Tiffany & Co. tapped the power couple Beyoncé and JAY-Z to star in the “ABOUT LOVE” campaign. Celebrating modern love, the campaign was created in a close collaboration and a shared vision between both the Carters and Tiffany & Co. Beyoncé And Jay-Z’s love story is illuminated by the iconic Tiffany Diamond and set against the backdrop of Jean-Michel Basquiat never-before-seen painting Equals Pi.
Throughout the “ABOUT LOVE” campaign, Beyoncé wears one of the most important gemstone discoveries of the 19th century – the Tiffany Diamond that weighs 128.54 carats and boasts an unprecedented 82 facets. Discovered in 1877 in the Kimberley Mines of South Africa, founder Charles Lewis Tiffany purchased the rough diamond in 1878. JAY-Z is seen wearing French jewelry designer Jean Schlumberger’s legendary Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cuff links.
A Ghanaian-Dutch film director and visual artist Emmanuel Adjei was invited to make a film that features a musical performance of the classic song “Moon River.” Made famous in the 1961 film Breakfast at Tiffany’s, the iconic track is reimagined with vocals by Beyoncé, captured by JAY-Z on a Super 8 camera. A spectacular, AIA award-winning, 3-story glass-walled Orum House that boasts panoramic views of the Getty Center, Downtown L.A., & the Pacific Ocean on a private promontory in Bel Air, was selected by the couple as the setting for the film. Basquiat’s Equals Pi appears once again as a common Tiffany Blue® thread throughout the narrative. The accompanying “ABOUT LOVE” print campaign was shot by Mason Poole and styled by June Ambrose and Marni Senofonte.
As a part of the house’s partnership with the Carters, Tiffany & Co. is pledges a $2 million commitment towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).
The campaign will be launched globally in print on September 2, while the accompanying film will appear in September 15. The campaign will further unfold later this year with additional films created by acclaimed director Dikayl Rimmasch and second unit director, Derek Milton.