---
title: "How Serviceplan MAKE Uses Luma to Put Creativity First"
description: "We spoke to Joshua, Creative Director at Serviceplan MAKE, part of Serviceplan Group, Europe's largest independent agency network, about building an AI-first creative workflow, giving his team room to specialize, and shortening a multi-day production process with Luma."
canonical: "https://lumalabs.ai/news/how-serviceplan-make-uses-luma-to-put-creativity-first"
source: "https://lumalabs.ai/news/how-serviceplan-make-uses-luma-to-put-creativity-first.md"
---

# How Serviceplan MAKE Uses Luma to Put Creativity First

_July 23, 2026_

The Rocket Start for Your Thoughts

![How Serviceplan MAKE Uses Luma to Put Creativity First](https://cdn.sanity.io/images/2ylxvaa2/production/dc33a436e1a717f5fe42bc0927c8a98a6ca68003-1920x1080.png)

We spoke to Joshua, Creative Director at Serviceplan MAKE, part of Serviceplan Group, Europe's largest independent agency network, about building an AI-first creative workflow, giving his team room to specialize, and shortening a multi-day production process with Luma.**  
  
The Challenge**

At Serviceplan MAKE, every idea starts the same way: with a thought, a disruption worth chasing. The constraint was never coming up with the spark, it was how quickly that spark could be turned into something visual to react to.

Before Luma, turning a creative concept into something a client could actually see and react to meant a traditional production pipeline: studio shoots, physical products, and heavy Photoshop retouching for anything that needed to look market-ready. "_When we talk about this traditional way of visualizing things, it's really slow, it's really expensive, and for rapid testing and direct feedback, it's kind of not the state of art,_" he explained.

### **The Solution**

Joshua and his team treat Luma as central to how they think creatively, not just a tool bolted onto the end of the process. Every project still starts the same way, with an idea, a disruptive thought, but now Luma is where that thinking gets tested, fast.

"_Luma is the part where we can more precisely and more quickly visualize what we have in mind, then show that internally or to a client and get direct feedback_."

### **The Result**

Speed and quality have moved together rather than trading off against each other. What used to be a multi-day studio production is now measured in a single day. But for Joshua, it isn't just about speed, it's about what that speed buys back.

"_We think more and take the time to challenge our thinking to land on the best idea, because we know we'll need less time later to visualize it_."

Joshua's broader takeaway is cultural as much as it is operational. When execution gets faster, the time can go back into the idea. As he tells other creative directors weighing whether to adopt AI tools: "_Luma is like the rocket start for your thoughts._"