Tiffany & Co. Revives Its Heritage in Surreal Holiday Film With Anya Taylor-Joy

This holiday season, Tiffany & Co. is reminding us that love is a gift you can see and feel in every iconic blue box.

For its 2025 Christmas campaign titled “Love Is a Gift,” Tiffany partners again with agency Anomaly to bring back Anya Taylor-Joy and Jonas Lindstroem.

The campaign weaves a visually striking tale about love in its many forms.

The film establishes the jewelry brand's iconic blue box as both a container and a portal to emotion, each one opening up to a different city and a different story.

Anomaly Group Creative Director Caitlin Slack expressed the team's desire to "evolve the narrative and push the craft even further" this time of year.

“Craft is the soul of the Tiffany Icons, and this film brings that to life. Every detail was designed to create an unforgettable world for Anya Taylor-Joy to explore," she added. 

The brand's campaign is built on the success of its prior holiday work with Anomaly.

The 2024 film titled "With Love, Since 1837" earned 57 million organic views, boosted brand-Icon searches by 20%, and grew Tiffany’s social following by 135,000.

Notably, it also won two Cannes Lions in Design and Luxury.

The Magic in Love

Tiffany’s Icons is the brand's most celebrated jewelry collection, and its motifs are paired with moments of romance, family, and self-love in the hero spot. 

Set to The Pied Pipers’ vintage tune “Dream,” the 90-second hero spot shows Anya’s journey through ribbon-like pathways of boxes, each evolving into skyscrapers and doorways.

In Tokyo, a child rushes to her parents with a Tiffany box at the dinner table.

In New York, a woman departs in a cab with shopping bags in hand.

And in London, a couple leans close in a warm restaurant, framed by a flickering cityscape.

Together, these scenes highlight the multifaceted definition of love that Tiffany has long stood for.

Alongside the hero film, there are four 30-second cutdowns.

Three focus individually on the Tokyo, New York, and London vignettes, while a fourth weaves them together into a more succinct narrative with Anya Taylor-Joy at the center once more.

The “Love Is a Gift” campaign goes live across online video, paid digital, retail channels, and social media.

According to the brand, every visual touch from the color palette to the cityscapes is rooted in its craftsmanship, innovation, and undeniable heritage.

Why Tiffany’s Holiday Story Still Resonates

Luxury branding succeeds when it feels both prestige and human, and this is something Tiffany achieves by grounding emotion in its timeless craftsmanship.

Here are some lessons marketers can learn from their efforts: 

• Reinforcing your heritage works when you treat it as a narrative vehicle.
• Celebrity partnerships help, but only when the talent serves the emotion of the story.
• When a visual concept stretches across ads, retail, and social, you create a unified brand experience that deepens connection.

The real test will be in how audiences respond this season: can Tiffany evoke fresh emotion while staying true to its legacy?

Last year, Tiffany & Co. had over 300 retail stores globally, showing how its reach and long-established brand presence have made it the household jewelry house it is today. 

Our Take: Did Tiffany Make Love Tangible Again?

Second time's the charm.

If it worked the first time, that's enough reason for Tiffany to run it back with Anya.

Across its holiday efforts, the jewelry giant reminds us that brand identity isn’t just about what you make, but how you make people feel.

I appreciate how Anomaly turned the simple act of giving into a visual exploration of belonging.

It's proof that luxury brands can feel warm, personal, and timeless.

In other news, Neiman Marcus recently unveiled its 2025 Fantasy Gifts campaign, spotlighting eight extraordinary experiences and bespoke items for the season.

Make a campaign that remains impactful all season long. Check out the top creative agencies that can bring your vision to life.