There’s no more iconic and highly coveted gift for the holidays (or any other occasion) than a little Tiffany Blue box. After all, its notoriety has been built over centuries.

That iconography and heritage are the focus of Tiffany & Co.’s latest campaign, “With Love, Since 1837,” created by TBWA\Chiat\Day Los Angeles. It launched on Monday with a hero video detailing the history behind the house’s most definitively jewelry collections. 

Shot by photographer and director Dan Tobin, the campaign modernizes vitrines designed by Tiffany & Co. window designer Gene Moore by reintroducing mannequin hands and window designs displaying Tiffany jewelry held by literal threads. They create the appearance of floating jewelry, as a voice narrates the history and heritage of the brand. 

In each vignette, the narrator tells the origin story of jewelry pieces in some of Tiffany’s most iconic collections: Lock, T, Knot, HardWear, Sixteen Stone and the Tiffany Setting. The campaign includes details about the inspiration behind certain designs, such as the Lock bracelet, which was inspired by a brooch from 1883, or the HardWear collection, inspired by a Tiffany bracelet from 1962. 

Featured jewelry in the campaign include the Lock bracelet, the Jean Schlumberger by Tiffany & Co. Sixteen Stone ring and other designs. 

The campaign, shot in London, included a set that ranged from miniature to oversized scale models shot from different perspectives to create illusions.

According to press materials, rather than rely on postproduction effects, the illusions were created using animated projections that served as backdrops and smoke produced on set to create the illusion of physical clouds. 

The campaign is a nod to Tiffany & Co.’s. longstanding history and credibility—a reminder to viewers that it’s an established leader in jewelry. It’s a departure from its most recent work aimed at attracting a younger audience. Last year, the jewelry house launched a collaboration with Nike in an attempt to reach Gen Z, releasing a $400 Nike Air Force 1 Low Tiffany & Co. 1837 shoe. 

Other campaigns have included a 2021 ad that featured models in casual wear donning Tiffany diamonds and appearing more relaxed, per Vogue Business.

In addition to the video, which will on digital platforms, the campaign will include still images in print.