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In July of 2026, I began my employment at Luma. I was hired as the Senior Motion Graphics Designer, but quickly my tasks expanded vastly beyond that role. Within 2 or 3 days, I was concepting, generating, animating, and editing all of our social media launch videos. This included tools and models from 3rd party vendors as well as our own apps and toolsets.
Luma was in startup mode, so everyone wore a lot of hats. Very often projects were due within 24 hours, and sometimes much less. My strategy was to confirm the problem we were solving and whom we were doing it for. I would then move into concept mode…usually trying to find a metaphor for what we were trying to say. I tend to infuse humor into my concepts as I found that a good laugh was always a nice hook for social media.
From that point, I would narrow down 2-3 concepts and start to produce stills, using GPT2.5 or NB2 for I2V creations. After a few hours, I would start to piece an edit together, complete with sound FX. Once the edit was locked, I then would go in and fix what needed fixing, using a combination of traditional, machine learning, and AI tools. Then I would apply a color grade and further tighten the edit. Then, I would either find or generate music using Eleven labs and customize it to the length of the edit.
From there I would start the motion portions of the edit which usually required reproducing Luma’s proprietary UNI-1 UI, performing screen captures of complicated processes, creating end and title cards, and copy for all of the main beats.
Then it was back to editing, for one more round of tightening and color, before delivering V1 to the rest of the team to critique.
If you would like to see more of my work from Luma, scroll down or CLICK HERE