Luma Launch Film
4.2 million views in 48 hours. A 90-second film that launched a product category.
The
Brief.
Luma Labs was launching a new AI-powered creative tool into a crowded market. The product was genuinely different — but the category was full of noise. They needed a launch film that could cut through, communicate the product's magic in 90 seconds, and make people feel something before they understood what they were looking at.
“The product's core capability — real-time 3D scene generation from text prompts — is almost impossible to explain. You have to see it. The challenge was building a film that demonstrated the technology without turning into a feature demo. It had to be art first, product second.”
Concept: The Blank Canvas
The film opens on absolute darkness. A single text prompt appears. And then — the world builds itself. We used the product's own output as the raw material for the film, creating a recursive loop where the tool demonstrates itself.
Real-Time 3D Pipeline
Every scene in the film was generated using Luma's own technology, then composited with live-action footage and motion graphics. The pipeline took 3 weeks to build and required custom tooling to handle the render volumes.
Sound Design as Narrative
The score was composed to mirror the generative process — starting with a single tone that fragments, multiplies, and resolves into a full orchestral moment as the product's capability is revealed. Sound design and visuals were built in lockstep.