Taking inspiration from legendary window designer Gene Moore, the Tiffany & Co. ‘With Love, Since 1837’ ad campaign reveals the untold stories behind the House’s most definitive jewelry collections: Lock, T, Knot, HardWear, Sixteen Stone and the Tiffany Setting.

Shot by award-winning photographer and director Dan Tobin Smith, ‘With Love, Since 1837’ modernizes a series of vitrines by Gene Moore, whose work has left an indelible mark on the world of window display design. Through imaginative storytelling, the theatrical vignettes prove that love is the beating heart of Tiffany & Co.—the common thread that unites each collection and the jeweler’s illustrious heritage of craftsmanship.

The campaign speaks to the House’s illustrious heritage, telling the origin story of each collection and conferring rich meaning on indelible designs like the Lock bracelet, the Jean Schlumberger by Tiffany & Co. Sixteen Stone ring, HardWear jewelry and other important Tiffany & Co. creations. Lock is a timeless icon inspired by a brooch from 1883, for instance, while the HardWear collection’s pure, bold forms reference a Tiffany bracelet from 1962.

‘The With Love, Since 1837’ campaign channels Gene Moore with the use of ordinary objects and simple materials, letting the drama come to life through lighting and the rhythm of the camera movements. Translating the dramatic compositions of Moore’s windows in Dan Tobin Smith’s modern, sculptural style, which focuses on scale and shifting perspectives, the films and still photography celebrate Tiffany’s heritage from a contemporary perspective.