The creative direction for the campaign, led by Sol Angel, an experienced visionary in the industry known for her artistic vision and ability to convey emotions through visuals.

One of the central themes of this collaboration is the incorporation of Shibari, an ancient Japanese form of rope bondage, as a representation of "pain that feels good." The team aims to use this art form to depict the idea that wearing the Jeffrey Campbell shoes can evoke both comfort and empowerment, even in the face of challenges or discomfort. By intertwining shibari with the shoe imagery, they aim to create a captivating and provocative narrative that highlights the shoes' unique qualities and appeals to the brand's audience in a novel way.

This campaign was predominantly launched through digital platforms, utilizing social media, the brand's website, and other online channels to reach a wider audience. The team worked on creating visually striking content that resonates with the target demographic and encourages them to engage with the campaign.

Through this collaboration, the team brought a fresh perspective to the fashion industry by blending art, emotion, and storytelling. By combining the expertise of the Angelito Collective, Jeffrey Campbell, and Sol Angel, this digital campaign aims to leave a lasting impression on the audience, elevating the perception of the brand and setting a new standard for creativity within the fashion world.