See David Yurman’s New High-Tech Holiday Campaign
The jewelry brand takes viewers through a virtual winter wonderland set in New York City.
The “Create Joy, Give David Yurman” campaign takes viewers on a virtual tour through the brand’s home base of New York City on Christmas morning.
The scenes depict loved ones gifting each other David Yurman jewels as virtual snow falls over the city in the background.
The campaign is a product of the jewelry brand’s partnership with The Savannah College of Art and Design (SCAD) and its SCADpro studio.
The studio created the brand’s first extended reality (XR) project, an umbrella term for immersive technologies that includes virtual, augmented, and mixed reality.
The real and virtual worlds are merged using CGI (computer-generated imagery), XR camera tracking, and real-time rendering technology.
“Our campaign is focused on taking viewers on an adventure through Manhattan at the most magical time of the year, using a fusion of creativity and technology that pushes our artistic boundaries set by David, Sybil and Evan Yurman,” said Carolyn Dawkins, David Yurman’s chief marketing officer.
The campaign showcases the brand’s classic collections, including “Sculpted Cable,” “Petite Pavé” and “Starburst” for women, and “Spiritual Beads,” “Tags & Chains,” and “Chevron” for men.
Stylist George Cortina worked with models Maya Stepper, Laurence Coke, and Ken T, alongside set designer Stefan Beckman, to bring the campaign to life.
David Yurman has partnered with SCAD since 2021, creating The David Yurman Endowed Scholarship for Jewelry Design, which was awarded for the second year in a row in 2022 to a jewelry design student from SCAD’s School of Fashion.
The brand also donated gemstones from its private collection to the college’s jewelry program, the largest jewelry degree program in the United States.
“SCAD is delighted to continue its synergistic relationship with leading luxury brand David Yurman and this latest SCADpro collaboration,” said SCADpro Vice President Paul Stonick.
“SCAD produces the world’s most inventive creative talent and SCADpro is the stepping stone into their creative professions. Our students are transforming the world by leveraging powerful technologies and tools to push the boundaries of artistry. We are proud to see our cutting-edge LED volume, fueled by our creative students, showcased in this magical holiday campaign.”
Select campaign imagery is also featured on the David Yurman website.
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