As the holiday season approaches, the air is filled with anticipation and the shimmering spirit of giving. David Yurman, a name synonymous with luxury and elegance in the jewelry world, unveils its Holiday 2023 campaign with a theme that invites us to “Create Joy, Give David Yurman.”
This year, the brand has taken a step beyond the traditional and embraced the innovative realms of Extended Reality (XR) to bring its vision to life. In collaboration with the Savannah College of Art and Design (SCAD) and its SCADpro studio, David Yurman has created an experience that blends the tactile world with digital artistry. The result? A holiday campaign that transports you to the festive streets of Manhattan, reimagined through the lens of technology and creativity.
Carolyn Dawkins, Chief Marketing Officer of David Yurman, shares her excitement about the campaign. “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,” she explains. ”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.”
Familiar faces grace the campaign with models Maya Stepper, Laurence Coke and Ken T, styled by George Cortina. Stefan Beckman’s iconic sets provide the perfect backdrop, showcasing the signature collections for which David Yurman is known: Sculpted Cable, Petite Pavé and Starburst for women, and Spiritual Beads, Tags & Chains and Chevron for men.
But the brand’s holiday ambitions go beyond glittering displays and high-tech campaigns. David Yurman’s partnership with SCAD has evolved into an effort to support the next generation of jewelry designers. The David Yurman Endowed Scholarship for Jewelry Design, awarded to a promising SCAD student, is a testament to the brand’s commitment to fostering new talent. This year, the partnership deepened when David Yurman donated gemstones from its private collection to SCAD’s esteemed jewelry program.
Paul Stonick, Vice President of SCADpro, is proud of the collaboration. “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,” he says.