Novo Luma is a creative and post-production studio founded by director and visual artist Arseni Novo.
Since launching publicly in 2026, Novo Luma has delivered work for A$AP Rocky’s DON’T BE DUMB rollout, Wizkid and Asake’s “Turbulence,” Pharrell Williams and adidas Originals’ “FLAT EARTHER,” and concert films for Ye.
The studio combines creative development, live action, VFX, 3D and interactive media, creating films, visual worlds and games from concept through final delivery.
Music video for THEBLACKLABEL’s ALLDAY PROJECT, released ahead of their second EP, CRASH. “TALK” reached No. 1 trending worldwide on YouTube and surpassed 10 million views within two days. Directed by Edgar Esteves, Arseni Novo and Anastasia Delmark, with pre-visualization by Novo Luma.
Official trailer for the European and UK leg of A$AP Rocky’s DON’T BE DUMB World Tour. His first headline run across the region in seven years sold out in full. Directed by Arseni Novo, with post-production by Novo Luma.
Where two eras of Afrobeats meet. “Turbulence” unites Wizkid and Asake as the official visual from REAL, Vol. 1, the record-breaking EP that delivered the biggest debut ever by an EP in Nigeria.
A new chapter in the Pharrell x adidas universe. The “FLAT EARTHER” launch visual helped establish the new visual language for VIRGINIA.
A landmark visual rollout for A$AP Rocky’s long-awaited comeback. Arseni Novo directed all 15 VR visualizers alongside AWGE, with post-production by Novo Luma, for DON’T BE DUMB as it debuted at No. 1 on the Billboard 200.
UK directorial debut for Arseni Novo. Winner of Music Video of the Year and Best VFX at the London Music Video Awards.
Debut studio album by Central Cee. Can’t Rush Greatness launched at No.1 on the UK Albums Chart and became the first UK rap album to break into the U.S. Billboard Top 10, cementing Cench’s place as a global artist.
Ye returned to the European stage for the first time since 2014 with two landmark performances at GelreDome in Arnhem, including a special show on his birthday. Arseni Novo directed the concert film for the birthday performance, shaped by rare access to the stage and close-range drone cinematography around Ye. Novo Luma and EverydayWe handled the post-production.
Historic collab by Grammy-nominated Asake & Travis Scott. “Lungu Boy” became Spotify’s most streamed album by a Nigerian artist in a single day and continues to break record after record.
From Vultures 2 by ¥$ (Ye & Ty Dolla $ign), “FRIED” was the lead music video, driven by Ye’s vision, and marked Arseni Novo’s first official public collaboration with YZY.
For the PUMA x F1 Campaign, Arseni Novo was part of the creative team behind A$AP Rocky’s high-profile collaboration, one of the first artist-led pieces featured on the iconic Las Vegas Sphere. His work contributed to the campaign’s conceptual development, and he also created an additional CGI visual based on the PUMA x F1 material, enhancing the campaign’s overall visual impact.
The Lungu Boy World Tour hit major milestones with sold-out arenas across continents, including Madison Square Garden and The O2 in London. The official tour trailer, directed by Arseni Novo and Edgar Esteves, set the campaign’s tone, with Arseni leading the 3D direction to shape the world of Lungu Boy.