https://www.shelleylui.com/about-me daily 0.75 2025-05-13 https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1739333411152-V85KA9FOTRR1GCWBCWQ5/4F3E6B83-DF8D-4345-BE6E-CEADE1E4F24C_VSCO.jpeg About me https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/fd026759-4659-4b76-a3de-9203ee838e37/Intro2.jpg About me https://www.shelleylui.com/personal-work daily 0.75 2025-02-12 https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1522009835861-VBUMIFCFL4N2GFKET3LA/1.jpg Personal work - Paulsternstrasse I have been fascinated by the graphic tilework in the Berlin Ubahn for quite some time now - each station can be completely recognizable on its own. I spent some of the beginning of 2012 vectorizing my favorites, and while I loved the final result, I never knew what to do with them so I put them to the side and forgot about them. Over a year later, while organizing my laptop, I found the "Ubahn ai" folder once again on my messy desktop, just staring at me, asking to be shared. See if you can identify these patterns that you probably see in your daily commutes. https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1522011277489-R0Z1138ZRGQBWE6883QF/IMG_4354.JPG Personal work - Berlin https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1610671576377-6P1SKS75EUF1P5O2Y6EE/couldwordsmeantoomuch.png Personal work https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1739325774412-3QLU31U4U847WABY2G8L/BUK04060.jpg Personal work https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1739325835813-ZT2TSUO9VP7GRNWXANYC/IMG_6240.jpeg Personal work https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1739328291965-XW5T7K23U0ETNUL26CH2/IMG_6741.jpeg Personal work https://www.shelleylui.com/projects-forte daily 0.75 2025-05-14 https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1522003122158-6HMMX3JF0EPRTDP7GA39/1.gif Projects - Robbers Every year, we spend an average of 100 hours looking for a parking spot. And the worst part: life does not wait until we find one! We created stories where the main characters find themselves late, and therefore miss an important opportunity in their lives. These stories range from the mundane to the bizarre, from the cute to the macabre - but all entertaining and under the motto that "Life doesn't wait until you have found a parking space." These images were posted on social media on days related to the stories. https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1522058612153-WJLRL1X3RM38I0REFI70/lidlbanner.jpg Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1522059475884-NJN1FCP0XM3EDBJRCCM5/skiplegday.jpg Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1522060125220-BRW45LWZVIXD43UPHLW0/facebook.jpg Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1522060621569-FYCNW9G2ZK8R5JVMBGJM/motd.jpg Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1522061187793-UDV24WVE65U0E30VP4SU/pinata.jpg Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1522061991108-K6FB0TPCN5Y3T2W160US/electricsymphony.jpg Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1522063181791-CJZF6S4Q28S4MC7U51LI/cliche.jpg Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1522065081427-J9MDDY9DZSC3CDYB2ASV/02.jpg Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1557439271505-8SPIGQ1MK70L3DXBAE9D/volcano_.jpg Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1610668958686-IPRAHDLT8RI2SLAPDOLA/Screenshot+2021-01-14+at+17.58.24.png Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1610680622240-AOZCEU5YMZ0ZCGLXC5FL/coffeefun.png Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1610716203649-ULWH1ATNI9TD0K5D0THZ/straw.png Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1739307844344-GIWES2YDM1RPT9UR5L1Z/image-asset.jpeg Projects - Crybaby The Progress for Hyundai campaign was the largest Hyundai campaign in Europe in 2022, created to challenge the perception that Hyundai is just a car manufacturer. While Hyundai leads in electric mobility, its innovations extend far beyond—to robotics, autonomous driving, hydrogen cities, urban air mobility, and AI-driven smart mobility solutions. As the creative director, I oversaw the campaign from start to finish, from conceptualization to post-production, ensuring that every element reflected our core message. The campaign spanned digital, TV, and print, bringing Hyundai’s vision to life across multiple touchpoints. Our goal wasn’t to present these advancements as distant, sci-fi concepts but to show how they are becoming a seamless part of daily life. This is progress for humanity—technology that doesn’t just push boundaries but enhances the way we live. Agency: Innocean Berlin Chief Creative Office Europe: Gabriel Mattar Executive Creative Director: Ricardo Wolff Creative Directors: Shelley Lui, Wojtek Kowalik Creatives: António Neto, Gonçalo Martinho, Saymon Medeiros, Clara von Heintze, Elena Marin Directors: Dorian & Daniel; Zauberberg Productions https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1739323497570-16XLMPF4Q68UEKQFMQ5G/IMG_6708.jpeg Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/1522007556895-18QDK6YWLSPEAGW40H7U/image-asset.jpeg Projects - smart DJ In 2014, we took the iconic smart fortwo electric drive, known for its quick acceleration and the smallest turning radius in the world, and brought it to life in an entirely new way. Instead of telling the story through a traditional TV spot, we created a branded entertainment experience for Schlag den Raab. The game we developed gave our client 16 minutes of prime-time exposure, reaching a staggering 2.6 million viewers. The result was pure fun, as the compact electric car, "ed," took center stage, proving that smart is about more than just small size—it’s about driving enjoyment. The game was so well received that it returned for the final airing of the show, featuring an upgraded model. CDs: Tobias Feige, Daniel Haschtmann CW: Timo Fiebig AD: Shelley Lui ADC Deutschland: 1x Silver, 1x Bronze // New York Festivals: 1x Bronze, 1x Shortlist // Eurobest: 1x Bronze // Cannes Lions: 1x Shortlist // FAMAB: 1x Gold // European Best Event Award: 1x Gold, 1x Silver, 1x Bronze https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/7abe898e-b038-4397-889a-965c6ba31242/Screenshot%2B2021-11-30%2Bat%2B13.01.15.png Projects https://images.squarespace-cdn.com/content/v1/5ab7953c4cde7a9869237a82/45c7e39b-6011-4cc8-bb76-0a79cd780639/Screenshot+2025-05-14+at+07.52.19.jpg Projects https://www.shelleylui.com/new-cover-page-1 daily 1.0 2025-08-23