger by Tiffany & Co. Sixteen Stone” ring, alongside the “T” and “Knot” collections and the renowned Tiffany setting.
“With Love, Since 1837” pays homage to Gene Moore, Tiffany’s legendary window designer, whose innovative work revolutionized the field. Photographer and director Dan Tobin Smith reimagines Moore’s iconic window displays, utilizing everyday objects and simple materials while employing dramatic lighting and camera movement.
Shot in London, the campaign blends Moore’s theatrical compositions with Smith’s modern, sculptural style, emphasizing scale and shifting perspectives. Smith collaborated with set designer Rachel Thomas to create a surreal environment featuring miniature and oversized models seamlessly merging through clever perspective shifts. Notably, the campaign’s illusions were achieved using animated projected backdrops and physical smoke clouds, eschewing post-production effects.
These theatrical vignettes underscore the message that love is the core of Tiffany & Co., connecting each collection and the brand’s illustrious legacy of craftsmanship. “With Love, Since 1837” is a heartfelt tribute to love, artistry, and heritage.
Developed in partnership between Tiffany’s internal creative team and creative agency TBWA\Chiat\Day LA, the campaign launched on March 25th across print and digital platforms.
