Tiffany & Co. Rebrand: The Art of Causing a Scene

Transcript

2. OUR TEAM Manu Tampied Dominika Rocco Paige Ferland
3. Retain longtime, loyal customers while breaking into the Gen Z space. Simultaneously, uphold prestige branding. THE CHALLENGE
4. INSIGHT Gen Z respects legacy, but only when it’s willing to bend.
5. IG: glossy high-resolution product shots copy that projects exclusivity + offers minimal spontaneity SOCIAL MEDIA PRESENCE Sleek. Elegant. Refined. Polished. Too Clean. Too meticulously curated. Their social media presence communicates a brand that feels like you can admire it from afar rather than interact with. Thus being elegant, but distant. TikTok: mostly consists of repurposed ads with a cinematic vibe they miss the mark here -- the platform operates at a fast pace that is often trend- driven
6. TARGET AUDIENCE: GEN Z (12-27) Value: authenticity, self-expression, + humor (over status symbols) Respond to brands that don’t obey the rules (while staying true to themselves) To them, luxury is more than owning something rare – they want to own something that feels personal like “them” Crave experiences that feel exclusive while accessible Love brands that are in on the joke without losing credibility Seek visual moments worth sharing without being told to post Respects tradition when it feels alive and adaptable Use style as a form of identity and storytelling Gravitate toward unexpected combinations that feel intentional Lean to extremes = minimalists vs maximalists embrace, and both enjoy seeing their style celebrated
7. To connect Tiffany’s legacy with a generation that values self-expression and cultural currency, we’re introducing “The New Social Codes of Elegance”. This is a modern playbook that maintains prestige but redefines the etiquette, inviting Gen Z to style, stack, and wear Tiffany in ways that will turn tradition into conversation
8. THE ART OF CAUSING A SCENE “The New Social Codes of Elegance”
9. INSIPIRATION VIBE
10. When Elegance Misbehaves Glamour Off Script Dress to Disrupt The Art of Causing a Scene Permission to Deviate TAGLINES
11. “The New Social Codes of Elegance” Tiffany upholds their signature image while adding a fresh, confident, stylishly subversive, bold contrast to invite Gen Z to explore their brand.
12. VISUALS
13. Glamour Off Script Glamour off Script.
14. When Elegance Misbehaves When Elegance Misbehaves When Elegance Misbehaves When Elegance Misbehaves
15. Dress to Disrupt Dress to Disrupt Glamour Off Script
16. The Art of Causing A Scene The Art of Causing A Scene When Elegance Mibehaves When Elegance Mibehaves
17. The Art of Causing a Scene
18. Glamour Off Script The Art of Causing A Scene The Art of Causing A Scene Glamour Off Script Glamour Off Script
19. Glamour Off Script When Elegance Misbehaves When Elegance Misbehaves
20. Glamour Off Script When Elegance Mibehaves When Elegance Mibehaves
21. The Art of Causing a Scene
22. ELEGANCE HAS NO RULES :30 OPEN: Black-and-white archival footage of elegant 1950s Tiffany windows. Narrator: “Prestige once meant rules. Wear this. Don’t mix that.” SMASH CUT – COLOR BURSTS ON SCREEN: A Tiffany Blue spray paint can hisses across a stark wall, streaks of blue forming bold lines. Quick flashes: A woman in a couture gown strides through a graffiti-splashed alley, Tiffany jewelry catching the streetlight. A man in a tux stacks Tiffany rings on his fingers. Narrator: “We don’t play by the old codes — we rewrite them.” SCENE SHIFTS: A Tiffany Blue brush dips into paint, smearing across canvas. The same woman now enters a stark gallery space — her graffiti-inspired canvases hang on white walls. Champagne glasses clink as guests admire her work. FLASH BETWEEN INDIVIDUALS: A ballet dancer lacing Tiffany bangles over pointe shoes. A tattoo artist layering a HardWear necklace over ink. A non-binary model styling a Tiffany brooch on a leather jacket. Each locks eyes with the camera – confident and unapologetic. Narrator: “True elegance isn’t about following tradition. It’s about bending it until it looks like you.” MONTAGE: The individuals command bold city spaces — subway platforms, alleys, the gallery floor. Spray paint streaks merge with Tiffany Blue brushstrokes, both overlapping with gleaming diamonds. Narrator: “Tiffany & Co. – Elegance Has No Rules.” SUPER: Tiffany & Co. The Art of Causing a Scene. LOGO: Tiffany & Co. FADE OUT. SCRIPT #1
23. GLAMOUR OFF SCRIPT :30 FADE IN: EXT. CITY SKYLINE – NIGHT A slow pan down into a gritty, graffiti-filled alley. The faint hum of the city fades, leaving only the sharp click of stiletto heels. SUPERIMPOSED TEXT: Tiffany & Co. CLOSE ON – STILETTOS Sequins from a black mermaid courtier dress brush against cracked pavement. A commanding walk begins. CAMERA TRACKS – MODEL She steps with confidence, couture gown flowing dramatically, layered in Tiffany jewelry: Jean Schlumberger by Tiffany, X Link Necklace, Elsa Peretti® Scorpion Pendant, Tiffany Titan earrings by Pharrell Williams, Tiffany T, Clutch in Black Leather with a Chain. Graffiti walls glow with neon reflections. Jewelry gleams under harsh, cinematic light. CUT TO – CLOSE-UP JEWELRY SHOTS The X Link necklace glints as she turns her head. The Scorpion pendant resting boldly against couture fabric. Titan earrings flashing under the flickering streetlight. WIDE SHOT – THE PAUSE She halts mid-alley, hand adorned with rings brushing across graffiti. The clash of luxury and grit electrifies the frame. TRANSITION – ART GALLERY She pushes open stark white doors. Inside: an art gallery. Spray-paint canvases line the walls — her work. Guests in couture sip champagne, captivated by her pieces. Her jewelry catches the same spotlight as her art. CLOSE-UP – FACE & JEWELRY She turns slightly, eyes locking with the camera. A defiant look. Jewelry becomes the crown of the moment. GRAPHIC OVERLAY – TIFFANY BLUE GRADIENT The gallery fades into Tiffany Blue, jewelry glowing in the spotlight. SUPER: Tiffany & Co. Glamour off Script. Cut to Tiffany & Co. end card with tag and logo. SCRIPT #2
24. Glamour Off Script
25. THANK YOU