Tiffany & Co. wraps love in cinematic holiday push starring Anya Taylor-Joy
A new film-led campaign cements Tiffany’s stance on love as the ultimate luxury
Tiffany & Co. is betting big on emotional branding again this holiday season. Its newly launched 2025 campaign, titled Love is a gift, enlists house ambassador Anya Taylor-Joy in a sweeping global film that connects luxury, gifting, and emotional storytelling in true Tiffany fashion.
Shot across Los Angeles, New York, London, and Tokyo, the campaign weaves a globe-trotting narrative that’s as much about connection as it is about jewelry.
This article explores how Tiffany uses cinematic storytelling and brand symbolism to deepen emotional engagement, and what marketers can learn from its latest global campaign.
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Here’s a table of contents for quick access:
- What’s new in Tiffany’s 2025 holiday campaign
- Emotional storytelling as Tiffany’s brand strategy
- What marketers should know
Patrecia Meliana
What's new in Tiffany's 2025 holiday campaign
This year's campaign, launched globally on October 28, brings back Anya Taylor-Joy following her 2024 appearance in With love, Since 1837. Unlike last year’s New York-centric winter journey, Love is a gift spans multiple continents and delivers a cinematic ode to relationships: romantic, familial, and personal.
Taylor-Joy is styled in Tiffany’s modern icons: the HardWear, Lock, T, and Knot collections, as well as new additions from the whimsical Bird on a rock line. Throughout the film, a white satin ribbon leads her through each chapter, a recurring motif that symbolizes the emotional thread binding people, places, and moments.
Emotional storytelling as Tiffany's brand strategy
This isn’t just a holiday film, it’s a brand statement. Tiffany positions itself not merely as a jeweler but as a curator of meaningful experiences. The campaign is a continuation of the company’s commitment to emotional resonance over transactional luxury, reinforcing that gifting, when tied to sentiment, is elevated into art.
By following Taylor-Joy across personal exchanges involving the Tiffany Blue Box, the campaign illustrates a key idea: love isn’t limited to romance. Whether between family, partners, or as an act of self-love, the campaign’s message is clear: love, in any form, is the ultimate luxury.
The film closes at The Landmark in New York City, Tiffany’s flagship, where Taylor-Joy’s voice-over reiterates the campaign's thesis: “And whether shared with another or with ourselves, love, in all its facets, is the most precious gift of all.”
What marketers should know
Tiffany’s 2025 holiday campaign isn’t just a glossy seasonal play, it’s a case study in high-impact emotional branding. Here’s what makes it work:
1. Strong brand codes across regions
Despite filming in four global cities, Tiffany ensures brand cohesion through consistent visual markers: the blue box, satin ribbon, and core jewelry collections. This strengthens recognition without diluting local relevance.
2. A cinematic, scalable format
With film at its core and high-quality stills to match, the campaign lends itself to multi-channel rollout, from Instagram reels to full-length YouTube videos. Marketers can take cues from how Tiffany structures content to work across geographies and platforms without losing emotional impact.
3. Repeated brand narrative
This is the second year Tiffany has tapped Taylor-Joy under Jonas Lindstroem’s direction. The continuity helps deepen brand memory, while evolving the storyline enough to keep it fresh. For marketers, it’s a reminder that repetition, when done right, can enhance rather than bore.
4. Universal emotion, local context
While rooted in luxury, the narrative taps into universally relatable moments of giving and receiving love. Marketers in any category can learn from how Tiffany localizes emotion without sacrificing the brand’s aspirational tone.
In a retail climate where authenticity and storytelling are front and center, Tiffany & Co.’s holiday campaign is a masterclass in how to position luxury as emotionally resonant. With Anya Taylor-Joy leading a global narrative tied together by a satin ribbon and a blue box, Tiffany doesn’t just sell jewelry, it sells a feeling.
For marketers aiming to connect across borders and channels this season, this campaign offers both inspiration and a blueprint.
