Aspect Rental: Building a Service-Led Camera & Lighting Hire Company in London
- Duncan Martin
- Mar 31
- 4 min read
A lot can change in a short space of time. For Aspect Rental, the past year has been one of evolution, growth and, in many ways, a return to what matters most.
We sat down with Duncan, founder of Aspect Rental, to talk about the journey so far, the recent changes in the business, and what’s next for this London-based camera, lighting and AV rental company.
Q: Aspect Rental has come a long way already. What inspired you to start the company?
I wouldn’t say it’s about carving out a niche as such. I’ve been in this industry for a long time, having founded Pro Motion Hire back in 2005. Back then, we grew quickly, supplying camera and lighting equipment, particularly for feature documentary work. At one stage we had four offices across the UK and around 60 staff.
Looking back, one of the biggest learnings was that growth doesn’t always equal alignment. We didn’t always stop to ask where our real sweet spot was, where we were truly delivering the best service and most value to our clients.
With Aspect Rental, that’s exactly what we’re focused on. It’s about reconnecting and making sure our service, our equipment offering and the way we support productions are properly aligned with what clients actually need.
Some of our clients have worked with us for many years, while others are discovering us for the first time, and that clarity of purpose is something we want everyone to feel.
Q: You’ve recently brought Connor Sargent on board and taken on the going concern of Soho Broadcast business. What was behind that decision?
There’s been a lot of change in the film and TV equipment hire space over the past few years, and opportunities do come out of that.
The Soho Broadcast transition was one of those. Paul Jackman the owner was looking to retire, and we saw an opportunity to support the existing client base properly and carry that business forward in the right way.
A big part of that was bringing Connor Sergeant on board. He was already closely connected and pivotal to the business, and bringing him into Aspect Rental gives us real strength moving forward.
Connor is playing a key role in shaping the direction of the company. He’s very much at the forefront of what we’re building, both in terms of client relationships and how we develop our service offering. It’s important to us that this isn’t just about acquiring something, but about building on it and improving it.
Q: You’ve also moved into a new premises in Waterloo. How important is that for the business?
It’s a big moment for us.
Not everyone knows this, but for the past year we’ve actually been operating out of our family home in Bromley. In many ways that worked, because ultimately our business is about service rather than just space, but it did come with limitations.
Moving into our own premises changes things. It allows us to operate more efficiently, hold more equipment, prep jobs properly and welcome clients in.
What makes it even more special is the location. We’re now in Waterloo, just a couple of doors down from where we originally started Pro Motion Hire back in 2005. So it’s a real full-circle moment.
It’s a brilliant area for a camera and lighting rental company. We’re central, well connected, and close to many of our clients. There’s a great community around here, good transport links, great pubs! and it’s simply a nice place to work from.
Q: Your new website has just launched as well. What were you aiming to achieve with it?
The website is really about reflecting who we are as a business today.
We wanted it to feel approachable and easy to navigate, while still showcasing the breadth of equipment we offer across camera hire, lighting hire and now more AV-focused solutions.
But more importantly, it’s about communicating how we work. We are a service-led, solutions-based rental company. The equipment is obviously important, and we’ve invested in a strong range, but what matters most is how we support our clients.
The website should make it easy for people to browse what we have, but also encourage them to get in touch. Even if something isn’t listed, we can almost always source it, advise on it, and deliver it as part of a complete package.
We don’t want to just be a kit list. We want to be a partner that helps productions get the job done.
Q: How would you describe Aspect Rental today?
At its core, Aspect Rental is a London-based camera, lighting and AV rental company built around service.
We support a wide range of productions, from documentary and non-scripted TV through to branded content, interviews and EPK/Corporate shoots. A lot of our work is fast-moving and requires flexibility, which is where our experience really comes into play.
Everything we do is centred around being helpful, responsive and solutions-focused. Whether that’s building out full equipment packages, supporting last-minute requests, or advising on the best approach for a shoot, we want to make the process as straightforward as possible.
Ultimately, we’re here to take the pressure off production teams and deliver reliable, high-quality equipment hire with a level of service that people enjoy working with.
Looking Ahead
With a new premises in Waterloo, an expanded team, and the integration of Soho Broadcast, Aspect Rental is entering its next phase with a clear sense of direction.
The focus remains simple: provide a high level of service, offer the right equipment, and build long-term relationships with clients across the film and TV industry.
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