The founder story
LUXELENS didn’t start with a camera. It started with the eye.
LUXELENS LTD (company number 17389020) is a London photography, videography and content company. Before any of it existed, I was designing, editing and deciding how dogs, people and products should be presented. Photography came later — and it came because of that.
Before the camera
The creative foundation
I was already making visual content inside the canine and breeding world. Breeding announcements. Pedigree graphics. Stud banners. Promotional artwork. Social posts. All of it built in Photoshop.
Then I lost my job. I needed my creativity to pay, so I pushed further into editing and content — Photoshop alongside After Effects, and slow-motion footage of dogs.
At that point stud and breeding adverts were almost entirely static graphics. I started building animated banners instead, where the dog itself moved inside the design using its own slow-motion footage. That was the first version of the LUXELENS standard: nothing leaves flat.
Composition, motion graphics, editing, presentation, canine marketing — the craft was already being built. The camera simply wasn’t in my hands yet.
The catalyst
The shoot that changed everything
I wasn’t the photographer.
Professional photographers came to my kennels to shoot my puppies. I was supposed to stand back. Instead I found myself deciding where we shot, how each puppy was positioned and held, which way it faced, what sat behind it, where the photographers stood, what angle the frame needed, and the small adjustments that made a picture work rather than nearly work.
I was directing the shoot without realising I was directing it.
At the end of the session they told me it was the best shoot they had ever done. That sentence stayed with me. I already understood the subject, the placement, the environment, the angle, the presentation and the final edit.
The only thing I wasn’t doing was holding the camera.
April 2023
Then I picked one up.
A camera, a lens, and no company behind me. My first subjects were my own dogs.
I trained the only way that actually works: shoot, look at what came back, change the settings, change the angle, change the light, edit it, then go out and do it better.
Shoot. Review. Edit. Improve. Repeat.
Because the editing already existed, photography never became a separate skill. It joined a process. I wasn’t learning to operate a camera — I was learning to build the whole finished result, from the first decision to the last grade. The same meticulous approach that surfaced at that puppy shoot was now happening from behind my own camera.
Why dogs
None of this works without the animals
“Fact of the matter is, I trust dogs more than I trust humans. Nothing like that dog love, I’m telling you…”
That line explains the whole company better than any brief could. My love for dogs — and animals in general — came before the design work, before the camera and before the company.
This is me and Gucci La Diabla, one of my own productions, during a shoot in Canary Wharf. She isn’t a subject I was hired to photograph; she’s the reason I learned how to photograph properly in the first place.
Patience with an animal is a skill. Read the dog, wait for the moment, never force it. That patience is exactly what LUXELENS brings to people, events and brands too.
Content before followers
Photographs were never the point on their own
What interested me was what happens when photography, video, editing, creative direction and consistency work together — how that builds attention around a dog, a kennel, a personality or a business.
An important early example was BigBullyKennels_uk, after the acquisition of Hercules. I told him I’d help make him famous. Other photographers were used during that period too — not every frame was mine. My part was the creative and content side: material was reviewed, selected and sent to me, and I built the edits, graphics and social content around it.
The question stopped being “is this a good photo?” and became “how do we turn what we have into content people actually want to follow?”
Alongside the wider team and the work surrounding the account, BigBullyKennels_uk grew to roughly 250,000 followers. Gucci La Diabla grew from around zero to about 27,000. Other accounts and projects followed. Audience growth is never down to one person or one camera, and I don’t promise numbers — but contributing to the creative strategy behind results like those shaped how LUXELENS thinks about content today.
Behind the camera
Separate skills became one workflow
As the photography got stronger I stopped relying on other photographers and produced the work myself. Direction, camera and edit finally sat in the same pair of hands — and that’s where the visual identity that became LUXELENS started to form.
- Direct.
- Shoot.
- Film.
- Edit.
- Deliver.
Across the UK
What began with my own dogs turned into private clients, kennels, events, individuals, businesses and brands. The training became real shoots. The shoots became clients. The clients became travel. The travel became a portfolio.
France & Europe
Then the work crossed the border. Shoots in France — including work with Monstrous Bully Kingdom, based in France — and further across Europe, for kennels and private clients across the UK and Europe.
UK. France. Europe.
