Client: Tiffany & Co.Jeweler since 1837
Collection: Tiffany LockIn stores from August 2022
The idea: No rules. All welcome.Tiffany's first all-gender collection
Film: Lock SizzleCampaign, clients, press, wrists
Format: Sizzle reel0:51
When: September 2022Delivered at the end of the month

The Tiffany Lock campaign couple in an embrace, a diamond Lock bangle on her wrist

Tiffany took the humble padlock out of its archive, turned it into gold for every wrist, and asked us to show the world fastening it.

Tiffany Lock arrived in the summer of 2022 as the house’s first all-gender collection: a bangle in 18k yellow, rose or white gold, with or without diamonds, closed by a clasp that swivels like the padlocks Tiffany once made to be used. Its line was four words long. No rules. All welcome.

Our sizzle follows Lock through its first season, from the campaign to the people wearing it. It is short, warm and quick on its feet, a reel built to make everyone who watched it want one on.

Hands first

It opens on the campaign, white space and black clothes, two people finding each other’s hands. We let the gold do the talking: wrists crossed, a palm on a waist, a bangle catching the light as an arm wraps a shoulder.

A hand on a waist with Tiffany Lock bangles on both wrists — A hand at the waist, Lock on both wrists.

A Tiffany Lock bangle and diamond ring against black cloth — Diamonds against black cloth.

Crossed arms wearing Tiffany Lock bangles in two golds — Two golds, two wrists.

Imaan Hammam resting her chin on a shoulder in the Tiffany Lock campaign — Imaan Hammam in the Lock campaign.

A Tiffany Lock bangle in rose and white gold with diamonds — The padlock shape, in rose and white gold.

“It allows me to take that early symbol
of our love with me everywhere I go.”

Stephen and Nick, Tiffany clients, on their Lock bangle

Voices, pages and polaroids

Then the reel turns to everyone else. We built the middle in motion: real words from Tiffany clients set on Tiffany Blue, a wall of polaroids of famous wrists wearing Lock (Kim Kardashian, Hailey Bieber, Rosé, A$AP Rocky, Gal Gadot, Anya Taylor-Joy, Florence Pugh and more), and the pages of Harper’s Bazaar, ELLE, Vogue, W, L’Officiel and Esquire sliding into frame.

Motion graphic polaroids of Kim Kardashian and Hailey Bieber wearing Tiffany Lock — Famous wrists and fall pages, in motion. Scroll sideways.

Motion graphic polaroids of A$AP Rocky, Gal Gadot and Zoey Deutch wearing Tiffany Lock — Famous wrists and fall pages, in motion. Scroll sideways.

Made to be worn

The last stretch is about the bangle in people’s lives: a pop-in under a ceiling of stars, initials cut into gold, a final polish with a soft cloth, and smiles at the engraving bench.

The Tiffany Lock pop-in with a starry blue ceiling and #TiffanyLock — From the pop-in to the polishing cloth. Scroll sideways.

Giant Lock links displayed at the Tiffany Lock pop-in — From the pop-in to the polishing cloth. Scroll sideways.

“Defies gender
yet defines love.”

Rose, a returning Tiffany client in Pasadena

It closes where it started, two hands held loosely, gold on the wrist between them. We cut Lock a few weeks after Tiffany’s 2022 Sizzle, and a season before the Holiday 2022 Sizzle.

Credits

Client: Tiffany & Co.
Agency: RIOT
Edit: Chris Maguire
Color: Chris Maguire
Motion graphics: Chris Maguire
Post producer: Nastassja Simone
Production coordinator: Andrew Alberson

ServicesSizzle Reels Editing Color Grading Motion Graphics Music Supervision Branded Content

Introducing:
Tiffany Lock

Hands first

Voices, pages and polaroids

Made to be worn

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