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David Yurman’s Holiday Campaign Partners with SCAD for a High-Tech Jewelry Showcase November 07, 2023 (0 comments)


New York, NY--In a blend of luxury and technology, David Yurman announces its latest holiday campaign, "Create Joy, Give David Yurman," focusing on the interaction of digital and physical realms.

[Image via Diamond World]

The campaign features extended reality (XR) technologies, marking the brand's first venture into an increasingly digitalized presentation format.

In partnership with The Savannah College of Art and Design (SCAD) and the SCADpro studio, the campaign utilizes advanced CGI and XR technologies, including camera tracking and real-time rendering, to produce immersive virtual settings that evoke the spirit 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, in a report published in Diamond World. 

"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," Dawkins added, per the report.

The campaign features key David Yurman collections, styled by George Cortina and set by Stefan Beckman, with models Maya Stepper, Laurence Coke, and Ken T.

SCAD has been collaborating with David Yurman since 2021, developing The David Yurman Endowed Scholarship for Jewelry Design and enriching SCAD's extensive jewelry program with donations of gemstones.

"SCAD is delighted to continue its synergistic relationship with leading luxury brand David Yurman and this latest SCADpro collaboration," Paul Stonick, Vice President of SCADpro, noted in the report.

"SCAD produces the world's most inventive creative talent, and SCADpro is the stepping-stone into their creative professions, Stonick added. "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."

Check out the Diamonds World report.

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