Seyfried Signs On as Tiffany Ambassador for Holiday Short Film

Amanda Seyfried has a new role at Tiffany & Co.

The jewelry house appointed the actress as a house ambassador on Oct. 28, with her first appearance coming through a holiday campaign called "Love is a Gift." The campaign includes a short film titled You & Me, directed by Derek Cianfrance, whose credits include Blue Valentine, The Place Beyond the Pines, The Light Between Oceans and Roofman. American Haiku, the creative agency, and production company Radical Media produced the film, with Arseni Khachaturan serving as cinematographer.

The narrative shifts between present-day New York and a Christmas recollection from 1992. A woman decorating a tree in an Upper East Side townhouse finds a Tiffany Blue Box bearing a December 1992 date. That object returns her to a day in New York decades earlier, where her mother, wearing Tiffany HardWear, gives her a Blue Box holding a hand-painted Bird on a Rock ornament. Tiffany said the film "explores how a gift from Tiffany & Co. can become an heirloom that carries memories, traditions and connections from one generation to the next." The ornament was created for the film with production designer Karen Murphy and draws on a Jean Schlumberger design from 1965. A rendition of the Wannadies' "You & Me Song," dated by the source to 1984, accompanies the picture.

Seyfried said joining the campaign gave her a chance to work with the brand on a project centered on family and inherited tradition. "You & Me captures beautifully how a meaningful gift can hold memories and become part of a family's story," she said. She wore Tiffany & Co. to the Academy Museum Gala in Los Angeles. Anthony Ledru, president and CEO of Tiffany & Co., said, "Amanda effortlessly embodies the joy, style and sophistication that have defined Tiffany & Co. for nearly 190 years," adding, "We are proud to welcome her to the Tiffany family." Seyfried has drawn steady discussion among moviegoers this year.