Luma AI has announced the launch of the Luma Dream Brief, a global creative competition that has invited advertising creatives to bring unmade ideas to life using the company’s AI platform. The initiative has offered a grand prize of $1 million to creative work developed with Luma AI that goes on to win a Gold Lion at the 2026 Cannes Lions International Festival of Creativity.
The competition has been developed in collaboration with experiential and creative agency DE-YAN and has challenged participants to create fully realised commercials for Luma AI itself. The brief has focused on encouraging creatives to execute ambitious ideas that may not have previously progressed due to perceived constraints around cost, risk, or production complexity.
Luma AI has positioned the Dream Brief as a platform-led experiment in creative control and predictability, enabling participants to visualise and execute advertising ideas using AI-generated commercials, advertisements, and content. The initiative has aimed to demonstrate how generative AI tools can be applied to high-end commercial storytelling within advertising.
By directly linking the prize to a Cannes Lions Gold win, the initiative has aligned itself closely with industry benchmarks for creative excellence while incentivising the use of AI as a core production and storytelling tool rather than a support function.
“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.”
