About Us

Company Profile

PROFILM TRADING L.L.C

About Us

Founded in 2017 by a group of passionate filmmakers and photographers, PROFILM started as an online platform dedicated to guiding creators through practical advice, reviews, and educational content. Our journey began on websites and social media, where we provided valuable steps and insights for aspiring professionals in the film and photography industry.

In 2020, our founder Mohammed Alshaban officially established PROFFILM as a licensed company in the UK as PROFFILM LTD expanding our services to provide professional consultancy, gear recommendations, and expert opinions. We became a trusted source for filmmakers and photographers seeking the right tools and knowledge to enhance their craft. During this period, we also delivered online training programs across multiple countries, including Saudi Arabia, empowering creators with professional skills.

By 2022, PROFILM took a major step forward with the opening of its first office in Dubai, UAE, under the legal name PROFILM PHOTOGRAPHIC EQUIPMENT & ACCESSORIES TRADING L.L.C. This marked the beginning of our expansion in the Arab World, where we grew to become a leading hub for filmmaking and photography solutions. Later, the company name was officially changed to PROFILM TRADING L.L.C.

In 2024, the UK entity was rebranded as PROFILM GROUP LTD, now serving as the parent company that oversees all PROFILM activities in Europe and the Middle East.

Today, PROFILM proudly owns two registered trademarks in the UK:

Technowhale
Xria

Beside its online store, PROFILM has grown into a thriving online community aimed at educating and inspiring photographers, videographers, and creative professionals. It is now recognized as one of the top resources for photography lighting, gear reviews, business tips, behind-the-scenes content, and industry news.

PROFILM

PROFILM is for all filmmakers and photographers—from beginners to professionals, as well as anyone interested in the latest developments and technologies in the field. We help our audience bring their film and photo projects to life by showing them the right tools and techniques.

We aspire to see professional photographers and filmmakers telling real stories, which is why we go beyond theoretical reviews. Wherever possible, we incorporate our tests and reviews into real projects and provide practical, real-life feedback on gear performance.

Our Mission

At PROFILM, we are more than just a distributor. We are an education, production, and sales hub dedicated to promoting the art of still and moving images. We empower creators by offering knowledge, training, consultancy, and the right tools to bring their creative visions to life.

Our Vision

To become the Arab World’s leading source of knowledge and solutions for filmmakers and photographers—supporting independent creators, building stronger communities, and fostering a deeper appreciation for the art of storytelling through film and photography.

Our Values

ARTIST-RUN: Promoting artistic achievement and excellence.
DIVERSITY: Reflective of our community.
INDEPENDENCE: Providing a platform for expression to a wide range of voices and approaches, supporting the filmmaker and photographer as artistic creators.
CREATIVITY: Fostering innovation, new directions, and fresh ideas.