# How Boundless uses Luma Dream Machine

**$1.2 million**: “Avoided more than $1.2 million (20M+ South African rand) in traditional production costs”

As published on [lumalabs.ai](https://lumalabs.ai/case-studies/boundless), August 2026. Captured by usedby on 2026-10-05.

- Company: [Boundless](https://www.usedby.ai/companies/boundless.md)
- Tool: [Luma Dream Machine](https://www.usedby.ai/tools/luma-dream-machine.md)

## What the story says

Boundless, an independent creative agency in Johannesburg, used Luma to extend, refine, and assemble a heritage commercial for Mazda's MX-5 from real reference footage, working in one shared board with the client. This let the agency produce a large-scale ad on an independent budget and timeline.

Summary written by usedby from the source page, in English. The figures are those of Luma Dream Machine and Boundless, not ours.

> Boundless went from brief to final approval in under two weeks, at a fraction of the cost of a traditional shoot, and the finished film convinced industry peers it had been shot for real.

- **under two weeks**: “Delivered Mazda's first AI-produced commercial, from brief to final approval in under two weeks”
- **3-4**: “Now brings 3-4 fully realized concepts to every client pitch, up from one”

> For a small agency it's just such a powerful amplifier. It magnifies what you're able to do. We're using a hybrid of Luma and film to create things we wouldn't have been able to make before.
>
> Fran Luckin, Co-Chief Creative Officer

> We would have needed over 20 million rand, easy, to produce that ad. It was 50 scenes of the car through the ages.
>
> Roanna Williams, Co-Founder & Co-Chief Creative Officer, Boundless

## What usedby checked

We compared the story with its live page on 2026-10-05.

- Checked: the figure $1.2 million is printed word for word on the page, near the name of Boundless.
- Checked: the passage quoted above is copied word for word from the page, near the name of Boundless.
- Checked: each number in our summary is printed on the page.
- Checked: the publication date is read from the page’s own metadata, never guessed.
- Checked: Boundless uses Luma Dream Machine. Confirmed line. Latest check across sources: 2026-10-05.
- Not checked: the result itself. We quote it; we did not measure it.

---
Source: https://www.usedby.ai/case-studies/boundless-luma-dream-machine · How we check: https://www.usedby.ai/methodology