AI is reshaping the creative world, but few are doing it with the clarity and craft of Bottomline AI. Based in Paris and working globally, this studio is blending cutting-edge AI technology with human creativity to revolutionize storytelling, visualization, and content production.
We spoke with Claudia Lalau, Managing Director of Bottomline AI, about their journey from speculative projects to award-winning work, and how they’re helping filmmakers and brands unlock new creative potential in an industry that’s rapidly evolving.
How was your company born and where are you based?
Bottomline AI was born out of a passion for merging creativity with AI technology. We are based in Paris but operate globally, helping filmmakers, brands, and creatives bring their visions to life using AI.
What was the biggest challenge to the growth of your company?
The biggest challenge has been educating potential clients about the power of AI in creative workflows. Many still see AI as a novelty rather than a tool that can streamline production and elevate storytelling.
Which was the first huge success that you can remember?
Our first major success was working on Barbar Beer spec ad that we created from scratch. It was all done using AI, it got huge success, was selected by one of the AI film festival platforms and it’s submitted now in several film festivals.
What’s the biggest opportunity for you and your company in the next year?
Expanding into the GCC market and working with more major production houses and brands that want to leverage AI for storytelling, visualization, and content creation.
Can you explain your team’s creative process? What makes it unique?
Our process starts with understanding the client’s vision. We then use AI tools to generate concept art, animatics, or scene previsualizations, refining them with human creativity to ensure a polished and compelling result.
How does your team remain inspired and motivated?
We constantly explore AI innovations, collaborate with filmmakers, and challenge ourselves with experimental projects. Seeing AI push creative boundaries keeps us excited and driven.
How has COVID-19 affected your company?
It accelerated the demand for AI-driven content solutions, as productions faced budget and logistical constraints. AI helped teams work remotely and visualize ideas before costly shoots.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
We admire companies like Curious Refuge, which keep us updated on everything related to AI storytelling, AI filmmaking workflows, AI advertising, and the best AI tools to use. Visionaries like Dave Clark inspire us with their approach to directing, storytelling, and technology, pushing the boundaries of what’s possible in the creative industry.
What is one tip that you would give to other agencies looking to grow?
Stay ahead of the curve. Experiment with new technology, showcase its value through self-initiated projects, and educate your market on how it can solve real-world challenges. Stay honest with your approach—people are becoming more informed. If you use VFX, don’t claim it’s entirely AI, as this can backfire on both your agency and the broader AI industry. Transparency in your methods and tools builds trust and credibility, which is crucial for long-term success.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
We use a mix of networking, direct pitching, and online visibility. We showcase our work through social media, connect with filmmakers and agencies, and demonstrate how AI can save time and resources.
What’s your one big hope for the future of the industry?
That AI becomes an accepted and integral part of creative industries, helping artists and filmmakers bring ambitious ideas to life without limitation.
Can you share a defining moment in your company's journey that shaped its identity or direction?
Our first successful AI ad proved that AI isn’t just a tool but a game-changer in the pre-production process. It reinforced our belief in AI-driven storytelling.
How do you foster a culture of innovation and experimentation within your team?
We encourage our team to test new AI tools, collaborate on experimental projects, and push the limits of what AI can do in storytelling and content creation.
What measures do you take to ensure diversity and inclusion are prioritised within your company?
We actively seek diverse voices and perspectives in our collaborations, ensuring our AI-driven storytelling reflects different cultures, experiences, and artistic styles. We worked on Jewellery, F&B, automotive, creatures, drama, fantasy, history/war and science fiction.
Can you describe a project that challenged your team creatively and how you overcame any obstacles?
The Barbar Beer project pushed us to explore AI-generated visuals beyond traditional techniques. The challenge was maintaining artistic integrity and real history, which we achieved by fine-tuning AI outputs and integrating human creativity.
How do you balance maintaining your company's unique creative voice while meeting the diverse needs of clients?
We tailor our AI solutions to fit each client's needs while maintaining a strong artistic identity. Our focus is on using AI to enhance creativity, not replace it.
What strategies do you employ to adapt to changes and trends in the industry while staying true to your company's values?
We constantly research and test new AI advancements while staying committed to authentic storytelling and high-quality visuals.
Can you share a memorable client success story that exemplifies your company's approach and impact?
An agency approached us with an idea to integrate AI into the key visuals of an automotive campaign they were developing. Using AI, we generated stunning backdrops and seamlessly integrated their cars, creating a visually striking result that the client loved. While we can't share more details yet, as the campaign hasn't been released, it was a perfect example of how AI can enhance creativity, streamline workflows, and bring ambitious concepts to life.
In what ways do you invest in the professional development and growth of your team members?
We encourage continuous learning by experimenting with new AI tools, attending industry events, and collaborating with experts in different creative fields.
How do you approach sustainability and ethical practices within your company's operations and projects?
By using AI to reduce waste in production, optimizing workflows, and supporting ethical AI usage that enhances rather than replaces human creativity.
Can you discuss a time when your company had to pivot or innovate in response to unforeseen challenges, and what lessons did you learn from that experience?
The rise of AI scepticism made us focus more on education—showing creatives that AI is a collaborative tool, not a replacement. This helped shift perceptions and attract more clients.
Do you have any websites, books or resources that you would recommend?
Websites: MidJourney, runway, canva
Books: Creative Selection by Ken Kocienda, Stealing Fire by Steven Kotler, This is Marketing by Seth Godin.
Resources: Online communities like AI Artists and Creative AI newsletters, like https://theailab.substack.com/