Lui — a native of Seattle, Washington — will graduate with a BA in communications with an emphasis in advertising on April 24, 2020
Enoch Lui always considered himself a “creative.” However, after heading to BYU to pursue a career in filmmaking, he quickly realized something was missing from his original plan.
“I realized I was probably too business-oriented for the fine arts, but also too creative for business,” Lui said. “Then I stumbled across the AdLab, saw all the incredible production work they were doing, and felt like I had found my place.”
Lui eventually began the creative track in the advertising program and discovered his passion for copywriting. As he made his way through the program, Lui worked on several projects that helped him develop his own creative voice.
One video project Lui was involved in — titled “Your Decisions Write Our
Stories” — won Best of Show at the Utah AAF American Advertising Awards this year. It tells the story of a border patrol officer who discovers that his wife is hiding a pregnant woman and her young son as they attempt to cross the border into America. Working on the project helped Lui realize his potential to communicate impactful messages to his audience.
“The project meant a lot to me because I served my mission in Guatemala. I saw a lot of people leave their homes to try and find a better life in the United States,” Lui said. “We weren’t trying to show one side or the other, but we felt like it was an important message to share.”
When asked what advice he would give to future advertising students, Lui noted the importance of taking initiative and always being yourself.
“As a creative, you shouldn’t have to be told to seek out creativity. You should be actively seeking different kinds of art and
critically analyzing it,” said Lui. “It’s so important to take that personal initiative and have passion projects.”
“Project Tala” — a mural painted in downtown Provo — was such a passion project for Lui and his friend Teiano Lesa, celebrating their Polynesian heritage.
“It was something we wanted to do just out of our own creative expression,” Lui said. “We did it in honor of our Polynesian heritage.”
Before being accepted to the advertising program, Lui took creative writing classes and visited film sets to learn the process, his dream of being a film director always in the back of his mind. He has kept his love for film alive by completing BYU’s film minor along with his advertising degree.
“We are all talented in different ways, but what can really set you apart is your work ethic,” Lui said. “Whatever you can bring to the program is unique to you because we all have different backgrounds and stories.”
Through his time at BYU, Lui discovered that advertising could be an avenue for him to make positive changes in the world, especially while using his unique voice as a member of The Church of Jesus Christ of Latter-day Saints.
“Advertising can change culture. The media has a powerful influence on how people engage with brands and how they behave,” Lui said. “As members of the Church we have a unique voice that we can use — and a voice this field really needs.”
Lui was inspired by a lecture given by BYU alum Brent Anderson, who explained that the key to success in advertising is balancing being a believer and a creative.
“He explained that in the first verse of Genesis 1, it says ‘God created.’ God Himself is a creator, and He put us here to create,” Lui said. “While I don’t necessarily ask God to help me come up with an amazing campaign, I know I’m inspired about ideas and can have judgment from God about the work that I produce.”
Lui hopes to use his creative voice as he begins work post-graduation as a junior copywriter at McCANN — a leading ad agency in New York City.
Q&A WITH ENOCH LUI, BA ‘20
COMMUNICATIONS | ADVERTISING
What did you want to be when you grew up?
“I wanted to be a film director. I think I still kind of do a little bit.”
What was your favorite class that you took at BYU?
“Tongan 101. I didn’t do very well, but it was fun.”
Is there a specific work or practitioner in your field that has had a particularly strong influence on you?
Do you have a hobby outside of what you do for your major?
“Along with painting murals, I also started a movie club in the program called ‘The Curriculum’ where we watch movies each week and then talk about them.”
What is your favorite snack between classes?