Introducing Dream Lab LA

Dream Lab LA is a creative hub where Hollywood veterans, emerging storytellers, studios, and curious minds come together to shape the next era of storytelling. It’s an evolving space where storytelling, technology, and creativity actively inform and elevate one another - redefining how films are made and who gets to make them.

Led by Head of Studio Verena Puhm and Creative Workflow Executive Jon Finger, Dream Lab LA is Luma’s answer to a rapidly changing creative landscape. This is not a platform or product; it’s a place to rethink the way we make things and help creatives integrate frontier intelligence into their workflows.

Shaping the Future of Creative Work

Dream Lab LA exists for the curious, the forward-thinkers, and the hands-on creators who want to push storytelling further. We are building a space where creative leaders, studios, and emerging voices can:

• Experiment freely with next-gen technology
• Collaborate directly with the teams building frontier generative models and products
• Modernize pipelines and scale up creative potential
• Explore and learn the future of content creation, grounded in craft

At its heart, Dream Lab LA is about proximity: creators working side-by-side with the people building Luma’s frontier generative models and products, shaping the technology through real-world use cases and honest feedback. It’s a two-way learning environment where both sides level up together. We want to learn from the people building the future and help equip them with what they need to keep going.

Our doors are open to:

• Studios looking to future-proof their workflows
• Filmmakers experimenting with AI for the first time
• Creators are building things we haven’t thought of yet
• Students and emerging talent seeking mentorship and hands-on learning

This is an invitation to learn and to shape how the future evolves.

Meet the Dream Lab Team

Verena Puhm - Dream Lab LA will be led by Verena Puhm as Head of Studio. Puhm is a powerhouse in both traditional and AI-driven storytelling. She has shaped content for global giants like CNN, BBC, Netflix, Red Bull Media, and Leonine Studios. Her ability to merge narrative craftsmanship with technological innovation has earned her a reputation as one of the leading voices driving the future of the entertainment industry. In her new role, Puhm will spearhead the studio’s vision for next-generation content and lead a slate of boundary-pushing productions.

"I believe the future of storytelling should be shaped by the people who tell stories, not just the people who build the tools," says Verena Puhm, Head of Dream Lab LA. "We’re cultivating a community, a creative lab, and a launchpad for what’s next. This isn’t just another platform; it’s a creative studio built from the ground up to blend technological innovation with artistic intention."

Jon Finger - Jon Finger, Creative Workflow Executive, brings over 15 years of experience at the intersection of emerging technology and content creation. A pioneer in at-home motion capture, 3D scanning, and virtual production, he has worked across various entertainment sectors with brands such as Paramount Network, The Game Awards, and Comedy Central, and has developed for Netflix.

“The focus here is to find the best experiences for passionate creatives,” said Jon Finger, Creative Workflow Executive. “The world is changing quickly, and we want to find the best ways for fun, fulfilling human-centric creative expression to not only continue but be amplified, so more creative people can find a new prosperous way forward.”

Dream Lab LA is where creative freedom meets technological possibility. Stay tuned. This is just the beginning.