LENS CREATIVE is a boutique talent and creative agency founded by James Atkinson and Kyle Rawson.

After years inside the industry, we witnessed a shift — from community-led creativity to volume-driven campaigns, undervalued usage, and short-term thinking.

Longevity became secondary.

LENS Creative was built in response to that shift.

We represent a carefully curated roster of creators across beauty, lifestyle and culture, taking a strategic, hands-on approach focused on meaningful partnerships, transparent negotiations and long-term career growth.

LENS Creative is launching very soon.