Tiffany & Co.

'Give Me The T' Spring 2021 Ad Campaign

Review of Tiffany & Co. ‘Give Me The T’ Spring 2021 Ad Campaign by Creative Director Ruba Abu-Nimah with Photographer Mario Sorrenti with talent Tracee Ellis Ross, Eileen Gu, and Anya Taylor-Joy

Tiffany & Co. recruits three uniquely talented women to bring its T1 collection mysteriously to life in a new campaign, featuring creative direction from Ruba Abu-Nimah and photography by Mario Sorrenti.

The campaign stars actor and writer Tracee Ellis Ross, skier Eileen Gu, and actor Anya Taylor-Joy. Each star in a brief vignette, which features a slickly minimalist and modern, black-and-white aesthetic. The stories are ambiguous and open-ended, focused on quiet moments of revelation and mystery that cleverly incorporate the letter “T” and the number 1, in reference to the title of the collection. With glamor and confidence, Ross pours herself a cup of tea; Gu secretively adjusts a clock’s hands to one o’clock; Taylor-Joy seductively selects a T-printed tome from a bookshelf. Each vignette ends as its star teases us by whispering some delightfully esoteric phrase.

The vignettes feel evocative and invitingly mysterious on their own, and together they take on an even more intriguing sense of mystique. It feels like there is some enigma that we are missing out on, but that remains tantalizingly close – some clandestine drama or Pynchon-esque secret society represented by the letter “T.”

In addition to drawing us in with an inscrutable allure, the campaign’s open-endedness smartly emphasizes the collection’s character of individuality and personal meaning. After its recent acquisition by LVMH, Tiffany is going through an invigorating moment of rebirth and reinvention, and it’s exciting to see the brand experiment with tone, mood, and narrative through its marketing communications. The risk has paid off, and we look forward to seeing where they take it next.

Creative Director | Ruba Abu-Nimah
Photographer/Director | Mario Sorrenti
Talent | Tracee Ellis Ross, Eileen Gu, and Anya Taylor-Joy
Stylist | Alastair McKimm
Hair | Jawara
Makeup | Mark Carrasquillo
Set Designer | Jocelyne Beaudoin