Helmed by The-Artery Design Director Lauren Indovina, the wintery campaign, titled “Star Dreaming,” follows the DY Holiday Express train as it travels through the stars, a meteorite-like mountain, a miniature city, and more.
Sparkling pieces, including the brand’s newly reimagined Starburst collection, are visualized as colorful constellations and tree ornaments against the night sky. The iconic David Yurman bunny, as well as a flying Pegasus, also make appearances in the campaign. Watch our Reel Ad of the Week below:
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Developed and created remotely, the campaign presents an imaginative spin on the brand’s long-standing winter tradition. “The team at David Yurman were the perfect collaborators. We were essentially working as a hive mind from beginning to end. Everyone shared this mutual trust and the same vision”, says The-Artery Founder and Executive Creative Director Vico Sharabani.
“The final piece gives a wholly original aesthetic. The ethereal, abstract landscape was inspired by the mythological stories behind the Andromeda, Cassiopeia, and Pegasus constellations. The sculpted stars not only celebrate the winter festivities, but the imagery also captures the trailblazing spirit of the brand’s innovative approach with non-traditional metals.”
This season, David Yurman will continue its commitment to supporting local communities around the country. The brand will again donate 20% of the purchase price from select North Star designs as well as the Cable Collectibles© Bunny Charm sold at David Yurman retail stores and online in the United States and Canada to non-profit organization World Central Kitchen from now through the end of 2020.
As this unprecedented year comes to a close, The-Artery considers the project as a fitting reflection to the industry’s ongoing conversations about remote operations and content beyond live action.
According to The-Artery Managing Director and Executive Producer Deborah Sullivan, “This past year, the industry has experienced and will continue to see an editorial boom across CG/VFX, animation, and motion graphics. The-Artery has a vast history and the good fortune of harmoniously partnering with world-class talent internationally [USA, Canada, Europe] throughout a wide range of mediums [feature films, television, advertising, music videos].”
Sullivan adds, “For the year ahead, we look forward to continuing elevating our commercial reel and virtual pipeline with compositions like ‘Star Dreaming’. Most importantly, it’s inspiring to see our designers and technologists granted the luxury of working from home while still being able to take on some of the most exciting narratives of their careers.”
- Executive Producer: Deborah Sullivan
- ECD: Vico Sharabani
- Director: Lauren Indovina
- Project Manager: Thurman Martin Jr
- VFX Supervisor: Greg Behrens
- VFX/CG: Asaf Yeger, Lorne Kwechansky, Joe Grundfast, Ronen Sharabani, Erik Ferguson, Dave Stewart
- Storyboards: Benjamin Chan
- Editor: Michael Elliot
- Asst. Editor: Samuel Zucker
- Color: Asaf Yeger