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Luma AI’s Dream Brief competition taps into the primal frustration you feel when your best ideas don’t sell while positioning their generative platform as your friend, instead of the software that will replace you. Very crafty.
Developed in collaboration with NY experiential agency DE-YAN, The Luma Dream Brief challenges creatives to use Luma’s text-to-video platform to create commercials for Luma – with a grand prize of US$1 million to be awarded to any spot that wins a 2026 Cannes Lions Gold Lion.
“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.”
Jason Kreher, CCO at DE-YAN: “Almost everyone in advertising has an idea they loved that never saw the light of day. 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 is open to creatives worldwide. Submissions must be created using Luma AI. Full rules, eligibility criteria, and submission details available HERE.
Client: Luma AI
COO: Caroline Ingeborn
Agency: DE-YAN
CCO: Jason Kreher