Events started noticing
Coverage beyond individual clients
Photography, videography, editing, direction and social content in one place started attracting attention beyond single shoots. That brought experience around genuine events and organisations — UKBKC across the UK and Europe, The Sinatra Event, and other events documented in the LUXELENS portfolio.
Event work sharpened everything: no second takes, difficult light, moving subjects, and a full edit expected quickly afterwards.
Beyond canine
The craft was built with dogs. It isn’t limited to them.
Understand what’s in front of the camera. Control the environment. Find the strongest perspective. Direct when it’s needed. Make the image. Build the story around it. Finish it properly in post.
That applies to a champion bully, a launch event, a car at dusk, a family, or a brand’s product line. Canine work remains a real LUXELENS specialism and part of the company’s DNA — but LUXELENS today is a broader visual-content business.
2023 → 2026
Three years of building
Three years went into working, travelling, shooting and improving: getting further inside the equipment, developing the videography, refining the editing, learning colour and post-production properly, keeping Photoshop and After Effects in the workflow, and building filmmaking habits through real client work rather than theory.
UK shoots. France. Europe. A portfolio. Relationships. Equipment reinvested in, step by step. Nobody finishes learning this — but three years of practical work turned an experiment into a serious operation.
So in 2026 the target changed. It was no longer “get better with the camera”. It was invest in the business.
Three years after picking up the camera, it was time to build the company.LUXELENS LTD.
2026
LUXELENS LTD
LUXELENS is no longer run shoot to shoot. The company is being built with infrastructure around the whole client journey — from finding LUXELENS, to booking, to payment, to the shoot itself, to project management, to private galleries, to final delivery.
luxelensglobal.com is part of that. It isn’t a portfolio with a contact form; it’s the operating platform for the next stage of the business.
London is home base. LUXELENS works across London, the UK, and Europe & Worldwide: straightforward package booking in London with no travel fee, package booking with automatically calculated travel across the UK, and a personalised quotation for Europe & Worldwide projects.
- Photography
- Videography
- Social content
- Event coverage
- Business & brand content
- Canine content
- Editing & post-production
- Bespoke creative projects
The chapters
From a Photoshop file to a company
- 01
The creative foundation
Photoshop pedigree designs, breeding announcements, stud banners and animated canine content built from slow-motion dog footage in After Effects.
Before the camera
- 02
The shoot that changed everything
Directing a professional puppy shoot at my own kennels — environment, placement, handling, angles — and realising the eye was already there.
The catalyst
- 03
Picking up the camera
A camera, a lens and my own dogs. Shoot, review, edit, improve, repeat.
April 2023
- 04
Behind the content
Photography, filming, editing and creative direction stop being separate skills and become one workflow.
2023 onwards
- 05
Building audiences
Creative and content work around accounts including BigBullyKennels_uk and Gucci La Diabla.
Content strategy
- 06
Across the UK
Private clients, kennels, individuals, businesses and brands. The training becomes real shoots.
The camera starts travelling
- 07
France & Europe
Shoots in France — including work with Monstrous Bully Kingdom, based in France — and across Europe.
International work
- 08
The events
UKBKC across the UK and Europe, The Sinatra Event, and further genuine event coverage.
Events start noticing
- 09
Beyond canine
Events, businesses, brands, people, automotive, social content and wider creative projects.
Broader visual content
- 10
Three years of building
Shooting, travelling, editing, developing colour and post-production, investing into equipment and capability.
2023 → 2026
- 11
LUXELENS LTD
The next investment isn't another shoot. It's the business itself.
2026
- 12
luxelensglobal.com
Booking, payments, project management, galleries and delivery — one platform around the whole client journey.
The platform
- 13
What's next?
Bigger projects. New destinations. The next chapter.
Ongoing
2023 was the beginning
The next chapter starts now.
What began with directing the placement of puppies during somebody else’s shoot became a camera in my own hands. That camera travelled across the UK. Then France. Then Europe. Three years later the focus isn’t the next shoot — it’s what gets built around it.
LUXELENS LTD · luxelensglobal.com · 2026 — bigger projects, new destinations and a full platform behind the brand.
The camera that started with my own dogs is now ready to go wherever the next story takes it.
And this time, we’re only getting started.
Prefer to talk it through first? Start a project enquiry.
