New York Fashion Week represents a unique moment in global culture, where fashion’s influence transcends style, touching on pressing social and political issues. For this season, Tiffany & Co. channeled its platform to highlight the devastating impact of ivory poaching on elephant populations in Africa. The campaign, titled Knot On My Planet, was designed to bring visibility to this crisis by leveraging the power of social media, amplified by the voices of high-profile influencers. Tiffany’s utilized the reach of sixteen models and influencers at Jack’s Studio in Greenwich Village to create a powerful, high-speed campaign around the hashtag #KnotOnMyPlanet.

Concept Development

The Knot On My Planet campaign aimed to evoke a deep emotional response, urging audiences to act against ivory poaching. In addition to raising awareness, Tiffany’s sought to highlight the collective responsibility of using influence for good. The brand’s commitment to this cause aligned seamlessly with the models’ personal passions, creating authentic, heartfelt connections between the influencers and their audience.

Superthick, a creative production and editorial studio known for agile storytelling and impactful campaigns, took on the challenge of executing Tiffany’s ambitious vision: to film and deliver over twenty final videos in less than 4 days, each video tailored for high engagement on social media while still conveying the campaign’s serious message.

Production Details

Timeline: Single-day shoot with a twelve-hour post-production turnaround
Location: Jack’s Studio, Greenwich Village, New York City
Key Talent: 16 models and influencers, including Rachel Brosnahan, Naomi Campbell, and Bria Vinaite

The production was a feat of efficiency and collaboration. All content was captured by Superthick within a single day, requiring seamless coordination between the talent, film crew, and post-production team members. The rapid workflow included on-set color correction and grading by the digital imaging technician, enabling real-time feedback and ensuring visual consistency across all videos. With only four days allocated for final edits, the Superthick team worked around the clock, completing post-production and launching the campaign a mere twelve hours after wrapping.

Execution & Impact

The campaign went live with break-neck speed, launching across Tiffany’s social media platforms during Fashion Week’s peak engagement. The #KnotOnMyPlanet videos gained significant traction, with each influencer’s authentic message drawing attention to the critical issue of ivory poaching. Within hours, the hashtag was trending, reaching hundreds of thousands of viewers and fostering global conversations about wildlife conservation.

Results & Recognition

The campaign was met with enthusiastic responses from both the audience and the media. Not only did it showcase the power of fashion as a force for social good, but it also demonstrated the power of agile production to amplify important issues on a global scale. The swift production and emotional impact of each video earned praise from Tiffany’s, while the models and influencers expressed pride in using their platforms to champion a cause close to their hearts.

Conclusion

The Knot On My Planet campaign reflects the power of storytelling to evoke change and mobilize communities. The collaboration between Tiffany’s, Superthick, and a cast of passionate influencers succeeded in raising awareness about ivory poaching, reminding audiences that each action—no matter how small—can contribute to a larger movement. For Superthick, this project reinforced the impact of storytelling with purpose, establishing a benchmark for rapid, impactful content in the digital age.