Repositioning an icon: making Tiffany & Co the jeweler for the next generation.

Tiffany & Co had the heritage. What it needed was a bold new reason for a younger audience to fall back in love with it. Working alongside incoming Creative Director Reed Krakoff, we developed the strategy to bring the new Paper Flowers collection to life through an unmissable takeover of New York City, with iconic Tiffany Blue as the connective thread.

From transformed bodegas and wrapped taxi cabs to branded subway cards, wheatpaste murals, and live skateboarders throughout SoHo and Midtown, every touchpoint drove retail traffic and cultural conversation.

At the Fifth Avenue Flagship, we built a vast digital clock featuring hours of interactive content with social media integration for national reach, culminating in a major VIP launch event. The campaign generated consumer sentiment that directly met the CEO's stated goal: repositioning Tiffany & Co as a next-generation jewelry store.

Executed in partnership with Mission