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 first, before explanation, 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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