Featuring – Jerry Saltz, Miranda July, Tavi Gevinson
Director – Steven Brahms
Cinematography – Jake Saner
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To celebrate its sponsorship of the Whitney Biennial, Tiffany & Co. asked T Brand Studio to create a series of films — 3 traditional, 1 VR — honoring current, contemporary art. My inspiration for the project’s structural framework was John Berger’s seminal 1972, 4-part BBC series Ways of Seeing. After getting permission from the BBC, we named our series New Ways of Seeing, examining not what art is today, but instead, how we see it.
We cast Pulitzer Prize-winning art critic Jerry Saltz, artist Miranda July, and writer Tavi Gevinson to host the episodes. The films live on NYTimes.com and were also used across Tiffany’s website and social platforms. The “splat” at the end of the film became Tiffany’s branding device throughout the entire Whitney Biennial, and has since been incorporated into a line of products.
© TRACY DOYLE 2020