The new chapter of Ginori 1735’s ongoing collaboration with Jake Gyllenhaal reframes luxury through an unexpectedly human lens. Photographed by Cass Bird across lived-in Manhattan interiors and streetscapes, the campaign invites us into those unguarded moments, morning rituals, casual pauses, evenings among friends, where true elegance quietly reveals itself. Blending Gio Ponti’s iconic collections with contemporary sophistication, the brand positions beauty not as spectacle, but as a natural part of daily life.
The campaign abandons traditional celebrity glamour for something more personal. Gyllenhaal appears far from film sets and red carpets, engaged instead with the rituals that structure daily life: Breakfast preparation. Coffee breaks. Quiet afternoons. An evening shared with friends. These intimate yet relatable sequences position the actor within authentic domestic experiences rather than manufactured scenarios.
Reinterpreting Gio Ponti’s iconic collections
Catene and Labirinto, two iconic collections originally conceived by legendary architect Gio Ponti, feature prominently throughout the campaign. Both lines represent Ginori’s ability to merge historical craftsmanship with contemporary aesthetics. Ponti’s original designs have been reinterpreted with new colorways: Ebano and Cachemire, complemented by accents of Nero and Zaffiro.
These additions bring fresh sophistication to patterns recognized globally for their graphic strength. True to its name, the Labirinto collection features interlocking geometric forms that guide the eye across each piece. Catene uses chain-like motifs to create visual continuity across table settings. Both collections demonstrate how thoughtful design can elevate ordinary moments with functional objects.
A philosophy rooted in real life
The campaign operates under a clear philosophy: beauty belongs in everyday life and is not reserved exclusively for special occasions. Ginori 1735 has incorporated this idea into its marketing strategy, emphasizing that fine porcelain can enhance the everyday experience of enjoying morning coffee as much as it can elevate a formal dinner. The brand positions its creations for regular use, not merely for display.
“Working with Ginori 1735 over these past three years has been a natural journey. We share the same attention to detail and the same idea of beauty connected to everyday gestures. Interpreting this new campaign felt like observing my daily life through a different lens,” Gyllenhaal explains in the campaign materials.
A campaign told in four intimate chapters
The campaign unfolds across four distinct episodes, each tied to a specific time of day. The first two installments, focused on breakfast and coffee breaks, were released in October 2025. The remaining sequences, capturing moments after dinner and during the afternoon, will be released in March 2026. This staggered release maintains audience engagement while allowing each vignette to resonate independently.
The episodes are part of The New Table Manners, Ginori’s broader international campaign spanning three seasons through the holiday period. This framework enables the brand to explore various aspects of domestic life while maintaining visual and thematic consistency over several months.
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Craftsmanship shaped over nearly three centuries
Founded in 1735 by Marquis Carlo Ginori near Florence, the manufactory has spent nearly three centuries perfecting porcelain production techniques. What began as a dream to unite aesthetic research with technical mastery has evolved into a globally recognized brand for Italian excellence in design and craftsmanship.
The Florence-based production facility combines traditional artisanal methods with modern technology, enabling Ginori to uphold its quality standards while adapting to contemporary tastes. Throughout its history, Ginori has collaborated with influential designers, including Giovanni Gariboldi, Achille Castiglioni, Aldo Rossi, and, more recently, Alessandro Michele. These partnerships have kept Ginori’s aesthetic vocabulary current across generations.
A modern approach to celebrity ambassadorship
Gyllenhaal’s three-year tenure as brand ambassador represents a sustained relationship rather than a one-off campaign. This longevity enables the actor and the brand to develop a more authentic connection that resonates with audiences. His involvement goes beyond merely appearing in photographs; it demonstrates his genuine appreciation for the products and the philosophy that Ginori represents.
The choice of Manhattan as the campaign setting further reinforces this authenticity. Instead of shooting at the historic manufactory in Florence or another overtly Italian location, Bird photographed Gyllenhaal in places he knows well. This approach prioritizes personal truth over postcard aesthetics.