SELIM UNLUSOY
Creations + Collaborations
V16.6/ITA

Selim Unlusoy is the Global Head of AI at LePub, one of the most awarded creative agencies in the world. He leads a multi-disciplinary team exploring how intelligent systems can expand the boundaries of storytelling, design, and cultural influence.

A keynote speaker at events including TEDx and SXSW Sydney, and a member of The Italian Association for Artificial Intelligence (AIxIA), Selim examines the evolving relationship between humans and machines—not just as tools, but as new cultural actors shaping how we think, feel, and create.

With more than 100 international awards to his name, including Italy’s first Innovation Lion at Cannes Lions International Festival of Creativity, his current focus is on behavioral engineering, synthetic creation, and the future of human expression in the age of AI.

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01 TALK / HAVE WE BECOME COMPUTERS—AGAIN?

We’ve allowed machines to guide our relationships and creativity, but no algorithm can replace the depth of human emotion. So the question is, as our machines are striving to become more human, have we, once again, become computers?

Recorded at TEDxRoma - Oct.24

Watch Now


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 02 AITT: ARTIFICIAL INTELLIGENCE TRANSPARENCY TAG

AITT is a simple, universal framework for declaring the level of AI involvement in written content. Built as a personal initiative by Selim Unlusoy, the system introduces a clear authorship spectrum from Human to Hybrid to Generated, supported by a compact technical tag.

The platform lets users generate their own AITT tag, add metadata, timestamp it, and export it as a reusable badge for emails, presentations, documents, and editorial work. AITT is tool-agnostic and designed to complement emerging regulations, platform disclosure rules, and provenance standards such as the EU AI Act, Content Credentials, and C2PA.

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03 AI / ECDGPT

Finally your ECD becomes an LLM. This chat tailored for creatives and agency animals of all sorts! Use it for your daily ideation conundrums, unclogging your creative flow, getting inspired or simulate a random agency chat.

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04 INNOVATION / COLUMBIA / SURVIVAL LABELS

Chairman Gert Boyle once famously said "It's perfect, now make it better." We took this challenge and turned ordinary instruction labels into survival tools. Make sure you watch the case video.


This work is featured in Popular Science, Design Taxi, Gizmodo and Popular Mechanics


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05 TRANSLATING “ON LIVING”

No matter the occupation, I believe every human should obsess about something. That one thing that is totally yours. Getting dangerously good on tiramisu? Go for it. Understanding space-time continuum like no one else? Totally. 
Mine, is a poem.
Mother of all poems I've known. Nazım Hikmet Ran's "Yaşamaya Dair" is not merely a 3 part piece of eternal wisdom written between 1947-48, it is a unique perspective on human nature as well as mother nature. An audacious guide about this experience we are all captured in. 
It has forever bugged me that I never could share it beyond my Turkish speaking friends. No translation ever satisfied me. 
So here's me, not a poet or writer, certainly not a professional translator, trying to translate my favorite poem. The work took over a year of on and off sessions.

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06 FILM / FOCUS FORWARD

To reignite a fading appreciation for dedication—a virtue that has fuelled Tissot's legacy for more than a century and a half—Tissot joined forces with LePub to roll out a captivating global campaign that challenges people to stay on course in the pursuit of excellence.

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07 PROJECT / GAMER GREASE

A series of studies on the human grease left behind on mobile gaming devices. These unexpected patterns are often seen as an unfortunate byproduct of human interaction—an unwanted layer between user and content. We disagree. We see them as a micro-topography of touch, a unique art form revealing the hidden rhythms of gameplay and the unspoken secrets of UI/UX design. Stick around as we keep playing.

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08 INNOVATION / PASSIVE COOKING

Barilla launched Passive Cooking globally, a method that saves up to 80% energy and cooks perfect pasta al dente. Celebrity chefs and influencers popularized the method, and Barilla added passive cooking timing to their website, recipes, and packaging. A Whatsapp BOT for step-by-step guides and a smart device called Passive Cooker were also created. The device has been released open source so that anvone can build it themselves and use it at home.

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09 BRANDING / MARU ARCHI.TECHNOLOGY

Maru means “perfection” in Japanese and the architectural firm that took their name from, is out to do nothing less than that. Having patents around the globe, Maru gave us a new perspective on how we look at the buildings we spend most of our lives in. Ultimately, this notion reflected on the branding work as well. We wanted to create a look that is modular, simple and applicable to be able live up to it’s name. Below is the early explorations on the relationship between the grid and the elements that live on that grid.

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10 DESIGN / PHILIPS TRIM TYPE

How do you sell a trimmer to a type-savvy audience? It took months of experimenting—entire headlines, single words, countless fonts—before we found the answer: strip it all down to the letter “c.” A slab-serif with a ball terminal and thinner arc stems became our perfect metaphor for precision and change.


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11 PROJECT / MOOD FILMS FESTIVAL

This is the ongoing story of an unusual film festival in the making.

Mood films are the “what if”s of advertising. Concepts get born and die in mood films. They often take center stage on pitch presentations but then be forgotten in the dusty Keynote files of old hard drives. What if we give them one last chance to see the light of day? What if we can learn something else from them?

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12 CURATED GALLERY

Still imagery, print ads, key visuals—they’re all experiencing a well-deserved renaissance. Whether it’s a rare positive side effect of social media or a renewed fascination with synthetic art, this trend is breathing new life into past work. Here’s a curated gallery of my past projects—some preserved as they were, others reimagined with AI.

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