This Ramadan, Tiffany & Co. invites us to experience the holy month through a sparkling new lens. The iconic jewellery house has released Hands of Love, a short film that poetically encapsulates a day in the life of a Middle Eastern family during Ramadan. Directed by Beirut-born and raised filmmaker Jessy Moussallem, the piece is a love letter to the region and the cherished traditions of the season.
Through intimate close-ups of hands, the film tenderly illustrates the unbreakable bonds of familial love that shine brightest this time of year. We witness hands delicately preparing iftar meals, comforting loved ones, exchanging meaningful gifts, and coming together in prayer. Though the hands featured are adorned with glittering Tiffany jewels, it’s clear the real treasures are the connections between people.
In contrast to the typical opulent Ramadan film set, Hands of Love transports viewers into an authentic local home, infused with subtle Tiffany Blue accents. The narrative seamlessly moves from calm meal preparations to joyful family reunions, capturing the small moments and grand occasions that make the Holy Month so special.
The film’s visuals are combined with poetic words: “Hands give. Hands embrace. Gathering longing hearts. Hands script dreams, writing tales of love and hope. Painting smiles on lips.” These words remind us that Ramadan is about extending love and kindness to those around us.
Hands of Love is a love letter to the values that make Ramadan such a special time – generosity, togetherness, reflection, and gratitude. As the film states: “For hands embody togetherness, let’s extend them towards the future.” Moussallem’s artistic eye elevates the film, offering a fresh perspective on Ramadan.
Her intimate understanding of the region allows her to capture the authentic essence and emotions of the holy month. Through her careful direction, each frame feels like a loving tribute to her homeland and heritage.
Many Ramadan campaigns by luxury brands focus heavily on the brand itself. In contrast, Tiffany & Co.’s film feels genuinely meaningful by focusing on the rituals and relationships that are at the heart of Ramadan. Hands of Love invites all viewers to think about the ties that connect us.
Throughout the film, various Tiffany & Co. collections are subtly showcased, each symbolising a different aspect of love. The iconic T by Tiffany collection is an expression of love’s endless potential, while the HardWear by Tiffany pieces signify love’s transformative strength. Knot by Tiffany celebrates meaningful connections and unwavering bonds, and Lock by Tiffany highlights love’s enduring protection. These heartfelt moments are beautifully captured with shots of the collections set against the changing phases of the moon to signify Ramadan and the classic Tiffany Blue backdrop.
As the Holy Month begins, Hands of Love is a beautiful reminder to celebrate our blessings and make our bonds stronger. Whether making an iftar meal or giving a loved one a Tiffany & Co. gift, it’s the love behind the action that makes it meaningful.
Tiffany & Co. has created a timeless message about love and togetherness that will continue to connect with us long after Ramadan has ended. As the film so beautifully says: “Hands give, hands lift. Hands create joy.” This Ramadan and always, may we all use our hands to lift each other up and create more joyful moments together.
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