SCADpro pairs students with leading brands to tackle real-world creative challenges. As Concept Lead and Co-Head of Marketing, I had the opportunity to work with 31 students across 16 majors to create David Yurman’s 2023 Holiday Campaign, centered on one powerful theme: creating joy. The 60-second film opens in an all-white NYC apartment where a family gathers for the holidays, then transitions into a dreamy, elevated version of New York—draped in David Yurman jewelry. Blending warmth, style, and surreal visuals, the campaign celebrates the joy of giving and togetherness through the lens of DY’s iconic designs.
Create Joy, Give David Yurman.
David Yurman
"Winter creates a new world. It's a place of beauty, magic and wonder, inspiring us to feel like children again"
Socials
For socials, we combined stunning visuals with emotional storytelling, showcasing the warmth and elegance of the brand during the holiday season. By blending high-end production with immersive virtual environments, the posts felt cinematic and authentic. Behind-the-scenes glimpses added an extra layer of intrigue, highlighting SCAD’s role in pushing creative boundaries and making the campaign feel both aspirational and accessible.
XR Stage
An XR (Extended Reality) stage is a cutting-edge production environment that blends real-time 3D graphics with physical sets using LED walls and advanced camera tracking. It allows filmmakers to place actors in fully immersive, photorealistic virtual environments without ever leaving the studio.
SCAD introduced its XR stage in 2023, becoming one of the first universities to adopt this technology at a large scale. We used it for the David Yurman Holiday 2023 campaign, transporting actors into a snowy New York City scene—capturing the magic of winter without needing a single snowflake on set.
Create Joy, Give David Yurman.
30 Second Holiday Film