David Yurman Valentine’s Day 2024 Campaign Proposal

Photography inspiration/moodboard + campaign rollout suggestion

Images from various brands via Instagram and Pinterest.

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.

Vibe: Seductive, intimate, mysterious, but not too serious

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).

Video: Lighting: Soft, golden-hour tones or candlelight for warmth and romance. Texture: Velvet, silk, satin, linen, glossy lipstick on a glass. Movement: Quick, fluid cuts; hands brushing, hair falling into place, subtle jewelry glints in motion. B-Roll Objects / Vignettes: Red record player spinning slowly, needle dropping on vinyl, handwritten love note being folded or slipped into an envelope, two hands reaching across a table (jewelry catching the light), close-up of lipstick being applied or smudged, jewelry on skin—earrings brushing against hair, bracelet resting on sheets.

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: Create scroll-stopping moments to capture the audience’s imagination. Use bold, deep colors and striking silhouettes to evoke feelings of lust, mystery, and leave them romanticizing a sultry Valentine’s Day.