Few celebrity marriages are known to survive the test of time, but the enviable romance of hip-hop artist and media proprietor, JAY-Z, and his famous popstar wife, Beyoncé (it has been more than 20 years since they began dating), is as enduring as a Tiffany & Co. diamond.
With such an inspirational love story, it is no surprise that Mr and Mrs Shawn Carter (aka JAY-Z and Beyoncé) were chosen to be the ambassadors for the global luxury jeweller. Bringing their real-life romance onto reel life, this is the first time the power couple are appearing together on film, in Tiffany & Co.’s latest “About Love” campaign produced by acclaimed director Emmanuel Adjei.
The language of love
As Beyoncé infuses the dreamy production with her sultry rendition of the classic song “Moon River”, she channels the iconic Audrey Hepburn who first crooned the song (composed by Henry Mancini, with lyrics by Jonny Mercer) and propelled it to worldwide fame in the 1961 film Breakfast at Tiffany’s.
Meanwhile, adoring husband JAY-Z shows his appreciation of his talented wife by filming her performance on a Super 8 hand-held camera, aptly capturing close-up angles that reflect an intimate portrait—both figuratively and literally—of the love they share.
Throughout the short film, which was recorded at the three-level, 18,800 sq ft Orum House in Los Angeles designed by architect Zoltan Pali, the couple is shown exchanging stolen moments, appreciative glances and secret smiles. With undeniable chemistry, their romantic overtures tell of a deep and intimate connection, such as when she lovingly strokes his hair while he lies on her lap, or when they pop champagne and exchange flutes through crossed arms.
Let love shine bright like a diamond
“Big girls need big diamonds,” Elizabeth Taylor once famously declared.
Indeed, with the Carters’ big personalities (not to mention big fame), their larger-than-life romance demands big, bold rocks such as the iconic Tiffany Diamond, which is considered among the most important gemstone discoveries of the 19th century. Weighing a hefty 128.54 carats and boasting a stunning 82 facets, this is one priceless and inimitable gem.
Unearthed in the Kimberly Mines of South Africa in 1877, founder Charles Lewis Tiffany purchased the rough diamond the following year, thus launching Tiffany & Co.’s reputation as a renowned authority on diamonds.
Naturally, Beyoncé—herself a gorgeous specimen and synonymous with Tiffany’s brand of elegance—is the perfect platform on which to show off the Tiffany Diamond in all its brilliant glory. It is the first time in history that the Tiffany Diamond appears in a campaign, making “About Love” an unforgettable gem itself.
Also featured in the film are house icons, including designs from Jean Schlumberger and the Tiffany T collection. To match his glamorous wife, JAY-Z wears Tiffany’s legendary Bird on a Rock brooch, which was originally designed by French designer Jean Schlumberger—whom the social elite turned to in the ’60s and ’70s—and reimagined by Tiffany artisans as one-of-a-kind cuff links.
Sharing the love
The Carters’ love story is not only illuminated by the fine Tiffany jewels but is also set against the backdrop of the late American artist Jean-Michel Basquiat’s Equals Pi (1982) which had been part of a private collection since its creation. Like the Tiffany Diamond, this work of art is making its first public appearance in “About Love” as well.
Taking the theme of love a step further, Tiffany & Co. is also spreading love in partnership with the Carters’ charitable foundations. Together with BeyGOOD and the Shawn Carter Foundation, USD$2 million worth of scholarship funding will be provided for students in the arts and creative fields at Historically Black Colleges and Universities (HBCUs).
Bonus Short Film: “Date Night”
Following the debut of “About Love”, Beyonce and JAY-Z also star in another follow-up short film called “Date Night” with a special guest appearance of their daughter, Blue Ivy. This new short film chronicles a night out with the Carters showing off a playful side of their love story.
Inspired by an iconic scene from Breakfast at Tiffany’s, the film opens with Beyoncé riding through Manhattan in the backseat of a Rolls Royce, Paul Anka’s “Put Your Head on My Shoulder” and Bert Kaempfert’s “Three O’ Clock In The Morning” as soundtracks to the car ride.
Watch it here:
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2 Orchard Turn, #01-21 and #02-11
The Shoppes at Marina Bay Sands
2 Bayfront Avenue, #B1-72 and #B2-66/67/68
Takashimaya Shopping Centre
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Brought to you by Tiffany & Co.