David Yurman Spec Ad

ABOUT

I created these spec ads for David Yurman using Kling AI (for image/video generation), Seller Pic AI (for the jewelry placement) and Veed (for editing). The products featured in the 30 second spot that I created are the Sculptured Cable Necklace for women and the DY Toggle Necklace for men. For the print/digital ads, I chose to feature the Petite Pavé Initial Chain bracelet, the Initial Charm Necklace, the Sculpted Bangle Charm Bracelet and the Albion Ring 18K Yellow Gold with Turquoise and Diamonds. I carefully studied David Yurman's ads and brand positioning. Recent celebrity endorses include Michael B. Jordan and Scarlett Johansson. So, I created a campaign that mirrored those ads while creating something new and vibrant. David Yurman's marketing guru, Caorlyn Dawkins, talks about how A-list celebs create scroll-stopping content that makes consumers pause because of their name recognition, and she specifically mentions Johansson and Shawn Mendes as celebrities who attract top of funnel buyers.