Creative Direction / Concept / Photo and Video Art Direction
David Yurman is an iconic American luxury jewelry company. They tasked my team and I with creating rich digital campaigns and microsites to update the brand and engage consumers. I was originally brought on to redesign the wedding and engagement section of the website to compete with other engagement ring retailers like Tiffany. They were so happy with the work that we went on to create digital campaigns around several new collections, social activations, and their full 2016 Holiday experience. I also concepted and art directed photoshoots and videos to support the campaigns and selected models and photographers for the shoots.
A two-phased digital campaign to launch the new "Stax" collection.
In addition to fine jewelry, David Yurman has a collection of aluminum cable bracelets that are more affordable and riff on the brand's iconic cable motif. We created a digital campaign and microsite where customers could explore the six different colored bracelets and how those colors can be styled with different personalities. I concepted and art directed all of the photography in the campaign. The website combined with our social activations and influencer outreach created a 30% sales increase over the same sale last year.
An email for the Aluminum campaign: