David Yurman:
Larger Than Life
A global campaign concept staging David Yurman’s iconic cable bracelet at the scale of the skylines that built it. Two cities in conversation — New York and Tokyo — both built by people who refused to accept the height of the room, the limits of the material, the size of what a piece of jewelry could mean. Larger Than Life is a campaign about boundary-pushers wearing work made by another.
New York
The city that made the brand. New York was built by people who looked at a skyline and decided it wasn’t tall enough yet — the engineers behind the Empire State, the immigrants the torch was lit for, the architects of a downtown that keeps rebuilding itself higher. The cable bracelet meets them where they reached.
Tokyo
A city built on the same instinct, expressed differently. Tokyo refuses to accept that craft and scale have to choose — the centuries-old precision of Himeji’s white stone, the Skytree reaching higher than any tower before it, Fuji standing as the limit the city quietly works around. Mastery here is the willingness to keep going.
In the wild
The campaign left the studio and met the cities on their own walls — in SoHo, on Lafayette, on the brick of buildings the bracelet was already built to outlive. Same idea, executed at street level: the work belongs where the work is being done.
The Challenge
Speak to two very different luxury audiences — directness in New York, restraint in Tokyo — without diluting either, and without making a heritage piece feel quiet at a moment when both cities reward people who don’t.
The Approach
One promise — Larger Than Life — staged against the things each city already considers bigger than itself. Bracelet at the scale of the skyline, never the other way around. Same idea, two languages: ambition in Manhattan, mastery in Tokyo.
The Role
Concept, art direction, copy, and OOH placement strategy across the New York and Tokyo executions, with a unified visual system that holds across print, social, and out-of-home.