Tiffany & Co. Metro Watches
Partnering with Tiffany & Co. to increase consideration of the iconic jeweler’s Metro Watch collection, New York Stories created a custom content program titled Two Minutes of Style. Working closely with the Cut’s president and editor-in-chief Stella Bugbee, the content studio developed a four-part video series in which fashion director Rebecca Ramsey calls on a short list of women with singular style and substance. On her visits to their places of work, Ramsey engages these women in conversation about their influences, process, and how they present themselves. The result: An intimate, beautifully documented study of accomplished women united by great style — each donning a Metro Watch unique to their personal aesthetic.
Video Content Strategy
Two Minutes of Style features four impressive women, in addition to the Cut’s own fashion director: Celebrity fashion stylist Danielle Nachmani, New Museum deputy director Karen Wong, McNally Jackson Books owner Sarah McNally, and culinary-experience artist Laila Gohar. Each of their four editorial-quality videos launched on the Cut. Simultaneously, social-first cut-downs were deployed on Facebook and Instagram as part of a robust amplification strategy.
Danielle Nachmni — Karen Wong — Sarah McNally — Laila Gohar
More With Tiffany & Co.
In another execution, we covered the jewelry designer’s city-wide experiential takeover in celebration of the new Paper Flowers collection. As creative surprises popped up in subway stations, at corner stores, and at the Tiffany & Co. flagship, New York Stories published a digital guide to everything to know about the four-day festivities, including a custom-illustrated map of where to find the activations. The studio also heavily promoted said activities on social.