From New Orleans Roots to Austin Excellence: The Story of ATXLens
Two Decades of Visual Storytelling
My name is Bjarne Haug, and I’ve been a professional real estate photographer since the industry’s early days nearly 20 years ago. My journey began in 2008 when I founded Papilios in New Orleans. The company gained rapid traction, and by 2012, it evolved into IMOTO.
At IMOTO, we saw incredible growth, doubling our revenue year over year. After a decade of scaling the business and joining the IdeaVillage incubator program, the company was successfully acquired in 2021. Following that exit, I found my new home here in Austin, Texas.
A Business Mindset with a Photographer’s Eye
I’ve always approached photography through a business lens. Before moving to the U.S., I ran several small companies in Denmark. I knew early on that traditional employment wasn’t my path; starting fresh on the other side of the planet was a challenge, but it gave me the focus I needed to build something I was truly passionate about.
While photography began as a hobby, it became a business when I started looking at international real estate. I noticed a glaring lack of high-quality imagery, which led to the creation of the platform model that fueled IMOTO’s success.
Why ATXLens Focuses on the Essentials
In today’s market, many marketing firms try to be “everything” companies—offering complex videos, virtual staging, and high-end floor plans. However, at ATXLens, we’ve chosen to go back to the core: exceptional photography.
My experience at IMOTO taught me a vital lesson: fewer than 20% of listings actually require those “extra” products. With the advent of AI, those add-ons are becoming easier than ever to acquire elsewhere. That’s why ATXLens concentrates its efforts solely on the art of the still image.