Mumbai — Luma AI has announced a global creative competition offering a $1 million prize to advertising work created with its platform that goes on to win a Gold Lion at the 2026 Cannes Lions.
The initiative, titled The Luma Dream Brief, invites advertising creatives worldwide to produce commercials for Luma AI using its artificial intelligence tools. The project is being developed in collaboration with experiential and creative agency DE-YAN.
According to the announcement, the competition is intended to provide a route for advertising ideas that were previously not produced because of cost, risk, or technical constraints. Participants are asked to use Luma AI’s platform to create finished commercial work that can be submitted for industry awards consideration.
Caroline Ingeborn, chief operating officer of Luma AI, said the competition is designed to reduce barriers that often prevent ambitious creative concepts from being produced. Jason Kreher, chief creative officer at DE-YAN, said the idea for the project emerged from a shared industry experience of creative concepts that do not reach production.
The Luma Dream Brief will be introduced in multiple phases, beginning with a launch period featuring original films created using Luma AI. Creatives will then be invited to submit their own commercials by March 22.
To align with Cannes Lions eligibility requirements, Luma AI will issue a formal brief to ensure the work is created for a real client. Selected finalists will receive paid media support so the work can be publicly launched and run within the required eligibility period. Entries will be reviewed by a jury made up of professionals from advertising and culture.
The competition is open to creatives worldwide, with submissions required to be created using Luma AI’s tools.
