India | February 2, 2026: Luma AI has announced The Luma Dream Brief, a global competition challenging advertising creatives to bring their most ambitious, unmade ideas to life using Luma AI’s platform. The grand prize: $1 million awarded to creative work produced with Luma AI that wins a 2026 Cannes Lions Gold Lion.
Developed in collaboration with experiential and creative agency DE‑YAN, the competition is designed to remove barriers that often prevent groundbreaking ideas from being realized—whether due to cost, risk, or complexity. By pairing creative ambition with AI‑driven production tools, Luma AI empowers creators to craft fully realized commercials with greater control, predictability, and artistry.
Caroline Ingeborn, COO, Luma AI, said: “A lot of great advertising never gets made. The Dream Brief is about removing those constraints and letting creatives prove what’s possible when ideas set the ceiling.”
Jason Kreher, Chief Creative Officer, DE‑YAN, added: “Almost everyone in advertising has an idea they loved that never saw the light of day. This project turns that frustration into opportunity—using generative AI not as a threat, but as a tool to make the impossible real.”
Competition Details
- Launch Week: Original films created with Luma AI will kick off the initiative.
- Submissions: Creatives worldwide can submit commercials via www.LumaDreamBrief.com until March 22, 2026.
- Eligibility: Work must be created using Luma AI and aligned with Cannes Lions rules.
- Support: Finalists will receive paid media backing to ensure public launch and award eligibility.
- Judging: Entries will be reviewed by a jury of leading voices in advertising and culture.
About Luma AI
Luma AI is building multimodal general intelligence capable of generating, understanding, and operating in the physical world. Its flagship platform, Dream Machine, enables professional‑grade video and image generation. In 2025, Luma released Ray3, the world’s first reasoning video model capable of producing physically accurate visuals.
Luma’s models are used by leading entertainment studios, advertising agencies, and technology partners worldwide, including Adobe and AWS, and are available via subscription or API. The company is backed by HUMAIN, Andreessen Horowitz, Amazon, AMD Ventures, NVIDIA, Amplify Partners, Matrix Partners, and prominent angels across tech and entertainment.
