Luma AI today announced The Luma Dream Brief, a global creative
competition inviting advertising creatives to bring their best unmade ideas to life, with a grand
prize of $1 million to be awarded to creative work using Luma AI that wins a 2026 Cannes Lions
Gold Lion.
Developed in collaboration with experiential and creative agency DE-YAN, The Luma Dream
Brief challenges creatives to use Luma AI’s platform to create fully realized commercials for
Luma itself. At its core, The Luma Dream Brief is built around a familiar industry truth: some of
the most ambitious ideas never get made – not because they lack originality, but because they
are perceived as too risky, too expensive, or too difficult to visualize. By pairing creative
ambition with Luma AI’s powerful AI tools, the competition gives creatives greater control,
predictability, and craft in AI-generated commercials, advertisements, and content.
“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.”
The Luma Dream Brief will roll out in multiple phases, beginning with a launch week featuring
original films created with Luma AI. Creatives will then be invited to submit their own
commercials through The Luma Dream Brief website by March 22.
In line with Cannes Lions’ rules, Luma AI will provide a brief to ensure the work is legitimate and
created for a real client. Removing one of the most common barriers between bold creative
ideas and real awards consideration, selected finalists will receive paid media support to ensure
that the work has launched publicly and has run within the required eligibility period.
Submissions will be reviewed by a jury of leading voices in advertising and culture.
The Luma Dream Brief is open to creatives worldwide, with submissions required to be created
using Luma AI. Full rules, eligibility criteria, and submission details will be available at
www.LumaDreamBrief.com
