CINDY WENG

At Easy Group, I led the creative development of an advertising campaign promoting tutoring services for Chinese international students studying at Canadian universities. The concept centered around a “paper bag man” character—a visual metaphor for the uncertainty and pressure students often experience during lectures, group discussions, and case competitions.

 

As team lead, I directed the concept development and was responsible for photography, photo retouching, and final design execution. By combining relatable storytelling with bold, memorable visuals, the campaign connected with students facing academic challenges and positioned Easy Group’s tutoring programs as a practical source of support and confidence.