Luma AI Launches “Dream Lab LA” to Empower Filmmakers in the AI Era
Luma AI, a leader in generative AI technology, has introduced Dream Lab LA, a new initiative based in Los Angeles that merges advanced AI with filmmaking expertise. This creative hub brings together Hollywood veterans, emerging storytellers, studios, and curious creators to develop the future of storytelling before it takes shape.
Amit Jain, CEO and Founder of Luma AI, explains, “Dream Lab LA is where we build what everyone else is still guessing at. This is not about chasing trends, this is about defining what’s next.” The initiative focuses on empowering creativity with AI, rather than replacing human storytellers.
Leadership Driving Innovation
Leading Dream Lab LA is Verena Puhm, a veteran in both traditional and AI-driven storytelling. She has contributed to projects for CNN, BBC, Netflix, Red Bull Media, and Leonine Studios. Puhm has been an early adopter of AI in filmmaking, with projects recognized by Sundance, Project Odyssey, Curious Refuge, and OpenAI’s Sora Selects. Her role involves guiding the studio’s vision and leading innovative productions that blend narrative skill with technology.
Verena shares, “The future of storytelling should be shaped by the people who tell stories, not just the people who build the tools. We’re cultivating a community, a creative lab, and a launchpad for what’s next.” Dream Lab LA is crafted as a creative studio that balances technological advances with artistic intention.
Creative Workflow Expertise
Jon Finger, Creative Workflow Executive, brings over 15 years of experience at the intersection of technology and content creation. Known for pioneering work in motion capture, 3D scanning, and virtual production, he has collaborated with Paramount Network, The Game Awards, Comedy Central, and Netflix. Recently, Jon has focused on integrating AI into filmmaking to develop workflows that give creators hands-on control over AI-assisted projects.
Jon notes, “The focus here is to find the best experiences for passionate creatives. We want to amplify human-centric creative expression so more creators can thrive in this changing landscape.”
What Makes Luma AI Different?
Luma AI stands apart by creating AI tools that enhance filmmaking craft. Its offerings include intuitive features like Modify Video, Reframe, and Keyframes, alongside advanced models such as Ray2 and Photon. These tools are built specifically for narrative work, providing filmmakers with powerful instruments rather than gimmicks.
Dream Lab LA serves as a creative space where:
- Filmmakers collaborate, learn, and create new stories
- Studios receive embedded support to modernize workflows and upskill teams
- Curious creators experiment freely and push boundaries
Projects using Luma AI’s technology are already active in film, TV, gaming, and beyond, influencing the future of content creation.
About Luma AI
Luma AI is developing multimodal general intelligence that understands and interacts with the physical world. Its flagship platform, Dream Machine, allows users to generate photorealistic videos and images from simple prompts and supports over 30 million users worldwide.
In 2025, Luma released Ray2, a video generative model capable of producing detailed and natural motion visuals. Their models are used by leading studios, advertising agencies, and technology companies like Adobe and AWS. Luma offers these tools through subscription or API access. The company is backed by investors including Andreessen Horowitz, AWS, Amplify Partners, and Matrix Partners.
For creators interested in exploring AI tools for filmmaking and storytelling, resources and courses are available at Complete AI Training.
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