Always Ready was made for the Luma Dream Brief Competition. The brief was to reimagine Luma as a new product, so we turned it into a premium sports brand.

The ad is about staying ready. The grind, the sweat, the discipline it takes to succeed. And each shot, every creative choice was made to serve that feeling.

Images made using Midjourney and NanoBanana. Videos made with Luma Ray 3.14. SFX and VO by Epidemic Sound and Elevenlabs. Edited on AfterEffects and Premiere.