Generative AI company Luma AI has announced the launch of its initiative \u201cDream Lab LA\u201d headquartered in Los Angeles that combines AI technology with expertise in filmmaking.<\/p>\n
“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 \u2014 before it arrives,” according to a Luma AI press release.<\/p>\n
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.”<\/p>\n
“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\u2019s next.”<\/p>\n
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.<\/p>\n
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\u2019s led projects recognized by Sundance, Project Odyssey, Curious Refuge and OpenAI\u2019s Sora Selects. In her new role, Puhm will spearhead the studio\u2019s vision for next-generation content and lead a slate of productions.<\/p>\n
“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\u2019re cultivating a community, a creative lab, and a launchpad for what\u2019s next. This isn\u2019t just another platform; it\u2019s a creative studio built from the ground up to blend technological innovation with artistic intention.”<\/p>\n
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.<\/p>\n
\u201cThe focus here is to find the best experiences for passionate creatives,\u201d Finger said in a statement. \u201cThe 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.\u201d<\/p>\n
From its Modify Video, Reframe, and Keyframes to its foundation models Ray2 and Photon, Luma creates instruments explicitly designed for narrative storytelling.<\/p>\n
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