As David Yurman’s Creative Marketing Specialist, she is responsible for increasing brand awareness by creatively translating ideas into design executions that help to build and engage DY's global audience. She balances strong strategic & creative vision, with creative execution, across several verticals including Brand, Visual, Creative Resources & Marketing. Through a deep understanding of the fashion and jewelry industry and consistent landscape research, she collaborates cross-functionally in the creative development and execution of DY’s 360 brand campaigns. Projects fall across a range of digital, social, video, in-store, brand events, and print communication activities.
2024 - TIER 1 CAMPAIGN
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 our women's collections.
Meanwhile, still-life photographer Raymond Meyer skillfully captured the product stills, providing timeless assets that harmonize 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 vision centered on probing questions: What drives your ambition? What are your aspirations? Achieving a life without boundaries demands dedication and persistence, embodying a mental fortitude crucial in the quest for success.
Viewing our protagonist through the contemporary lens of masculinity, it transcends mere physical strength and dominance, emphasizing instead authenticity and a resilient character as the true benchmarks of achievement.
SCULPTED CABLE CREATIVE CONCEPT:
The new sculpted cable campaign, starring models Iris Law and Fei Fei Sun & Michael B Jordan, embodies a fresh and iconic rendition of our SC collection’s mantra, "Carving Your Own Path." Set against the backdrop of a sculptural interior in Topanga, LA, organic oval shapes frame our cast and define sculptural cable as modern art worn on body.
THE VAULT - HIGH JEWELRY CREATIVE CONCEPT
David Yurman’s groundbreaking Men’s High Jewelry collection, which we 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
For our 2023 holiday campaign, we combined our classic designs with new-age technology for what was designed to be an immersive experience.
The “Create Joy, Give David Yurman” 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.
FALL 2023 - SCULPTED CABLE, STILL LIFE CAMPAIGN
To complement Sofia Richie's Fall 2023 campaign introducing our 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 and the debut of our new Sculpted Cable collection, further elevating its appeal as a sought-after fashion statement.
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. The 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.
OUTCOME:
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:
