The Dream Brief

Luma invited creatives to make full commercials with its tools and offered $1M for any entry that won a Cannes Lions Gold.

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Tools used

Tools are listed only when credited by the brand, agency, studio or tool maker in a cited source.

400 entries and 21 finalists, per Luma.

Brand	Luma AI
Agency / studio	DE-YAN
Released	2026
Format	Campaign + creative competition
Length	Undisclosed
AI role	tool-maker campaign
Official or spec	Official brand work
Cost	Undisclosed
Studio pages	DE-YAN

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Deel customers drift into dreamlike AI-built worlds where their HR worries disappear. Only the copywriting was human; everything else was generated.

An AI remake of the classic 1995 Christmas truck ad, made by three AI studios.