Talent Brand Partner — Luma AI
The Build & Present Brief
This isn't a take-home. It's a real piece of work that shows us how you'd approach this role. Here's everything you need.
The 30-second version.
Pick one or more of Luma's Talent Brand North Stars below. Build something that moves us toward it. Present what you built — what, why, how — to a small panel: Josh (Talent Ops & Engineering Lead), one of our recruiting leads, a marketing partner, and a senior member of our creative and social teams.
You'll get free access to the Luma Agents platform for a month — yours for the whole of this stage and beyond. Use our tools, your tools, anything you want. The output can be anything — a campaign concept, a content piece, a microsite, a video, a launch kit, an advocacy playbook. The format isn't the point. The thinking is.
Four directions. Pick at least one.
This is the core of the brief. You're making a strategic choice when you pick from these — that choice is itself part of what we're evaluating.
Make sure candidates know who we are.
The single biggest signal we care about: when a recruiter says "I'm from Luma AI," candidates already know who we are. Today, depending on the role, that's roughly 3 or 4 in 10. We want it to be 10 in 10. Anything that moves that number up the funnel — awareness, inbound interest, social presence — moves this North Star.
Candidate awarenessBe a real presence where the talent already gathers.
Awareness gets us in the door; presence keeps us in the conversation. Our audiences live in specific places — NeurIPS, ICML, SIGGRAPH, meetups, hackathons, university labs, and the podcasts and feeds those researchers, frontier engineers, and AI-native designers actually follow. Anything that turns Luma into a trusted, recurring presence in one of those rooms — rather than a name people half-recognize — moves this North Star. Depth in one community beats a viral post that lands nowhere.
In the right roomsThe story is told by the people building it.
Luma has unbelievably talented researchers, engineers, designers. Their work, told in their voice, is the most powerful asset we have. Anything that lowers the activation energy for them to share their work — and shows their work well — moves this North Star.
Built by buildersMake every step of the candidate journey feel unmistakably Luma.
Focus on the moments we actually control: the way we publish a role, the first recruiter message, the interview experience, and the offer itself. The moment someone gets a Luma offer should feel like a milestone, not an email. Anything that raises the craft on a real candidate touchpoint — and makes the whole journey feel like one company with one voice — moves this North Star.
The candidate journeyThe starter pack.
Five things show up the moment you kick off the build. None of them are gimmicks — they're what we'd hand the person in this seat on day one too.
Free access to Luma Agents — for a month
A full month of free access to the Luma Agents platform — Ray3.14, Uni-1.1, and the whole creative toolset. Yours for this stage and well beyond it. You don't have to build with it, but it's there if you want to.
A content packet
YouTube links to Luma launches and announcements (including our newest — the Open Physical AI Lab), podcast episodes featuring our team, examples of Dream Lab work, sample content from our product, and internal materials we can share publicly.
Live job postings
The actual open reqs we're hiring against right now — research, engineering, GTM. Useful if you want to build something tied to a real hiring moment.
Our brand pillars
The four North Stars above, plus a short brand voice document.
A direct line to Josh
For any clarifying questions during the build. We'd rather you ask than guess wrong.
Want to learn the platform before you dive in? You don't have to use Luma Agents for this — but if you'd like to, here's everything you need to get good at it fast. (Using it well within the time is genuinely impressive; treat it as a bonus, not a requirement.)
Read this twice.
Six constraints. The first three are the hard ones. The rest is permission.
A suggestion, not a stopwatch — don't read too much into the number. We're not after agency-grade polish, just a thoughtful piece that shows your craft and judgment. You'll have free Luma Agents access for the whole stage, so lean on it if it helps.
Microsite, campaign concept, video, content series outline, launch kit, deck, Lovable prototype, Figma file. Pick what lets you show the thinking best.
Pick one North Star and go deep, or pick multiple and connect them. We'll judge the choice itself as part of the work.
We prefer scrappy and smart over polished and safe. Show us the reasoning behind the work, not just the finish on it.
Non-negotiable signal. Show us how you actually work — what tools, where you cut corners, where you didn't.
No required template. Send a link or attach to the calendar invite if you want us to look ahead of time. Not required.
Forty-five minutes. Conversational.
Plan for ~15–20 minutes of you presenting, the rest is conversation. Push back on us, ask us questions, tell us where you'd want more info. We're trying to see how you'd actually work with us — not whether you can deliver a polished monologue.
Josh Gill
Head of Talent Ops — your hiring managerRecruiting Lead
One of our recruiting leadsMarketing Partner
A partner from our marketing teamCreative / Social
A senior member of our creative and social teamsThe scoring lens.
Candidates do their best work when they know what we care about. Here it is, in plain English. Six things.
Strategic clarity
Did you pick a North Star deliberately and explain why?
Craft
Is the work itself well made? Would we be proud to ship it?
Originality
Does this look like something you actually made — or like something every employer brand candidate would have made?
AI fluency
Did you use AI tools in a way that made the work better, faster, or both?
Systems thinking
Did you show how this would scale, repeat, or plug into something bigger? Or is it a one-off?
Voice
Does it sound like Luma — or could we swap our logo for any other AI company?
This. Not this.
Concrete examples. Not a rubric — these are illustrations of the shape we're looking for, on each side.
- A short-form video series concept with one episode mocked up using Luma Agents
- A launch kit for a real open role — copy, social assets, and a 7-day calendar
- A microsite for "Life at Luma" with 3 working employee story sections
- A repeatable template for turning researcher LinkedIn posts into shareable assets
- A redesigned offer experience — the moment someone gets a Luma offer, mocked end to end
- A plan to show up at NeurIPS, SIGGRAPH, or a hackathon — booth/presence concept, content, and a follow-up sequence
- A speaker / thought-leadership kit that gets one of our researchers onto a podcast or panel
- An employee-advocacy playbook that makes it easy for engineers to share their work
- A 40-slide strategy deck with no actual work shipped
- A generic "social media calendar" with placeholder content
- A campaign that could run for any AI company unchanged
- Pure positioning — we want to see things made
The practical bits.
Ask. Really.
"Should I do X or Y?" is a perfectly fine question. We'd rather you check than spin for two hours on the wrong assumption.