David Yurman Spotlights Limitless Possibilities in Curb Chain Campaign
What links basketball stars Carmelo Anthony and Jaylen Brown to David Yurman’s curb chain collection? Bold self-expression, timeless creativity and a mindset of limitless possibilities.
In a new campaign, created by David Yurman and AKQA, and directed by Helo’s Setfree Richardson, the New York luxury jewellery brand spotlights how - by writing their own narratives, honing their own styles and speaking their own truths - these two iconic athletes are reshaping the world’s perception of what is possible.
Limitless Possibilities is an authentic celebration of those who transcend boundaries, drawing inspiration from the longstanding popularity of statement chains with sportspeople, often seen as a rite of passage to mark major league success.
The campaign is led by two 60-second spots, which capture the true meaning of ‘sharing the wealth’ as the two sporting legends exchange stories, observations, philosophies and wisdom around sport, style and creativity with their close family members.
In one spot, basketball legend and entrepreneur Carmelo Anthony is shown passing on his creative lessons and legacy to his son Kiyan, himself an up-and-coming basketball player, over a game of pool. The energy and ambition of New York City becomes the canvas for their own story of limitless opportunity, forged by relentless hard work.
Meanwhile, the second film centres on basketball star Jaylen Brown, a well known entrepreneur, investor and social justice campaigner. During a chess game, he and his grandfather, Willie candidly discuss how a strong mind and the ability to accept sacrifice allowed Brown to defy expectations and redefine greatness on his own terms.
More than just films, these intimate portraits vividly explore how two iconic athletes have transformed not just their sport, but culture around them: stepping away from expectations and carving out paths defined by intention, authenticity and bold self-expression. Embodying their blend of creativity and competitiveness, David Yurman’s curb chain collection reflects this uniquely fluid approach to navigating the world.
The spots were directed by award-winning creative, and director, Setfree Richardson and produced by Helo. Known for translating urban culture into breakthrough ideas for clients including Nike, Adidas and EA Sports, as well as his role in creating the AND1 Mixtapes, Richardson’s close familiarity with both players allowed for meaningful conversations rooted in authenticity.
