Smart #1 Campaign

End-to-end creation of Smart’s first concept electric car campaign for the Asian market, from strategy to execution. Directed art and production, ensuring every digital and print touchpoint was visually cohesive, on-brand, and high-quality.

Agency: Serviceplan

Role: Digital Creative Director

Client: smart

#Future Anyone (TVC)

What is the future?

something to worry about?

something that’s set in stone,

a fate we must accept?

no.

the future is ours for the taking

even better

is asking for changing

so let’s stop worrying about future

and let’s start making it.

because the best way to predict the future

is to create it.

#future anyone - smart

LOGO Present

DIY Light Show

Car Beauty Shoot

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Email: reikocui@gmail.com

Hi I'm Liling, a London based product designer with senior experience across luxury e-commerce, global automotive, and technology brands, delivering end-to-end digital products. Strong expertise in user interface, wireframing, prototyping, UAT, data-driven optimisation, and new feature development. Proven track record of building scalable design systems and product foundations aligned with brand guidelines and tonality, while collaborating closely with product, engineering, and commercial stakeholders to drive measurable business impact.

Previously a Digital Art Director in advertising, leading creative campaigns for BMW, Porsche, MINI, Samsung, and HUAWEI. Brings a deep understanding of UI, brand tone, and visual storytelling into scalable, conversion-focused product design.