nmatic.ai & Alibi Studios launch hybrid AI VFX studio

nmatic.ai and Alibi Studios have launched The Next Valley, a new visual effects company positioned as a dedicated hybrid AI VFX studio.

Jointly owned by both companies, the venture combines nmatic.ai's AI-led production workflow with Alibi Studios' experience in visual effects for film, advertising and immersive media.

Mark Benson, former Chief Executive of MPC and former President of The Mill, is involved in the venture as Chair of Alibi Studios. Leadership will come from Nick Price, Founder and Chief eExecutive of nmatic.ai, and Nicolas Cotta, Founder and Chief Executive of Alibi Studios.

Creative oversight will be provided by Nathalie Girard, Executive VFX Supervisor at Alibi Studios, alongside Carl Lyttle, Chief Digital Officer at nmatic.ai, and Chris Catchpole, Chief Creative Officer at nmatic.ai.

New workflow

The launch reflects growing interest across the screen and advertising industries in combining AI tools with established production methods. The model is aimed at brands, film studios and content creators seeking to reduce production time and costs while keeping the creative process human-led.

nmatic.ai describes its approach as a blend of live action, CGI, photography and generative AI. It says the workflow can cut production time by up to 30% and reduce costs by a similar amount compared with conventional methods.

Alibi Studios adds a network of VFX artists and creative leads whose credits include films such as Gladiator, Harry Potter and Black Hawk Down. The group also works across television, gaming and immersive projects.

The Next Valley launches as AI becomes more visible in mainstream film-making. The announcement pointed to a broader industry shift, with established directors including Ben Affleck, Steven Soderbergh and Darren Aronofsky among those exploring the technology in production workflows.

Industry pressure

Studios and agencies have faced sustained pressure on production budgets and delivery schedules, particularly in high-end visual effects, where labour-intensive pipelines can increase both cost and turnaround times. That has created demand for production companies that can combine automation with established creative disciplines.

Price said the new company was designed to address those pressures without removing artists and film-makers from the process.

"Hybrid AI integrated with VFX represents one of the largest shifts in content production in a generation. By building it into the workflow from the ground up, The Next Valley can deliver work of the highest visual quality, faster and more cost-effectively, at a time when budgets are squeezed and craft has felt threatened. We believe the model not only solves a real issue in the entertainment and advertising industries today, but also helps forge a new path for how AI can work as an effective part of a craft-led culture in the future," said Nick Price, Founder and Chief Executive of nmatic.ai.

Cotta said Alibi would continue its conventional VFX work alongside its involvement in the new business.

"Whilst Alibi will continue to use a traditional approach to VFX, our commitment to The Next Valley will take our collaborations to another level, where we will have a dedicated team that not only uses what AI offers us today, but leverages AI alongside Unreal Engine and other tech platforms to proactively develop new workflows for our clients and partners in the future," said Cotta.

Track records

nmatic.ai says it has worked with clients including Warner Bros., Dyson, Unilever, Twinings, Investec, Bank of Singapore, AB InBev, Merck & Co, Sonova, Bolt and Fred. Olsen Cruise Lines. It also says it has produced more than a quarter of a million AI-assisted images and videos since launch.

Price founded the business after a career in broadcast, advertising and production, and has previously held senior roles at Havas Media and Omnicom-related operations. His career has focused on redesigning production models for agency and brand work.

Cotta has spent more than three decades in visual effects and has built several businesses in the sector. His background includes work as a VFX supervisor and photographer, with a focus on large commercial campaigns and feature film projects.

Benson's involvement gives the venture a direct link to two of the most established names in commercial visual effects. MPC and The Mill have long held a central place in the global post-production market, serving advertising and entertainment clients through international studio networks.

He said the venture had identified room for growth.

"I am inspired by the ambition of Nicolas and Nick for The Next Valley, and see enormous potential for this partnership. The critical commitment to creative excellence and craft is at the heart of their collective strategies, and I am excited about the growth plans that the business has identified," said Benson.