Senior ownership
Executive production stays close to scope, priorities, timeline and budget.
The People Behind Luma Creative
Luma Creative is a San Francisco-based video production company creating corporate, commercial, brand and product video for brands, nonprofits and technology companies across the Bay Area, with full-service production from concept through post-production and delivery.
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A consistent team, built around the production
Our projects bring together producers, directors, cinematographers, editors and production specialists around the needs of each shoot. William Cook and Jaret Conlee work across every Luma project. Around that core, we scale the crew, equipment and technical roles to the work.
The person who scopes the work stays close to the production. Creative, logistics and post are planned together, then we bring in the specialists the brief requires. That gives the client one production plan without forcing every project into the same crew size.
The right specialists
Direction, camera, lighting, sound and post scale to what the brief requires.
One production plan
The client gets a coordinated path from the first conversation through final delivery.
Leadership
William Cook
Founder & Executive Producer
William Cook founded Luma Creative in May 2015 and serves as Founder & Executive Producer. He works across every Luma project, overseeing production strategy, scope and senior decisions from the first brief through delivery. His Luma credits include executive producer work for Cellares, GQ and Thom Browne, Vestaboard and SiFly.
Creative and post
People who carry the work from brief to delivery
Project coordination, creative direction and editing keep the client’s priorities connected to what happens on set and in post.
Jaret Conlee
Project & Account Manager
Jaret Conlee works across every Luma project, helping turn the client’s goals into a production plan the full team can execute.
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As Project & Account Manager, he stays close to communication, scheduling, deliverables and the day-to-day decisions that keep a project moving. He gives clients a consistent point of contact from early planning through final delivery, while keeping creative, production and post aligned as the work evolves.
Lindsay Morrison
Creative Director & Social Strategist
Lindsay Morrison works at the intersection of creative direction and social strategy, helping Luma shape ideas around both the story and where the finished work will be seen.
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She has contributed creative development to Luma’s social video work, bringing a platform-aware perspective to concepts, messaging and execution. Her role helps connect production quality with the pace, format and audience expectations of social content.
Shane McGee
Editor
Shane McGee is an editor whose work is grounded in clarity, pacing and the details that make a film feel finished.
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He has edited several Luma projects, with a significant share of that work centered on Cellares. In post-production, Shane helps turn production footage into a coherent story, protect continuity across revisions and keep the final piece aligned with the creative brief.
Directors and camera
Story, performance and the frame
The camera team is selected around the visual language, schedule and technical demands of the production.
Ernie Perez
Director & Director of Photography
Ernie Perez is the rare filmmaker who can carry a story from the first frame through the final cut.
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Working across directing, cinematography and editing, he brings a complete understanding of performance, visual language and post-production to every project. His selected Luma credits include Every, which he shot, directed and edited, along with editorial work on California Forever and The Reach Foundation. That ability to think simultaneously as a director, cinematographer and editor makes him an unusually versatile creative partner, someone who can elevate both what happens on set and what ultimately reaches the screen.
Rodrigo Pedraza
Director of Photography & Photographer
Rodrigo Pedraza works across cinematography and photography, bringing a considered visual approach to both planned brand imagery and live environments.
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Joaquin Rodriguez
Videographer
Joaquin Rodriguez is a videographer with experience capturing live events where important moments cannot be recreated on another take.
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His selected Luma credits include the M12 Founder Summit, where he helped document the people, conversations and atmosphere of the event. Joaquin brings an observant, responsive approach to production, staying attentive to both the planned coverage and the moments unfolding around it.
Production crew and specialists
The technical roles that keep a set moving
Lighting, grip and sound are planned as part of the production, not added as an afterthought.
Michael Raby
Gaffer
Michael Raby is a gaffer who helps translate the desired visual direction into lighting that works on a real set.
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His selected Luma work includes the TikTok production. Michael’s role combines technical lighting knowledge with the practical judgment required to keep setups consistent, adapt as production conditions change and give the camera team the control it needs to create the intended image.
Aaron Garabedian
Production Sound Mixer
Aaron Garabedian is a production sound mixer responsible for capturing clean, dependable audio while a production is moving around him.
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His selected Luma credits include the Rivian film, where he handled production sound. Aaron’s work gives editors strong material to work with and allows dialogue, performance and the natural environment to remain part of the finished story.
Ian Van Keuren
Sound Operator
Ian Van Keuren works in production sound, helping capture usable dialogue and location audio without slowing down the pace of the set.
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His selected Luma work includes the TikTok production. Ian brings the preparation and attention required to anticipate changing setups, work closely with the camera and production teams and protect the audio quality of each take.
Selected work
The team behind the work
These projects show how Luma moves between multi-city corporate series, technical product storytelling and commercial production.
TuroTwo educational series, 12 finished videos and production across the Bay Area and four additional cities.View the film
CellaresA multi-project partnership spanning product launches, technical walkthroughs, software demos and recruitment content.View the film
RivianA 90-second spec commercial shot over two days across Lower Lake and Calistoga, California.View the film
PACTA two-city product launch with story development, production, post, VFX, photography and three video cut lengths.View the film
Client proof
Trusted by teams with a lot riding on the work
From technology and consumer brands to nonprofits, the common thread is a production that has to be handled carefully.
Planning a production?
Tell us what you’re producing, where it needs to go and what the timeline looks like. We’ll help scope the right team and production plan.
Get in TouchExplore corporate, commercial, brand and product video production.