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Tiffany & Co. The Silver Cup Project

We’ve partnered with Whitney Biennial artist and art photographer Roe Ethridge to capture the joy of the season in our 2017 holiday campaign.

Featuring stylized vignettes in the signature motif of famed Tiffany window designer Gene Moore, a wooden drawing figure is brought to life through whimsical scenarios and stop-motion photography.

Take a look behind the scenes to discover how the new campaign brings the spirit of the holidays to life with cheerful surprises.

Artist and photographer Roe Ethridge used still images and video to create A Tiffany Holiday, cutting together over 150 hours of photography into frame-by-frame stop-motion videos to create the magical campaign.

Tiffany Holiday Article Sub Img

In our anthem video, the central character—a wooden drawing figurine—discovers many Tiffany gifts throughout this whimsical world.

Tiffany Holiday Article Sub Img
Tiffany Holiday Article Sub Img
Tiffany Holiday Article Sub Img

From ideation to execution, A Tiffany Holiday was meticulously storyboarded to bring the magical world to life using a studio full of props, accessories and jewelry. On set, the wooden figurine’s movements were created using an intricate system of wires and supports; and hints of Tiffany Blue® can be seen in the sky in each of the videos, created using a backdrop of blue velvet.