Tiffany & Co. | Holiday Icons

Holiday Magic

Tiffany is famous for their Holiday Icons campaigns. As a joyful introduction to the season, each year rings a different conceptual tune that always manages to balance contemporary elegance with timeless undertones. This year’s collaboration with Tendril was no different, featuring the 4 classic icons T, Lock, HardWear, and Knot.

Inspired by Heritage

For an unexpected take on holiday magic, Tiffany asked us to draw inspiration from their renowned window dresser Gene Moore. His dioramic takes on NYC landmarks and holiday scenes turned every display into a properly cinematic tableau. Our concept evoked some of that metaphorical whimsy with visual motifs that represented each piece’s love language: such as the Brooklyn Bridge to represent the HardWear’s strength and devotion.

Elegance & Beauty

The beauty of CG? Intricate material work that feels (almost) alive. Using premium, high-gloss reflective materials like porcelain and glass alongside subtle Tiffany brand treatments achieved that unique balance of dynamic and romantic. A tactile touch helped bring Gene Moore’s 1950s aesthetic into 2024K.

In addition to the film, you can see the Icons flourish from smaller-scale social stills to large billboards and retail displays across the globe.

Process & RnD

In our initial approach we spent a lot of time experimenting with the characteristics of the Icons: how far could the Bird on a Rock fly before it lands in uncanny valley? As (Canadian) nature enthusiasts, we also considered the many different forms of ice and snow—in the light vs. magic hour, as flakes or particles, and so on.

Guided by the spirit of Gene Moore, we reimagined "holiday" motifs through the Tiffany lens. Porcelain branches, frosted bird nests, diamond snowflakes, and pearlescent snow miniature cityscapes were all part of the worldbuilding, extending the brand's presence into imagery outside of the jewelry icons.