Tiffany & Co.: Frankenstein
Tiffany & Co. sought to revitalize its brand image by connecting its 200-year legacy with contemporary prestige cinema. The client aimed to move beyond traditional advertising by integrating its archival collection into a major film production. The goal was to reach a global audience through a high-profile partnership with Netflix and director Guillermo del Toro, ensuring the brand felt relevant, artistic, and deeply embedded in modern culture.
Creative Idea
Archival jewelry became a narrative character within a major gothic cinematic production.
By integrating authentic 19th-century archival jewelry into Guillermo del Toro's Frankenstein, Tiffany & Co. transformed luxury product placement into a narrative-driven cinematic collaboration that blurred the lines between historical heritage and modern storytelling.
Where Gothic Horror Meets High Jewelry
Crafting the Victorian Aesthetic
To ensure historical authenticity, Kate Hawley worked closely with the Tiffany Archives to select pieces that mirrored the 19th-century setting of the film. Rather than modern replicas, the production utilized authentic archival jewelry, allowing the pieces to function as narrative anchors for Mia Goth’s character, Elizabeth Lavenza. This collaboration extended beyond the screen, as Guillermo del Toro personally co-designed the immersive window displays at The Landmark in New York, which featured a custom, synchronized score composed by Alexandre Desplat.
Global Reach and Engagement
The campaign achieved significant digital penetration, generating 37 million paid impressions via Netflix and over 10 million social impressions. The high-visibility partnership drove substantial audience interaction, resulting in 4.7 million video views and 220,000 engagements on Instagram alone. Beyond the digital metrics, the project secured 620 press mentions and contributed to a surge in brand interest, evidenced by 23,500 new followers gained on the brand's social channels during the launch window.
Strategic Production Synergy
The project was facilitated by Createology, which bridged the gap between luxury retail and prestige cinema. Production was a multi-agency effort, with RIOT co-producing the craft films that documented the intersection of the jewelry’s craftsmanship and the film’s gothic atmosphere. Physical activations in New York City and London served as the campaign's anchor points, grounding the global digital strategy in tangible, high-end retail experiences that invited consumers to step directly into the world of the film.
Creative Strategy Deconstructed
Company
Tiffany & Co. leveraged its extensive historical archives dating back to the 1860s to provide authentic period-accurate luxury pieces.
Category
Luxury brands typically use generic, superficial product placement that feels disconnected from the actual narrative of the film.
Customer
Audiences crave deeper, more immersive storytelling that feels authentic to the film's world rather than forced commercial interruptions.
Culture
The rise of prestige auteur cinema and the public's fascination with dark, gothic aesthetics created the perfect environment for this partnership.
Company
Tiffany & Co. leveraged its extensive historical archives dating back to the 1860s to provide authentic period-accurate luxury pieces.
Category
Luxury brands typically use generic, superficial product placement that feels disconnected from the actual narrative of the film.
Strategy:
Embed brand heritage into narrative fiction to transform product placement into essential storytelling.
Customer
Audiences crave deeper, more immersive storytelling that feels authentic to the film's world rather than forced commercial interruptions.
Culture
The rise of prestige auteur cinema and the public's fascination with dark, gothic aesthetics created the perfect environment for this partnership.
Strategy:
Embed brand heritage into narrative fiction to transform product placement into essential storytelling.
Results
The campaign achieved 37 million paid impressions via Netflix and over 10 million social impressions. It generated 4.7 million Instagram video views and 220,000 Instagram engagements. The initiative secured 620 total press mentions and resulted in 23,500 new Instagram followers. Additionally, the campaign generated $2 million in Global Earned Media Value (EMV).
37M
Paid impressions via Netflix
4.7M
Instagram video views
$2M
Global Earned Media Value
Strategy Technique
Borrow Equity
By aligning with a highly anticipated auteur-driven film, the brand leverages the cultural prestige and dark aesthetic of Guillermo del Toro to refresh its image and reach a global audience.
Explore Technique
Creative Technique
Story-Driven Campaign
The campaign embeds historical jewelry directly into the film's narrative, making the products essential to character development. This approach elevates the jewelry from mere accessory to a vital storytelling element.
Explore Technique
Craft Breakdown
The campaign masterfully bridges 19th-century archival heritage with modern cinematic storytelling, transforming luxury product placement into an immersive, narrative-driven experience.
Authentic 19th-century archival jewelry was integrated into the film's gothic aesthetic to serve as essential narrative anchors.
Guillermo del Toro co-designed immersive window displays at The Landmark featuring a custom synchronized score by Alexandre Desplat.
The use of an Academy Award-winning composer to create a custom score for physical retail activations elevated the brand's atmosphere.
The strategic collaboration successfully generated 620 press mentions and significant global earned media value.
“The magic lies in the seamless integration of Tiffany's physical archives with the film's gothic narrative, allowing the jewelry to function as a character rather than a mere accessory, further amplified by synchronized experiential retail activations.”
