CAMPAIGN & SOCIAL
The creative direction centered on the idea of “jewelry to live in,” balancing polish with spontaneity to make the brand feel more accessible and human. While grounded in the hero campaign’s visual language, the social campaign leaned into a more unexpected, intimate, and personality-driven tone.
DAVID YURMAN: MICHAEL B. JORDAN
In the edit, I introduced a mix of media formats, including Super16mm film and digital textures, to create a tactile, lived-in feel, rich in color. The tone focused on highlighting Michael B. Jordan’s personality, moving between lighter, more playful beats and quieter, introspective moments to give a fuller sense of character.
I delivered a range of social assets across formats, refining each cut for platform performance while maintaining a cohesive visual and tonal connection to the broader campaign.