David Yurman Valentine’s Day 2024 Campaign Proposal
Photography inspiration/moodboard, website imagery + module redesign, social campaign
Images from various brands via Instagram and Pinterest.
The strategy: Capture the imagination of our audience by teasing a Valentine’s Day celebration outside their typical roses and chocolates. Spark inspiration to seek something darker, richer, and more memorable. Dovetail off of the color red’s big moment, stand out with high contrast and bold imagery, to give buyers a taste of something unexpected.
The vibe: Seductive, intimate, mysterious, but not too serious The execution: Photography: On-model photography features mostly silhouettes of faces and hands with metals lit to showcase product. Incorporate lighter backgrounds here (whites, blues, grays) to break up the black. Off-model product imagery uses black backgrounds or dark gradients for high contrast with jewelry. Play with both symbols of romance (cherries, candles) and surprising elements (bell pepper).
Website: Website is reorganized to editorialize the shopping experience and mood, allowing the shopper to become engrossed in the DY Valentine’s Day World. Social/video: Add simple animation to photography with elegant typography and incorporate b-roll from romantic evening details (a record player, a martini)
Imagery in use on current website design
Imagery in use on suggested website redesign
Social promo + video concept: Add simple animation to photography with elegant typography and incorporate b-roll from romantic evening details (a record player, a martini).