98 WATCHES & JEWELLERY
TIFFANY & CO . CELEBRATES ITS ICONIC JEWELLERY COLLECTIONS IN WITH LOVE , SINCE 1837 CAMPAIGN , CAPTURED BY PHOTOGRAPHER AND DIRECTOR DAN TOBIN SMITH
Tiffany & Co . announces the With Love , Since 1837 campaign , a celebration of love , craft and heritage .
Taking inspiration from legendary Tiffany & Co . window designer Gene Moore , the campaign reveals the untold stories behind the House ’ s most definitive jewellery collections : Lock , T , Knot , HardWear , Sixteen Stone and the Tiffany ® Setting . Shot by award-winning photographer and director Dan Tobin Smith , With Love , Since 1837 modernises a series of vitrines by Gene Moore , whose work has left an indelible mark on the world of window display design . Through imaginative storytelling , the theatrical vignettes prove that love is the beating heart of Tiffany & Co .— the common thread that unites each collection and the jeweller ’ s illustrious heritage of craftsmanship .
The campaign speaks to the House ’ s illustrious heritage , telling the origin story of each collection and conferring rich meaning on indelible designs like the Lock bracelet , the Jean Schlumberger by Tiffany &
Co . Sixteen Stone ring , HardWear jewellery and other important Tiffany & Co . creations . Lock is a timeless icon inspired by a brooch from 1883 , for instance , while the HardWear collection ’ s pure , bold forms reference a Tiffany bracelet from 1962 .
Dan Tobin Smith and awardwinning set designer Rachel Thomas created a larger-than-life set for the campaign . Shot in London , the set ranges from miniature to oversized scale models that flow together seamlessly through shifts in perspective . Rather than relying on postproduction effects , the campaign ’ s complex and intricate illusions were carefully captured on camera with the use of animated
projections serving as backdrops and smoke produced on set to create physical clouds . The With Love , Since 1837 campaign channels Gene Moore with the use of ordinary objects and simple materials , letting the drama come to life through lighting and the rhythm of the camera movements . Translating the dramatic compositions of Moore ’ s windows in Dan Tobin Smith ’ s modern , sculptural style , which focuses on scale and shifting perspectives , the films and still photography celebrate Tiffany ’ s heritage from a contemporary perspective .
A collaboration between Tiffany ’ s internal creative team and creative agency TBWA \ Chiat \ Day LA , the With Love , Since 1837 campaign debuts on Tiffany . com and print and digital channels on 25th March . Through a shared vision of bespoke craft and creative excellence , forged by their storied commitments to disruption and artisanship , Tiffany & Co . and creative agency TBWA \ Chiat \ Day LA are poised to bring this iconic campaign to life in a beautiful and authentic way .
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THE ART OF LUXURY ISSUE 64 2024