Pro Hello: Claudia Lalau
Claudia Lalau is the co-founder and post-production executive at Bottomline, a post-production company based in Dubai. Before establishing her company, she had the opportunity to work for 18 years with leading production houses and agencies in the GCC region, where she developed a keen eye for detail and a passion for storytelling. Claudia's experience spans a wide range of genres, from simple to heavy VFX films, and as multimedia graduate (initially), she has developed a strong technical foundation that has been a significant asset in managing post-production processes effectively.
Throughout her career, Claudia has refined her skills in film editing, animation and visual effects, ensuring that each project is managed and polished to perfection. She's also committed to continuously updating her technical skills and staying current with the latest technologies, regularly attending training and courses, and currently obtaining a certificate in AI advertising, which completes in a month's time.
For now, Claudia's focus is on growing Bottomline into the premier hub of post-production in the Middle East, aiming to make it the go-to post-production partner for the most renowned clients in the region. She is confident that with their dedication and love for the field, they will achieve excellent results.
Here, Claudia tells us more about starting her career as an animator, shares some of the projects she's loved being involved in the most, and explains why Bottomline is her proudest achievement.
LBB> What do you do, and where are you based?
Claudia> At Bottomline, we specialise in comprehensive post-production services. We hire the team, we supervise the team. We deliver high-quality results that bring creative visions to life. The management team is based in Dubai, but our talents are hired from all over the world.
LBB> What recent campaigns might we know you from, and what was your input on these campaigns?
Claudia> The Sharjah brand campaign featuring Sultan Al Marzooqi, Nora Zeid and Notorious Foodie, and the Nissan Patrol campaign with Manchester City. When we received the briefs, we conducted thorough research and assembled a team based on the brief and director’s treatment. We hired the editors, colourists, VFX artists, composers and sound designers accordingly, and supervised every step in the process until delivery. I also want to mention that we always provide our creative input throughout the process, ensuring we are satisfied with the progress before sharing anything with the client.
LBB> How did you first get into the industry, and how did you realise what you wanted to do?
Claudia> 18 years ago, I started as a 2D / 3D animator, creating my own storyboards and animating them for clients for several years. During this time, I learned compositing, matte painting and gained editing experience along the way. My multi-media background and diplomas, combined with several years as a university instructor, provided me with both the technical and management knowledge and experience. This foundation inspired me to dive deeper into post-production in advertising, and 11 years ago I started my first job as post-production manager.
LBB> What projects / campaigns that you’ve been involved in have been the most personally satisfying to work on, and why?
Claudia> When clients come to us with their challenging briefs, schedules and budgets and we still can deliver without compromising on quality, that’s the most satisfying and rewarding work for us. Examples of these jobs are the Sharjah brand films, UAE Commemoration Day '23, Nissan Patrol, and others.
LBB> What’s been your proudest achievement?
Claudia> Bottomline is my proudest achievement. There is a significant gap and lack of knowledge in the region regarding post-production management. While there are a few good post-producers and some excellent ones, as well as full post-production service studios, there is a shortage of post-producers who combine technical and managerial experience. Having this combination offers clients the option to have a team hired from all over the world, tailored to their specific project needs, and managed by the best creative post-producers at Bottomline.
LBB> What do people (clients, agencies etc) come to you for specifically?
Claudia> For my comprehensive expertise in post-production and my ability to deliver high-quality, creative results in various aspects of post-production, including editing, colour grading, visual effects, and sound design.
- Creative Vision and Quality
Clients trust me to bring a creative vision to life and to ensure that the final product not only meets but exceeds their expectations. - Comprehensive Post-Production Services
We offer full post-production services, allowing clients to streamline their projects with a single, reliable partner. - Experience and Expertise
Our extensive experience in the industry, including our recent work on Sharjah Brand’s films, Nissan Patrol, Saudia, showcases our ability to handle diverse projects. This experience reassures clients of our capability to manage complex projects efficiently. - Client Collaboration and Communication
We prioritise clear and effective communication with clients and agencies, ensuring their vision, request and feedback are understood and realised. - Reliability and Trust
Clients and agencies come to us because they know they can rely on us to choose and hire the right talents, deliver on time and within budget, without compromising on quality. My track record of successful projects, before and after Bottomline, speaks to our reliability and the trust clients place in our work.
LBB> What are your strongest opinions relating to your specific field?
Claudia> Post-production should function as a distinct department separate from production. This means that after the production phase concludes, post-production companies like Bottomline should take over and manage the project until completion, directly coordinating with the post team, directors and agencies. Having so many opinions and excessive micromanagement from producers often results in delays, communication breakdowns, and frustration for both our team and clients. When post-production is handled separately, it can streamline the process and ensure clearer communication and a smoother workflow.
It’s worth mentioning that Bottomline, VFX team and artists speak the same language. This allows us to take a more focused approach without the distractions that can arise from too many inputs during production. Additionally, it gives post-production teams the autonomy to fully execute their vision. We’re grateful that we’ve had the chance to work on a few jobs like this, such as the Sharjah brand campaign, where we were given full trust by the production house, and we had great results.
LBB> What sort of projects really get you excited at the moment?
Claudia> The projects that excite me at the moment are the challenging ones in terms of talent requirements, tight timelines, and those that involve mixed media work (live action with graphics and VFX integration). These kinds of jobs typically allow for creativity and provide opportunities to propose various ideas to clients without limiting our creative abilities.
LBB> Who are your creative heroes, and why?
Claudia> My creative hero on a personal level is my life and work partner, Tony. I admire his ability to wake up with fresh ideas, new concepts when I’m struggling to come up with innovative concepts, it’s always inspiring. On a global scale, Tim Burton is another hero of mine, especially due to my passion for stop-motion animation. His unique blend of animation and filmmaking revolutionised the industry. His exaggerated characters and the mix of horror, gothic and edgy elements truly set his films apart and captivated audiences.
LBB> Outside of the day job, what fuels your creativity?
Claudia> First and foremost, exploring new places and different cultures. Travelling allows me to meet interesting people and gain fresh perspectives that often inspire my work. Secondly, I have passion for new technology, software and staying up to date with the latest developments and techniques. Recently, we started integrating AI into our jobs. Thirdly, reading and watching movies. Whether it’s a novel, a documentary or a movie, it's always a great source of imagination. Lastly, Just being in nature helps clear my mind and allows for creativity to flow freely.
