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About
Cindy Cheong is a Hong Kong Senior Art Director based in Berlin.
Art direction/ Digital design/ Branding & Identity/ Campaign/ Publication/ Motion graphics /
Illustration/ Animation
5+ is a Chinese fashion brand known for its sweet, feminine, and elegant style, with stores across China and a strong following among middle-class women aged 25 to 45.
For this project, we created two campaigns to promote the brand’s spring/summer and fall/winter collections. I collaborated with my team throughout the process—from concept development and art direction to prop sourcing, set design, shooting, and final delivery of photography assets used across platforms like OOH ads and the seasonal style book.
Spring/Summer Campaign
Inspired by Alice in Wonderland, we used pastel tones, blooming florals, and whimsical details to reflect the brand’s playful femininity.
Fall/Winter Campaign
Titled Sweet Labyrinth, this concept invited viewers into a dreamy, romantic world, showcasing the brand’s elegant charm through fairy tale-inspired visuals.
These projects were a rewarding experience that delivered results I was proud of.
Client/ Five Plus Limited
Year/ 2010
Media/ Advertisement, Publication, Photography
Creative/ Sam Chen@OUTSIGN.lab Ltd.
Photography/ Paul Tsang@UN Workshop
Design Cindy Cheong, Diz Law
2025@CindyCheong
2025@CindyCheong