Jimena served as Creative Brand Specialist at David Yurman, where she was responsible for enhancing brand awareness by translating strategic ideas into compelling design executions. She worked in close partnership with the Head Creative Director and contributed to projects across brand, visual, marketing, and creative resource teams, helping shape the creative direction of global 360° campaigns. Her work spanned digital, social, video/CGI, in-store, event, and print communications, and was rooted in continuous industry research and a deep understanding of fashion and jewelry markets. She collaborated cross-functionally to bring the brand’s creative vision to life across all touchpoints.
2024 - TIER 1 CAMPAIGN
SOME CAMPAIGN BTS BEFORE THE STORY....
DY made a critical pivot to single-product campaigns for 2024 - The various campaigns were shot by acclaimed British photographer Tyrone Lebon and filmed by the emerging talents, the Durimel brothers in different locations around LA. For 2024, David Yurman's global ambassadors were Michael B. Jordan, symbolizing the men's collections, alongside Fei Fei Sun and Iris Law, representing the women's collections.
Meanwhile, still-life photographer Raymond Meyer skillfully captured the product stills, providing timeless assets that harmonized effortlessly with the multiple campaign’s lifestyle imagery.
CHEVRON CREATIVE CONCEPT:
With the launch of David Yurman’s Chevron's collection, Michael B. Jordan stepped into the spotlight as the face of the brand for 2024. He was elegantly captured by Tyron Lebon & the Durimel brothers at the Goldstein house in LA.
The distinctive features of Chevron - its smooth contours and exacting angles - were skillfully depicted in the advertisement's design and cinematic shots, spotlighting each jewelry piece as the focal point of the visual story.
Our creative direction posed introspective questions: What drives you? What are you striving for? A life without limits calls for commitment and resilience, reflecting the mental strength essential to true success. Reframing masculinity through a modern lens, we spotlight authenticity and quiet strength as the real markers of achievement.
SCULPTED CABLE CREATIVE CONCEPT:
The new sculpted cable campaign, starring models Iris Law and Fei Fei Sun & Michael B Jordan, embodied a fresh and iconic rendition of David Yurman's Sculpted Cable collection’s mantra, "Carving Your Own Path." Set against the backdrop of a sculptural interior in Topanga, LA, organic oval shapes framed the cast and defined sculptural cable as modern art worn on body.
THE VAULT - HIGH JEWELRY CREATIVE CONCEPT
David Yurman’s groundbreaking Men’s High Jewelry collection, called “The Vault”, was as a significant milestone for David Yurman, marking the introduction of a new category for both the brand and the industry, solidifying David Yurman’s position as a leader in men’s jewelry.
Photographed and directed by the esteemed Tyler Mitchell and styled by Jason Bolden in Los Angeles, the campaign captured the essence of architectural design through a creative lens. Michael B. Jordan, renowned for his multifaceted artistry, embodied the collection’s grandeur effortlessly. The campaign revolved around the theme of individuality, urging artists to embrace their true selves.
Accompanying the lifestyle imagery were still life images, skillfully captured by the German photography studio, Haw Lin, presenting the jewelry in a compelling and artistic manner.
2023 - "CREATE JOY, GIVE DAVID YURMAN" - HOLIDAY CAMPAIGN
The “Create Joy, Give David Yurman” Holiday campaign took viewers on a virtual tour through the brand’s home base of New York City on Christmas morning.
The campaign was a product of DY’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, were the real and virtual worlds were merged using CGI (computer-generated imagery), XR camera tracking, and real-time rendering technology.
The DY team, together with Director Htat Lin Htut and stylist George Cortina worked with models Maya Stepper, Laurence Coke, and Ken T, alongside set designer Stefan Beckman, to bring the campaign to life. These assets effortlessly complemented the Tier 1 campaign imagery which featured Scarlett Johansson.
FALL 2023 - SCULPTED CABLE, STILL LIFE CAMPAIGN
To complement Sofia Richie's Fall 2023 campaign which introduced DY's new Sculpted Cable collection, we crafted a captivating series of Still Life and video Still Life visuals. These assets elegantly enhanced the Tier 1 campaign imagery, adding a touch of beauty and sophistication to the Fall 2023 campaign. The still life assets were shot by Director & photographer Maxime Poiblanc as well as Raymond Meyer.
2023 - "LIVE IN ART" CAMPAIGN
David Yurman debuted its 2023 campaign called Nature’s Artistry, featuring Scarlett Johansson for another year. Captured by the renowned fashion photographer Glen Luchford, and styled by Geroge Cortina, the series of images and short films highlighted the beauty of the great outdoors and the raw, organic quality they brought to the brand’s jewelry. David Yurman 2023 campaign truly celebrated nature and its immeasurable beauty, honoring the outdoors as a constant source of inspiration for the brand.
The 2023 - "Live in Art" campaign was a montage of natural everyday moments that felt effortless and sophisticated, with humor and joy. Shot through an artistic lens and inspired by the “French New Wave” movement, the camera and edit created the narrative going from one scene to the next, giving a modern approach while keeping a sense of classicism.
In addition, we created small moments that could live alone, playing with sound and text. Using Hitchcock’s signature cinematography, the snapshots of life became captivating scenes that highlighted the product.
2023 - LUNAR NEW YEAR
To celebrate Lunar New Year 2023 - year of the rabbit - we used the concept of puppet shadows to create playful lifestyle and still life scenes
CREATIVE CONCEPT:
HOLIDAY 2022 CAMPAIGN
The 2022 tier 1 lifestyle holiday campaign, featuring Scarlett Johansson was shot at Bemelmans Bar on the Upper East Side. Its elegant ambience was a window into the glamour of old-world New York City.
DY MAILER OUTCOME:
Our Holiday Mailer presented DY's products against the backdrop of Ludwig Bemelmans' paintings, harmoniously blending with lifestyle images featuring Scarlet Johansson and Henry Golding in this all-encompassing 360-degree campaign.
WEB & SOCIAL OUTCOME:
To make it a 360 degrees high traffic Holiday Campaign, and in order to continue to speak a similar language to that of our Tier 1 lifestyle campaign, we brought Ludwig Bemelmans' Bar paintings to life on our social media and website. These animated artworks added a touch of whimsy to our online presence, with characters interacting with DY products.
We also collaborated with illustrator and artist Clym Evernden. He was tasked to create a series of six short, illustrated vignettes, showcasing each product in a playful but sophisticated way. Based on his artistic interpretation about each piece of jewelry’s inspiration and design features, he designed whimsical worlds that gave a nod to the holiday season and New York City. His final creations were showcased as a storytelling holiday edit on DY’s website and on DY’s social media account. The edit and the posts received high engagement results.
Furthermore, we collaborated with 2022 ambassadors such as Taylor Hill, Camille Rowe, and Francisco Lindor to produce short clips conveying "Happy Holiday Wishes" as part of our ambassador led social activation.
FALL 2022 CAMPAIGN
CREATIVE CONCEPT:
OUTCOME:
