Tag: Luma AI

Luma AI Announces Jury for Global Creative Competition for Luma AI Users

Luma AI Feb. 25 announced the jury for The Luma Dream Brief, its global creative competition offering $1 million to the team that wins a 2026 Cannes Lions Gold Lion using Luma AI.

The 18-person jury brings together influential voices from across advertising, brand building, entertainment, and culture. The panel includes leaders from Nike, HBO Max, Wieden+Kennedy, Chili’s, and Boston Beer, alongside Bill Oakley, a writer for “The Simpsons,” and legendary Old Spice spokesman Isaiah Mustafah.

The jury will evaluate submissions created using Luma AI’s generative video and image platform and select finalists for formal Cannes Lions entry. To ensure eligibility, Luma will provide an official client brief and paid media support so the work runs publicly within the required timeframe – removing two of the most common barriers between ambitious creative ideas and legitimate awards consideration.

“This group of people have shaped modern brands, entertainment, and culture at the highest level,” said Caroline Ingeborn, COO of Luma AI. “These are leaders who’ve built iconic work and understand what it takes to move an industry forward. Bringing that caliber of talent together sends a clear signal: this is about redefining what world-class creative looks like in the next era.”

The official jury list includes:

  • Alicia Nassardeen, Head of Business Affairs, Mother
  • Bill Oakley, Writer, “The Simpsons”
  • Carol Dunn, managing director, Barking Owl
  • George Felix, CMO, Chili’s Grill & Bar
  • Isaiah Mustafa, writer and actor
  • Jeff Kling, founder and chief creative officer, Das Favorite
  • John Deschner, head of brand, Maximum Effort
  • Jon Williams, founder and CEO, The Liberty Guild
  • Katie Gurgainus, global director, Brand Voice, Nike
  • Lesya Lysyj, CMO, Boston Beer
  • Lora Schulson, global chief production officer, 72 and Sunny
  • Mal Ward, managing director and partner, Arts & Sciences
  • Melissa Cabral, head of strategy, Sid Lee
  • Michael Hagos, VP, brand creative, HBO Max
  • Richard Turley, editorial director, Interview Magazine
  • Susan Hoffman, chief creative officer, Wieden+Kennedy
  • Tara Lawall, chief creative officer and partner, Rethink

 

The competition is developed in collaboration with brand experience company studio DE-YAN, which shaped the competition around the premise that some of advertising’s best ideas never get made — not for lack of originality, but because they are perceived as too risky, expensive, or difficult to execute.

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Luma AI Opening Saudi Arabia Office to Expand HUMAIN Create

Silicon Valley-based AI company Luma AI Feb. 9 announced it will open a dedicated office in Riyadh, Saudi Arabia, to expand its presence in the Middle East and further the development of HUMAIN Create, a venture with Saudi AI company HUMAIN focused on leveraging AI in the development of video games, film and advertising.

Luma AI also announced a strategic partnership with Publicis Groupe Middle East, in collaboration with HUMAIN, under which Luma AI will serve as the preferred generative AI technology partner for the Groupe across Saudi Arabia and the wider MENA region.

Luma AI’s Riyadh office will deepen its partnership with HUMAIN and support ongoing development of the world’s first Saudi-built, Arabic-native foundation model. HUMAIN is a Saudi AI company established in 2025 to develop AI capabilities through next-generation data centers, advanced AI models and cloud platforms.

For Luma AI, the new office will serve as a regional hub for client engagement, partnerships and advanced AI development.

“Saudi Arabia is the natural home for our regional headquarters in MENA,” Amit Jain, CEO and co-founder of Luma AI, said in a statement. “Establishing a local office allows Luma AI to work directly with this next generation of builders and creators, while developing AI that is deeply connected to the region it serves.”

Tareq Amin, CEO of HUMAIN, said the new office will help accelerate the development of HUMAIN Create. “This new office marks a major step forward in deepening our collaboration with Luma AI,” Amin said in a statement. “Through HUMAIN Create, we are accelerating the development of Arabic-native, culturally fluent AI systems that enable creators, brands, and organizations across the region.”

HUMAIN and Luma AI launched HUMAIN Create in 2025 to develop advanced video generation models and leverage them through gaming, movies, entertainment and advertising. As part of that effort, Luma AI in July 2025 opened an office in Los Angeles called Dream Lab LA to extends its mission to the entertainment industry and train filmmakers on how to use its AI models.

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Luma AI Announces Advertising Creative Competition

Luma AI has announced The Luma Dream Brief, a global creative competition inviting advertising creatives to bring their best unmade ideas to life, with a grand prize of $1 million to be awarded to creative work using Luma AI that wins a 2026 Cannes Lions Gold Lion.

Developed in collaboration with experiential and creative agency DE-YAN, The Luma Dream Brief challenges creatives to use Luma AI’s platform to create fully realized commercials for Luma itself. At its core, The Luma Dream Brief is built around a familiar industry truth: some of the most ambitious ideas never get made — not because they lack originality, but because they are perceived as too risky, too expensive, or too difficult to visualize, the company notes. By pairing creative ambition with Luma AI’s powerful AI tools, the competition gives creatives greater control, predictability, and craft in AI-generated commercials, advertisements, and content.

“A lot of great advertising never gets made,” Caroline Ingeborn, COO of Luma AI, said in a statement. “The Dream Brief is about removing those constraints and letting creatives prove what’s possible when ideas set the ceiling.”

“Almost everyone in advertising has an idea they loved that never saw the light of day,” Jason Kreher, chief creative officer at DE-YAN and former creative leader at Wieden+Kennedy, Maximum Effort, and Accenture Song, said in a statement. “That shared frustration became the insight behind this project. Rather than fearing how generative AI might change our industry, this is a chance to understand it, by using it to make something that previously had no path to being real.”

The Luma Dream Brief will roll out in multiple phases, beginning with a launch week featuring original films created with Luma AI. Creatives will then be invited to submit their own commercials through The Luma Dream Brief website by March 22.

In line with Cannes Lions’ rules, Luma AI will provide a brief to ensure the work is legitimate and created for a real client. Removing one of the most common barriers between bold creative ideas and real awards consideration, selected finalists will receive paid media support to ensure that the work has launched publicly and has run within the required eligibility period. Submissions will be reviewed by a jury of leading voices in advertising and culture.

The Luma Dream Brief is open to creatives worldwide, with submissions required to be created using Luma AI. Full rules, eligibility criteria, and submission details will be available at www.LumaDreamBrief.com.

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Luma AI Updates Ray3 Reasoning Video Model

Luma AI has announced the launch of Ray3.14, a major update to its reasoning video model Ray3.

Ray3.14 delivers performance for animation, video-to-video, and cinematic workflows where temporal stability, motion fidelity and consistency are essential, according to Luma AI.

Built specifically for professional creative environments, Ray3.14 combines native 1080p outputs, four-times-faster generation speeds, and per-second pricing that is three times cheaper, eliminating the quality-speed-cost trade-off in generative video, according to Luma AI.

“The model delivers the highest quality and stability Luma has ever achieved, excelling in animation-heavy and high-fidelity workflows where other models struggle with frequent flicker, drift and inconsistency,” according to the company.

Ray3 pioneered reasoning-based video generation by understanding scenes holistically, maintaining coherence across motion, lighting, characters and camera behavior, according to the company. With Ray3.14, that reasoning engine is applied even more powerfully to animation and professional video workflows, producing higher detail adherence, Luma AI reports.

“Ray3.14 is designed for creators who need animation and video to behave like real production assets,” Amit Jain, CEO and co-founder of Luma AI, said in a statement. “By delivering native 1080p, dramatically faster generation, and per-second pricing that is three times cheaper, we’re giving advertisers and filmmakers a model that excels in animation and can be trusted for real-world creative workflows.”

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Luma AI reports that new Ray3.14 updates include:

  • Best-ever quality and stability for animation and video-to-video workflows — Ray3.14 delivers Luma’s highest level of visual stability to date, excelling in animation and video-to-video use cases where temporal coherence and motion fidelity are critical. Characters, environments and styles remain consistent across frames, enabling narrative continuity, polished animation and production-ready outputs.
  • Native 1080p across core workflows — Ray3.14 generates video natively at 1080p, eliminating the need for post-upscaling or quality compromises. Outputs are suitable for broadcast, streaming and digital delivery, allowing footage to move directly into editorial, finishing and distribution pipelines.
  • Industry-leading speed for real creative iteration — With generation speeds four times faster, Ray3.14 enables teams to iterate under real production timelines. Compared to competitive AI video models, Ray3.14 delivers substantially faster time-to-first-frame and end-to-end generation, allowing agencies and filmmakers to explore more concepts, review options side-by-side, and reduce downstream revisions.
  • Per-second pricing designed for production scale — Ray3.14 introduces dramatically improved per-second economics. For a typical five-second video, costs are reduced by a factor of three, making AI video viable for campaign-scale use cases such as multiple formats, cut-downs and regional variations. This pricing model provides predictable costs and enables creative teams to scale output without increasing budgets.

Luma AI Announces Update to AI Video Production Platform Dream Machine

Generative AI lab Luma AI has announced an update to Dream Machine — what it calls the first AI video platform to combine photorealistic generation with professional-grade editing tools.

For the first time, filmmakers can not only generate visuals from a prompt, but also direct, revise, and refine every shot with precision — unlocking creative control over AI video from the first frame to the final cut, according to the company.

Available July 31 to all subscribers, including enterprise partners, the new features enable artists, studios, advertisers, and content creators to fine-tune, iterate, and direct AI video with a level of precision that approaches traditional post-production — without the complexity or cost, according to the company. According to Luma, key new capabilities include:

  • Precision Frame Refinement: Make direct edits through language in frames, with changes intelligently applied across the entire animation for consistent results.
  • Smart Erase & Fill through Language: Remove or replace parts of a frame while preserving visual coherence with surrounding elements.
  • Subject-Aware Editing: Use simple prompts to identify and modify specific people, backgrounds, or objects within a scene.
  • Prompt Editing: Start with an existing video and update it using new prompts, combining the power of iteration with creative direction.

 

“Dream Machine was already pushing the boundaries of AI video, but today’s launch takes it into an entirely new domain,” Amit Jain, CEO of Luma AI, said in a statement. “Filmmakers and advertisers no longer have to choose between creative control and AI speed — they get both. From indie storytellers to global brands, anyone can shape their vision with the precision of a post-production team and the scale of AI. This is a huge leap forward in making AI video a true medium for cinematic storytelling.”

Directors can now refine continuity across scenes, swap environments without the need for green screens, and apply unique visual styles without compromising photorealism, according to Luma. VFX teams can seamlessly remove objects, extend sets, or even generate creatures and matte paintings. Storyboard artists can preview shots as animatics, while editors can iterate quickly with contextual relighting, expression changes, and background replacements.

“From previsualization to post-production polish, Dream Machine gives filmmakers unprecedented cinematic precision and creative flexibility,” reads the Luma release.

For advertisers and brand creatives, Dream Machine’s new editing tools enable rapid and high-quality asset generation at scale, according to the company. Teams can create dynamic product visualizations, swap out colors and packaging, and adapt brand elements across social media, digital signage, and print with just a prompt. Text and logo adjustments, billboard mockups, and AR ad prototypes can be made in minutes — not weeks.

Advertisers can ensure visual cohesion across campaigns with features like photorealistic portrait editing and cinematic relighting — all while rapidly exploring dozens of creative variations, according to Luma.

“The result is faster go-to-market times, more personalized content, and dramatically reduced production costs,” states the press release.

The new editing features are now available to all Dream Machine subscribers worldwide.

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Luma AI Launches Dream Lab LA for AI Use in Filmmaking

Generative AI company Luma AI has announced the launch of its initiative “Dream Lab LA” headquartered in Los Angeles that combines AI technology with expertise in filmmaking.

“Dream Lab LA is designed as a creative engine room where Hollywood veterans, emerging storytellers, studios, and curious minds come together to shape the next era of storytelling — before it arrives,” according to a Luma AI press release.

According to the company, Dream Lab LA will allow filmmakers to collaborate, learn and tell new stories; studios get embedded support to modernize workflows and upskill teams; and “curious daredevils push boundaries and experiment freely.”

“Dream Lab LA is where we build what everyone else is still guessing at,” Amit Jain, CEO and founder of Luma AI, said in a statement. “This is not about chasing trends, this is about defining what’s next.”

Dream Lab LA exists to explore how AI can empower creativity, not replace it, according to Luma AI, offering a space for experimentation, education, and collaboration between studios and creators.

Luma AI also announced the leadership team for Dream Lab LA, naming Verena Puhm as head of the studio. With experience in both traditional and AI-driven storytelling, Puhm has shaped content for global giants such as CNN, BBC, Netflix, Red Bull Media and Leonine Studios. As one of the earliest creatives to embrace AI in filmmaking, she’s led projects recognized by Sundance, Project Odyssey, Curious Refuge and OpenAI’s Sora Selects. In her new role, Puhm will spearhead the studio’s vision for next-generation content and lead a slate of productions.

“I believe the future of storytelling should be shaped by the people who tell stories, not just the people who build the tools,” Puhm said in a statement. “We’re cultivating a community, a creative lab, and a launchpad for what’s next. This isn’t just another platform; it’s a creative studio built from the ground up to blend technological innovation with artistic intention.”

Jon Finger, creative workflow executive, brings more than 15 years of experience at the intersection of emerging technology and content creation. A pioneer in at-home motion capture, 3D scanning, and virtual production, he has worked across various entertainment sectors with brands such as Paramount Network, The Game Awards, and Comedy Central, and has developed for Netflix. For the past three years, Finger has focused on AI integration in filmmaking, developing workflows that give creators physicalized control over AI-driven productions.

“The focus here is to find the best experiences for passionate creatives,” Finger said in a statement. “The world is changing quickly, and we want to find the best ways for fun, fulfilling human-centric creative expression to not only continue but be amplified, so more creative people can find a new prosperous way forward.”

From its Modify Video, Reframe, and Keyframes to its foundation models Ray2 and Photon, Luma creates instruments explicitly designed for narrative storytelling.

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