Monster Camp × Luma
100M+ organic views
An entertainment campaign that outperformed advertising
LaunchOriginal formatDistribution
100M+ organic views
Monster Camp × Luma
The situation
Luma needed the world to understand what its platform could do, at a moment when every AI product on earth was shouting the same claims in the same format.
What we made
Monster Camp — an original entertainment format built on the platform rather than an ad about it. Characters, running jokes, episodic structure, and a release cadence engineered so each drop fed the next.
The outcome
- 100M+ organic views across platforms
- Helped propel Luma to 1M subscribers in a month
- A repeatable format library instead of a one-off spot