America’s foremost luxury jewellery brand, David Yurman, presents 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 sensorial moments of joy that deliver a sense of magic, wonderment and respite during the holiday season. To accomplish this, the brand turned to its ongoing partnership with The Savannah College of Art and Design (SCAD) and the SCADpro studio to create the brand’s first extended reality (XR) project. Utilizing 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 which serve as the setting for the campaign and pay homage to the brand’s perennial inspiration and home of New York City.
“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 chief marketing officer. “With the power of XR real-time technologies and software found in LED Volume, such as Disguise and Unreal Engine, there is no limit 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’s, and Spiritual Beads, Tags & Chains, and Chevron for Men’s. In the holiday campaign, George Cortina styled models Maya Stepper, Laurence Coke, and Ken T, working in tandem with iconic set designer, Stefan Beckman.
David Yurman has proudly partnered with SCAD, the preeminent university for creative careers, since 2021. Together, SCAD and David Yurman created The David Yurman Endowed Scholarship for Jewelry Design, which was awarded for the second year in a row to a rising star jewelry design student from SCAD’s top-ranked School of Fashion in 2022. To further enrich the partnership, David Yurman donated gemstones from the brand’s private collection to the university’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. 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” said SCADpro Vice President, Paul Stonick.