Luma AI wants to make creatives' dreams come true
Agency DE-YAN's campaign/competition invites creatives to pitch their best unmade ideas in order for them to be realised.
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Credits
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- Production Company DE-YAN
- Director Ruth Bellotti
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Credits
View on- Production Company DE-YAN
- Director Ruth Bellotti
- Editing Mackcut
- Color Company 3/New York
- Sound Design Field Day Sound
- Chief Creative Officer Jason Kreher
- Creative Ruth Bellotti
- Creative Alex Romans
- Executive Producer Forrest Holt
- Senior Producer Noah Edelstein
- Assistant Editor Brandon Alexander
- Editor Franklin Ponce
- Editor Mike Leuis
- Executive Producer Gina Pagano
- Colorist Joseph Bicknell
- Color Producer Casey Koster
- Executive Producer Leslie Carthy
- Audio Mixer Noah Woodburn
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Production Company DE-YAN
- Director Ruth Bellotti
- Editing Mackcut
- Color Company 3/New York
- Sound Design Field Day Sound
- Chief Creative Officer Jason Kreher
- Creative Ruth Bellotti
- Creative Alex Romans
- Executive Producer Forrest Holt
- Senior Producer Noah Edelstein
- Assistant Editor Brandon Alexander
- Editor Franklin Ponce
- Editor Mike Leuis
- Executive Producer Gina Pagano
- Colorist Joseph Bicknell
- Color Producer Casey Koster
- Executive Producer Leslie Carthy
- Audio Mixer Noah Woodburn
If you've ever spent time with ad creatives, you'll know that their noggins are jam-packed with high-concept ideas that boring things like budgets, clients and reality often render impossible.
Luma AI is looking to remove some of those barriers, and, in this campaign-led competition from DE-YAN, is promising not only to bring those ideas to life, but also to reward the brains behind them handsomely if they go on to find success at Cannes Lions.
Developed by the agency, the Luma Dream Brief competition has a simple conceit: creatives are invited to dust off their best unmade ideas and use Luma AI’s tools to turn them into fully realised commercials for the brand itself, with a $1m prize on the table should the work go on to win a Gold Lion.
To promote the initiative, three surprisingly engaging Gen-AI-produced commercials have been created, depicting such visual treats as a sprinting Christ and a model motorcycle display with remarkable photorealism.
“A lot of great advertising never gets made,” said Caroline Ingeborn, COO of Luma AI. “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,” said Jason Kreher, Chief Creative Officer at DE-YAN and former creative leader at Wieden+Kennedy, Maximum Effort, and Accenture Song. “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.”
Submissions are open to creatives worldwide, with entries required to be made using Luma AI and submitted via the Luma Dream Brief website, where full rules, eligibility criteria and deadlines are outlined.
