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MajorsMay 11, 2018
‘Breakfast at Tiffany’s’ Opening Scene Reimagined for 2018
Tiffany & Co. tapped two young talents to reimagine it for its “Believe in Dreams” marketing campaign film.
Actress Elle Fanning is the face of Tiffany & Co.’s new “Believe in Dreams” marketing campaign. In addition to ad shots like the one pictured here, Fanning also starred in the campaign’s short film, which features a reboot of the opening scene of “Breakfast at Tiffany’s” as well as a reimagined “Moon River” tune.
New York—Tiffany & Co. has taken the iconic opening scene from the film that shares its name and given it a modern touch for its latest marketing campaign.
The film for the retailer’s “Believe in Dreams” spring campaign opens with actress Elle Fanning approaching the Tiffany flagship store on Fifth Avenue in a black and white scene as she peers into the windows--a nod to the opening scene in “Breakfast at Tiffany’s” where Audrey Hepburn does the same.
Fanning wears a petite tiara just like Holly Golightly did. “Moon River” is playing in the background, but this version features Fanning’s vocals.
That’s about where the similarities end.
Rather than the iconic black Givenchy dress and pearls Hepburn wears, Fanning is in denim and a hoody.
Then the soothing tune becomes a reimagined version of “Moon River,” featuring original lyrics by New York City native and hip hop artist A$AP Ferg, and suddenly the world around Fanning turns colorful, featuring, very prominently, that specific shade of Tiffany blue.
New York comes to life as Fanning, actress and dancer Maddie Ziegler, and a cast of dancers and characters move around the city.
WATCH: Tiffany & Co.’s new “Believe in Dreams” campaign film
Director Francis Lawrence—known for creating some of pop culture’s most iconic videos and films, such as “Hunger Games” and Lady Gaga’s “Bad Romance” music video—directed it, with Ryan Heffington providing the choreography.
Tiffany said it brought Fanning and A$AP Ferg together for the clip because they “represent a basic Tiffany ideal: that New York is a place where anything can happen, and Tiffany is where dreams come true.”
The release of the campaign also marks the first time the jeweler has ever created a song, which will be available for streaming on Spotify starting May 3.
“We wanted to take a fresh approach to the campaign, juxtaposing something visually extraordinary with a song that is a nostalgic nod to the past combined with something wholly unexpected and of the moment,” Chief Artistic Officer Reed Krakoff said.
Tiffany released the new marketing campaign at the same time as its new “Paper Flowers” collection, the first under Krakoff.
In addition to the film and ad shots, the campaign also featured pop-up installations in its iconic color around New York, like Tiffany blue coffee carts and taxis, bodegas with buckets of paper flowers, and some subway stations dispensing limited-edition Tiffany & Co. MetroCards.
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