Luma AI faced several key challenges:

• Too many features, too much complexity: The product team had a long list of technical updates they wanted to showcase.
• No existing visual identity: There was no brand style guide, no previous design language to build on.
• Hard to explain in plain terms: Explaining AI-generated 3D in a way that felt intuitive to a general audience—especially investors—was a major roadblock.

These factors made it difficult to communicate the product’s capabilities in a clear and engaging way.

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Max and his team developed a unified visual narrative that grouped complex features into intuitive, easy-to-understand moments.
They designed a clean, cinematic animation style that introduced each capability visually, allowing viewers to grasp the value without needing deep technical context.

In the absence of brand guidelines, the team also established a foundational visual language—including motion behavior, color direction, and graphic treatments—that could scale with Luma’s evolving brand.

This design-led approach transformed a dense product list into a clear, emotionally engaging launch video that helped support Luma AI’s $48M raise and positioned Genie as a powerful tool for 3D professionals.

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