For the last four years, I’ve spent my days wandering the Arizona desert, staring at the vast, empty horizon and dreaming of things that simply couldn’t exist.
In my head, it was always a collision of future-forward tech and the grit of the Old West. But in the agency world, those ideas usually die a slow, silent death. They get pushed aside by “logic,” budget spreadsheets, or that one tuned-out, nasally voice in the corner of the conference room asking, “But whyyyyyyyyy?”
Logic is a dream-killer.
But then the Luma Dream Brief gave me a preemptive green light and a license to dream. No pitch decks. No “safety” edits. Just a raw workflow and the tools to finally build the thing I’ve been seeing in the heat haze:
A frontier town in the Wild West, where the horses have gone on strike, and the cowboys are fighting for their lives on bucking autonomous vehicles.
This is Luma Taxi. In an alternate timeline of approvals, it’s a Super Bowl ad. In our reality, it’s a dual launch on Substack and LinkedIn.
In the spirit of Luma Taxi, Ride on.
Andrew “Oyl” Miller is an advertising Creative Director and Copywriter. He spent 15 years working at Wieden+Kennedy on brands like Nike, PlayStation, MLB, Amazon and IKEA. You can check out his work on his website.