David Yurman has taken the disruptive advertising approach for its latest campaign which features a short film series by Bruce Weber.
Luxury jeweller, David Yurman, has launched a campaign, the highlight of which is a disruptive series of six short films by photographer, Bruce Weber. For broader appeal and autumn inspiration, the latest season’s models include Natalia Vodianova, Jean Campbell, Dilone, and other notables.
The advertising push debuts globally in October across key fashion and lifestyle publications. Additionally, the home movies shot by Weber will appear in theatres across United States. A robust digital component has been worked into creative blueprint of the aforementioned exercise.
Said initiative aims to capture the evolution of the brand story. The campaign photos work to deliver the essence of the marque as the quintessential American luxury brand. Conveying the collections’ relaxed and comfortable qualities and vibe, creative direction was led by Shahid & Company.
Shot in Southampton, New York while styled by Carlyne Cerf de Dudzeele, the themed imagery is deigned to send the message that jewellery should be worn to express each individual style, and that its physical application is meant to reflect the flexibility and finesse of accessorising in layers.
The platform highlights the unconventional artistry for which the brand is known, both through image and product. The women starring in the push were selected to personify who the David Yurman woman is; one who is self-confident, empowered, and down to earth.
Key ranges present with an emphasis on the Pure Form, Stax, and Supernova collections for women. The Cable Collectibles, Belmont Curve Link, and Solari lines complete the narrative. For men, the Maritime, Forged Carbon, and Chevron collections take centre stage.
“The campaign gives our story continuity and keeps it fresh by bringing in colour, personality, and light. We always try to create imagery that captures the beauty in everyday moments, and this campaign shares those exceptional moments,” said Sybil Yurman, Co-Founder at David Yurman.
The above products are available at 46 retail and concession locations throughout the United States, Middle East, Canada, and France. Also, more than 350 locations worldwide carry the brand through their exclusive authorised fine jewellery and timepiece network of retailers.