David Yurman x SCAD
Holiday 2023 Ad Campaign
Nov 2023
The David Yurman x SCAD Holiday 2023 ad campaign represents a masterclass in modern luxury storytelling, seamlessly blending high-end editorial sensibilities with the cutting-edge capabilities of a virtual production stage. By integrating physical set design with expansive LED backdrops, the project creates an ethereal, monochromatic world that feels simultaneously timeless and technologically advanced. The aesthetic leans into a crisp, wintry palette of cream, white, and gold, utilizing natural light to elevate the textures of tailored corduroy and ribbed knits. With creative styling by George Cortina, the visual narrative remains focused on clean, minimalist elegance, ensuring that the brand’s jewelry pieces remain the focal point amidst the festive atmosphere. The production team, bolstered by the precise set design of Stefan Beckman, succeeds in crafting a dreamlike environment where models Maya Stepper, Laurence Coke, and Ken T move through spaces that shift from stark, snow-dusted landscapes to intimate, holiday-adorned interiors. This commercial campaign succeeds by balancing the intimacy of human connection with the technical scale of live-action technique and VFX, ultimately delivering a polished, cohesive aesthetic. The result is an evocative series that transcends traditional retail advertising, channeling a sophisticated holiday spirit through a contemporary, high-fashion lens that feels both aspirational and deeply rooted in the brand’s refined identity.
Lifestyle, Commercial
Natural light
