American actress Elle Fanning peers into a window of the Tiffany & Co Fifth Avenue flagship store, donning a diamond-encrusted tiara and enjoying the beautiful sparkles in the window. Kicking off the brand's new campaign "Believe In Dreams", this black-and-white opening is a tribute to the first scene of movie classic Breakfast at Tiffany's (1961). But what follows is unexpected and disruptive. A rush of colour—Tiffany blue, in particular—floods the streets of New York City as Fanning and the city's denizens start dancing exuberantly and almost whimsically. 

“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,” said Reed Krakoff, the brand's chief artistic officer.

The concept of the campaign is in line with the values that Tiffany stands for. To the jeweller, New York, where it all started, is a city where anything can happen and that the brand's stores are where dreams come true. Besides the creative spirit of New York City and the magic of Tiffany, the campaign also spotlights the allure of the jewellery from the Tiffany T, Tiffany Keys and Tiffany HardWear collections.

Bringing the brand's philosophy and Krakoff's vision out with this campaign are Hunger Games director Francis Lawrence, who channelled the city's energy and buzz into the short film, and choreographer Ryan Heffington, who devised the upbeat moves to reflect the brand's direction to speak to younger audiences. 

(Related: Say No To Plastic With Tiffany's Posh Reusable Straws)