“Innovative Dreams is a production services company where seasoned filmmakers from director Jon Erwin’s team and Luma’s creative technologists work with great studios and filmmakers to help them realize ambitious ideas,” Luma said Thursday in a social media post.

The company envisages creative teams collaborating in real time with Luma Agents to make changes to sets, props, and lighting, as well as bring in footage of human actors. Luma Agents are the company’s recently launched tools designed to handle end-to-end creative work across text, image, video, and audio.

“This is a significant improvement over the current virtual production and performance capture processes where things come together only in post,” Luma’s post said. “This is the leverage of AI — not just faster or cheaper, but better than what came before.”

Luma isn’t the only startup to move from tooling to production. AI startup Higgsfield last week launched an original series, starting with a 10-minute sci-fi episode, and London-based creative studio Wonder Studios is working on a documentary with Campfire Studios.