Tiffany & Co. is leveraging a monster hit with its latest film cameo, marking a significant shift in the brand's marketing strategy. The luxury jewelry brand has collaborated with Guillermo del Toro's 'Frankenstein,' a Netflix release, showcasing its pieces in a prominent role. This marks Tiffany's first major appearance on a digital platform, with 27 pieces of jewelry and objects featured in the film, including necklaces, bracelets, rings, earrings, brooches, pendants, sterling silver objects, a hair comb, and a pocket watch. Six of these pieces are contemporary creations, while 16 are archival jewels and silver objects. Tiffany also designed five original pieces specifically for the production.
This trend of luxury brands appearing in blockbuster films is growing, with examples like 'House of Gucci' (2021) and 'Barbie' (2023). In an era where consumers consciously avoid traditional advertising but remain glued to their phones, films offer a unique opportunity for brands to connect with audiences. According to Britt Johnson, founder and CEO of Mediaplacement, films provide a more relaxed and focused viewing experience, leading to higher consumer engagement and brand lift.
Brand-film studio financial arrangements vary, ranging from one-off fees and shared promotional expenses to product loans and covering expenses like insurance and travel. Tiffany's creative director, Christopher Young, emphasizes the brand's selective approach to collaborations, aiming to appear in significant films in a purposeful manner. For 'Frankenstein,' Young worked closely with costume designer Kate Hawley, who drew inspiration from Del Toro's script and vision, considering historical context, themes, and characters' inner feelings.
The collaboration resulted in a layered and interpretive film, integrating jewelry into the plot. For instance, a 1900 Tiffany necklace with iridescent blue beetle motifs, designed by Louis Comfort Tiffany, matches the dress created for Mia Goth's character, Elizabeth, while symbolizing her interest in natural history and thematic connection to rebirth. Hawley also chose an 1870-80 Tiffany necklace with gothic-like faces for an earlier scene, which was 3D-scanned and reproduced in a lightweight polymer due to its delicacy.
The success of the collaboration is attributed to the rare partnership between Young and Hawley, who worked closely to ensure the jewelry's seamless integration into the movie. Young highlights the film's ability to express Tiffany's beauty in non-verbal, emotional ways. Moreover, movie partnerships help maintain the brand's relevance in popular culture, offering a creative and cultural presence beyond commercial advertising.
