Luma AI has announced The Luma Dream Brief, a global creative competition that invites advertising creatives to turn their best unmade ideas into fully realized commercials, with a grand prize of $1 million for work created 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 worldwide to use Luma AI’s platform to create award-ready commercials for Luma itself.
The initiative is rooted in a familiar advertising industry reality – many ambitious ideas never reach execution, not due to a lack of originality, but because they are often viewed as too risky, too expensive, or too difficult to visualize.
Also Read: Luma AI Ray3.14 to Eliminate Quality-Speed-Cost Trade-Off in AI Video
By combining creative ambition with Luma AI’s advanced generative tools, The Luma Dream Brief enables creatives to gain greater control, predictability, and craft in producing 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: Global Rollout, Cannes Eligibility, and Jury Review
The Luma Dream Brief will roll out in multiple phases, starting with a launch week featuring original films created using Luma AI.
Following this, creatives will 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 issue a formal brief to ensure all submissions are legitimate and created for a real client.
Also Read: Luma AI Raises USD 900 Million Series C, Partners with HUMAIN on 2GW AI Supercluster
Addressing one of the most common barriers to awards consideration, selected finalists will receive paid media support to ensure their work launches publicly and runs within the required Cannes Lions eligibility period.
All submissions will be reviewed by a jury comprising leading voices from advertising and culture. The Luma Dream Brief is open to creatives globally, with all entries required to be created using Luma AI.
Full rules, eligibility criteria, and submission details are available at www.LumaDreamBrief.com.
