Azai Lui (Simon)

Born in Hong Kong | Aries | Member of HKFAA
Director, Scenographer, and Maker.

A visual alchemist who thrives on anything imbued with artistic soul. Before retreating to his windy terrace to paint, Simon spent decades driving the visual culture of Hong Kong and Mainland China. From the golden era of Canto-pop to monumental state celebrations and global brand campaigns, his career is a testament to the power of transience captured through art.

🎬 Milestone Highlights

Pop Culture Scenography
Served as Art Director for iconic movies and over a dozen legendary music videos, shaping the visual identity for eras—including Jacky Cheung’s "Two Lonely Millions" and Aaron Kwok’s "Marlboro - Hot Dynamic."

Editorial Art Direction
Art Director for leading international publications, including PENTHOUSE, Esquire, Elegance, Marie Claire, Super Cars, and Beautiful Home.

Mega-Scale Cultural Pageants
1997: Art Coordinator for the HKSAR Handover Celebration "1997 Breathtaking Brilliance."
2000: Visual Planner for the Millennium Celebration "The Soaring Dragon." Designer & Producer of the Millennium Golden Dragon Lantern—certified by the Guinness World Records as the World's Largest Dragon Lantern (3,048m long, 14m high).

🏢 Selected Directing & Brand Collaborations

Jewelry & Luxury: Chow Tai Fook (Chow Tai Fook Jewelry), Mabel Gallery, Bonluxe Hong Kong.

Real Estate & Conglomerates: New World Development, Henderson Land Development, CITIC Group, Country Garden.

Telecom & Finance: China Telecom, China Mobile, Ping An Insurance, China Guangfa Bank, Agricultural Bank of China.

Consumer Goods & Lifestyle: OLAY, Cathay Pacific, Infinitus Hong Kong, Mengniu, Quaker Oats, Konica, and many more.



Azai Lui (Simon)
香港出生 ｜ 白羊男 ｜ HKFAA 會員
廣告片導演、美術指導、手作人。

一個耽美於一切藝術感事物的視覺煉金術師。在退守露台重拾畫筆之前，Simon 曾用數十年的光陰，站在香港與內地視覺文化浪潮的最前線。從粵語流行音樂的黃金年代，到宏大的政府慶典，再到無數頂級品牌的廣告大作，他的創作生涯，本身就是一場將「瞬逝（Transience）」定格為永恆的藝術實踐。

🎬 履跡紀要

流行文化美指
曾擔任本港十多位歌手的 MTV 及電影美術指導，為多個時代定格經典視覺——其中包括張學友《相思風雨中》與郭富城《萬寶路 - 火熱動感》等大作。

雜誌藝術總監
曾任《PENTHOUSE》、《君子雜誌》、《清秀》、《瑪利嘉兒》、《名車》、《名家》等國際知名雜誌的藝術總監

盛典視覺策劃

1997年：香港特區政府回歸慶典《一九九七萬丈光芒慶回歸》藝術統籌。
2000年：特區政府千禧慶典《龍騰燈耀賀千禧》視覺策劃。策劃並親手設計製作《千禧金龍彩燈》，榮獲健力士世界紀錄認證為「世界最大巨龍彩燈」，全長 3,048 米，高 14 米。

🏢 導演作品與結緣品牌（精選）

珠寶與奢華品牌：周大福珠寶、馬寶廊珠寶、香港葆露絲。

地產與大型集團：新世界地產、恒基兆業地產、中信集團、碧桂園地產。

電信與金融機構：中國電信、中國移動、中國平安保險、廣發銀行、農業銀行。

快消與生活時尚：OLAY、國泰航空、香港無限極、蒙牛、美國貴格麥片、柯尼卡、松記甜品……等百餘家商號。