Five Plus advertisement campaign
5+ is a Chinese fashion brand recognized for its sweet, feminine, and elegant aesthetic, with a strong following among middle-class women aged 25–45 across China.

Project Overview
This campaign was developed across three phases:

Seasonal campaign photography (Spring/Summer & Fall/Winter)
A printed style guidebook for in-store display and customer distribution
A year-end fashion show featuring celebrities and press

Campaign Photography
I collaborated closely with my team from concept development through final delivery, overseeing art direction, set design, prop sourcing, and photography production. The visuals were used across OOH advertising, brand media, and the seasonal style guidebook.

Spring / Summer — Alice in Wonderland
Soft pastel tones, blooming florals, and whimsical details were used to express the brand’s playful femininity and romantic spirit.

Fall / Winter — Sweet Labyrinth
A dreamy, fairy-tale–inspired world that highlights elegance and emotional depth through layered compositions and refined color palettes.

Style Guidebook & Fashion Show
Using the campaign imagery, I designed a cohesive style guidebook, aligning art direction, color, and typography with the seasonal concepts. The same visual language was later extended to the year-end fashion show, creating a consistent brand experience across physical and media touchpoints.

Client/ Five Plus Limited
Year/ 2010
Media/ Advertisement, Publication, Photography
Creative/ Sam Chen@OUTSIGN.lab Ltd.
Photography/ Paul Tsang@UN Workshop
Art Directon & Design/ Jack Cheung, Jacen Cheung (interior design), Cindy Cheong, Diz Law

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2025@CindyCheong