America’s leading luxury jewellery brand, David Yurman, unveils its 2023 holiday campaign – “Create Joy, Give David Yurman” – a celebration of life’s small wonders and the magic of the holiday season.
With this campaign, David Yurman sought to create highly immersive and visually sensory moments of joy that convey a sense of magic, wonder and respite during the holiday season. To achieve this, the brand turned to its ongoing partnership with Savannah College of Art and Design (SCAD) and its SCADpro studio to create the brand’s first Extended Reality (XR) project. Using a combination of CGI and XR’s camera tracking and real-time rendering technology, David Yurman and SCAD merge the real and virtual worlds to create immersive virtual environments that serve as the backdrop for the campaign and pay homage to the brand’s constant inspiration and home, New York City.
“Our campaign focuses on taking viewers on an adventure through Manhattan during the most magical time of the year, using a fusion of creativity and technology that pushes the artistic boundaries set by David, Sybil and Evan Yurman,” said Carolyn Dawkins, David Yurman Chief Marketing Officer. “With the power of XR’s real-time technologies and software found in LED Volume, such as Disguise and Unreal Engine, there are no limits to how our consumers can experience the world of David Yurman.”
The “Create Joy, Give David Yurman” campaign highlights iconic David Yurman collections, including Sculpted Cable, Petite Pavé and Starburst for women, and Spiritual Beads, Tags & Chains and Chevron for men. For the holiday campaign, George Cortina styled models Maya Stepper, Laurence Coke and Ken T, working with iconic set designer Stefan Beckman.
David Yurman is proud to partner with SCAD, the preeminent university for creative careers, beginning in 2021. Together, SCAD and David Yurman created the David Yurman Endowed Scholarship for Jewellery Design, which will be awarded for the second consecutive year in 2022 to a rising star jewellery design student from SCAD’s top-ranked School of Fashion. To further enrich the partnership, David Yurman donated gemstones from the brand’s private collection to the university’s jewellery program, the largest jewellery program in the United States.
“SCAD is delighted to continue its synergistic relationship with leading luxury brand David Yurman and this latest SCADpro collaboration. SCAD produces the world’s most inventive creative talent, and SCADpro is the springboard to their creative careers. Our students are changing the world by using powerful technologies and tools to push the boundaries of artistry. We are proud to showcase our state-of-the-art LED volume, powered by our creative students, in this magical holiday campaign,” said SCADpro Vice President Paul Stonick.
