In 2020, Tiffany signed Chinese celebrity Jackson Yee as its first Chinese global brand ambassador. To launch with a bang, I worked together closely with local marketing teams, global creatives, and director to localize and bring to life the T1 campaign.
Taking product cues and inspiration from the original global work, we wanted to showcase Jackson whilst remaining true to the Tiffany brand heritage.
Shooting in the midst of the pandemic was a unique challenge. We wanted viewers to feel as if they were in NYC together with Jackson, so working closely together with director, we planned each shot and set carefully to present the Tiffany vision of NYC without ever leaving Shanghai.
The campaign was a huge success, given the tight turnaround (we went from concept to shoot and delivery in around 12 weeks!) We added lots of fans to across all of Tiffany China’s social media accounts as well as increased sales of the new T1 range. To date, the campaign hashtag 无可T代 (playing off the “T” of the product name) is still the most viewed on Weibo for all luxury brands.
