Tiffany & Co. — “Some Style is Legendary” Documentary

Blue is a very extraordinary color it's a very positive color I always say why do I love New York it's because the sky is always blue it's an extraordinary city because it is old and yet it's also incredibly new in a funny kind of way that's a way that you can describe tively it's old and it's new it's not kinda ever be slotted into one century or another pining it's sort of endless they said you come in and you tell us how you see a campaign for Tiffany's and I was thinking a very modern Tiffany's because I think the jewelry is super modern although most of their campaigns have been very romantic don't get me wrong I really do love whole image of romance I've certainly noticed it for years and they're beautiful pictures are beautiful images but I thought that I could find another way to go that would be interesting and I immediately thought back to pictures that I had seen by David Simmons of Kate Moss on this incredible blue background and in my head it was completely Tiffany's blue and it suddenly occurred to me that this would be something kind of brilliant for a Tiffany campaign traditionally their pictures were very far away and so in the facing page is picture up-close of the jewelry I thought it would be nice to get rid of that product shot I really wanted jewelry did be on a person so it had a life to it the camera is just kind of going to move around like this so my thought was you should be very close up it I'm talking head shot here I think you're never going to get more far away than that now I just had to persuade Tiffany's to go along with it here was another thing that I thought we could change they've never worked with celebrities I've been enchanted by our hour Fanning and I thought it would be really interesting to work with Lupita because she's such an amazing actress and Christy Turlington she's the most beautiful woman in the world three different girls three different girls I know initially you wanted to say six yes oh yeah so let's try for the fourth at least let's try for the four I just feel you need that one other element and for me it's her goods because I just think she keeps up the very modernity thing you know in a major way so there's a little girl that I really love called Natalie Wessling she's not your typical Tiffany girl of course I love her because she's got red hair this puts us in a better situation yeah but only if you get hook only if you get her so that we can find out right now and I love it notably right I just want to take you also through what we decided a rough idea of who could be wearing what okay you very well may change the whole thing what we've done is we've we have all our hero products and then everything else that you can snuggle with if there's anything missing we can add it look at that so that's our hero there yes yeah also and if you wanted to do two necklaces or multiples so if you wanted to use one of these with some layered sprinkles great all right so these are all for us to pull all right I think if you've got that you don't you don't need anything else right I mean in my head I don't know I like when it's really simple and straightforward and it's one piece I mean if this is what you want to see then I think when you just see that it's it's better than diffusing it with a lot of chains around we have to keep it looking very modern and I want to look at my only other jewelry yes what's your feeling about clothes do you have a problem there or no I didn't no problem I'm very sure that we are getting diversity in the styling I loved it yes it's so pretty odorous so pretty we were safe oh yeah so beautiful I've been a fashion editor for some 50 years now and I think there's never a job I've done that I wasn't you know totally scared out of my pants before I start you know I'm nervous because it's the first time I've been in this kind of situation and it's a lot of unknown things you know I think everything has to be the best and then you have a slight chance that it's going to look quite good you kind of hold your breath until the photographer puts the camera down I'm an ego I think it's good for at that moment you're you're sure of what you're doing you know you have to be so after the tenth shot I could begin to relax a little bit when I'm trying to to express a moment in a photograph it cannot be contrived if that's what we were looking for when editing the pictures to find the picture that is just a moment and I just assume everybody will think like me which they don't always so the last time that we met we did it initial select and so from there we looked at different ways of cropping it and then also alternates so as you see the first shot with L we have the original that we looked at here and then this was a third that we added in here yeah I think this one's too close but also close so should we just eliminate them and maybe they have an option oh yeah I would okay to me this feels more honest I think it's just much more modern like this and it feels like a moment and yeah the look in the eye and I think that she also feels she feels grown up yeah yeah and then our cutie Natalie here you know I guess I love the whole tilt into the corner and there the wind in her hair and that other one I think it's really amazing okay so Lupita I'm so crazy for this picture and I know you're worried because she's not working out here but I feel this is such a special picture of her um she that's all of them again so then we have Christine here it looks like a jewelry ad you know I wish I know it is but but it should be a little more subliminal than that I prefer that it's more interesting than just straight up and down I agree actually okay all right so that's what we're going in with and I'm very good I love it but very much still in Brent good it is you and in a big campaign like this it's not completely my decision but that's just so many reasons why I think they should go the way I want them to go I'm not even saying that I'm right I'm just saying that's what I believe because who's to say I'm right certainly not me but it's what I believe and I can only tell you what I believe I can't make believe that I believe something that I don't believe I want you to look at the picture and say god I love these pictures are really strong Tiffany's really taken a step and it's brave and it's really exceptional I mean I wanted something that when you flick through the pages of a magazine it'll stop you and I think that the images stop you

Channel: Tiffany & Co.

Views: 1,454,226

Rating: 4.8647332 out of 5

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Id: AvS0f6jTbp4

Length: 10min 19sec (619 seconds)

Published: Tue Sep 20 2016