Elevator Pitch: Meet Merphi Panaguiton of ATOMM Studios
Lights, camera, ATOMM!
It all began with a shared passion for photography. In the middle of the pandemic — at a time when nothing felt certain — Mercella “Merphi” Panaguiton and her sister, Thea Panaguiton, took a bold leap of faith. Driven by a desire to give Filipinos access to high-quality, professional portraits they could take themselves, they launched ATOMM Studios, the Philippines’ first self-photo studio.
Today, Merphi serves as the brand’s Co-Founder and Creative Director, shaping an experience that goes beyond simply taking pictures. In her interview with The Beat Manila, she shared the inspiration behind ATOMM’s creation, the challenges they faced in starting something new, and what clients can expect when they book a session — from the creative freedom to the intimate, empowering atmosphere. Merphi also opened up about her journey as a creative entrepreneur and offers thoughtful advice for those hoping to build something of their own in the industry.
Building a Business From What You Love
A photo studio may not have been part of Merphi’s original plan, but her relationship with photography stretches all the way back to her college years. A lifestyle photographer at heart, she took on gigs whenever she could, even launching a small passion project called “The Kind Universe,” where she turned her photographs into charming merchandise like tote bags and notebooks.
Though her creative roots run deep, Merphi pursued a marketing degree at the University of Asia and the Pacific and later built a corporate career at ABS-CBN, spending five years as a digital marketing strategist. After her stint in the media giant, she took an unexpected leap — moving to Spain to teach English to grade-schoolers — a pursuit inspired by her love for travel and the desire to explore a completely different side of herself.
The entrepreneur shared how she was residing there during the pandemic and was stuck there until she was able to come home in 2021.
“I realized it wasn't for me. So I went home. I went home without any vision of going back to corporate. I really didn't have any plans. In between those years, I had the baby business called ‘The Kind Universe’ where I sell my photos through tote bags and notebooks, showing that life can be easy and kind even though it’s hard or uncertain.”
It was her sister who first floated the idea of a self-photo studio, a concept already booming in South Korea. At the time, nothing like it existed in the Philippines. With the pandemic creating a demand for low-contact services and the opportunity to be first in the market, the idea simply made sense. Combining Merphi’s strengths in photography and marketing with her sister’s business expertise, the two teamed up to bring ATOMM Studios to life.
“She was like, ‘Let's do something we like to do.’ So we had to backtrack on what I like to do, and that was photography. At that time, I had been bummed for the past four months. When I arrived in the Philippines, I didn't do anything. And they were actually getting concerned. I've been hustling for the past seven years — so hard to the point that I burned out.”
Merphi also shared a funny story of how they had originally planned to name it “Toma,” a Spanish term that meant “to take.” However, when she had looked up the word from a Filipino context, she was surprised to discover that it meant “to drink alcohol.” Not wanting her business the be referenced as such, Merphi and Thea decided to brainstorm a new name. They came up with “ATOMM” by rearranging the letters.
Apart from this passion project, the two sisters are also handling food franchises, but Merphi noted that running ATOMM was a completely different experience, considering it was something new and there wasn’t a blueprint to run the business with.
“We were just courageous enough to start something new. Something that we can explore and really put our own touch into.”
The creative director also pointed out that she felt it was a market need at that time, stating, “We needed a convenient photo studio. Everybody would want to have nice photos at some point in their life, and it's hard to get that unless you have a nice camera. So I wanted to address that — that sweet spot wherein we need to give Filipinos a chance to have nice portraits. Not just solos, but also group photos with family or barkadas (friend groups).”
When asked about the challenges of starting the business, Merphi shared that launching ATOMM in the middle of a pandemic was no easy feat. With no existing blueprint or business model to follow, they had to build everything from the ground up — improvising, experimenting, and constantly reassessing how the studio should operate.
Despite their limited resources, the sisters made the most of what they had by leaning heavily into social media. Merphi’s digital marketing background proved invaluable, and shortly after they created their online pages, ATOMM began to gain traction. People started sharing their posts, bookings quickly filled up, and influencers soon followed. What began as a simple idea steadily grew into a full-blown trend.
Looking back, Merphi expressed her excitement at the studio’s trajectory — how a passion project transformed into a thriving business. For her, ATOMM stands as proof that entrepreneurship doesn’t have to be driven purely by profit. It can also be fueled by joy, creativity, and the desire to build something meaningful.
“I said maybe this is a perfect platform where we can practice trusting in the divine timing,” she told The Beat Manila, saying that entrepreneurship is equal parts planning and timing.
ATOMM Studios offers more than just a chance to take professional photos, but encourages its clients to celebrate the big and little joys of life. The co-founder noted how they advocate for authenticity. This is translated through their photos, which are edited but not photoshopped, and only touch up on the color.
When asked how ATOMM balances guiding customers and giving them the freedom to take photos their own way, Merphi explained that it all boils down to the experience they offer.
“We wanted people to feel like they are welcomed. That they feel safe in that space and feel taken care of. Basically, the moment they book in our studio, we make sure to take care of our clients until they get their photos, guiding them and explaining to them what to do.”
The studio embraces a minimalist aesthetic: cream walls, clean lines, light wood accents, and warm lighting that create an inviting, comfortable atmosphere. Merphi described ATOMM Studios as a hybrid photo studio, blending traditional and modern processes. While it functions as a self-shoot studio, staff members are always on hand to guide clients through each session. At the same time, a curated photo wall offers pose inspiration for those who want it. Clients are encouraged to relax, have fun, and express themselves freely. “The choice is yours,” Merphi emphasized.
Sessions are based on the number of participants and the chosen duration. Each person costs P400, while photoshoot durations range from five minutes (P200) to one hour (P1,400). This means a solo shoot can go for as low as P600 for a five-minute session.
For fur parents, ATOMM Studios is proudly pet-friendly, allowing you to include your furry companions in your photos. Pets are charged at P500 per pax, but your first pet joins for free!
ATOMM Studios also operates on a booking basis, but would sometimes take in walk-ins if schedules aren’t full. However, it’s highly encouraged to book a slot to ensure that the team will be able to provide you with the best service possible.
“We really want to keep the energy and the sacredness of the experience. We want to practice respect for the business and for the clients who have already booked in advance. To get to the studio, it has to be intentional. This is a space where you’ll make moments you’ll remember forever. The space is a reflection of us and a reflection of our clients. So that’s how we want to keep it going.”
She also shared that something she’s really proud of is the photos her clients receive, as they’re not your typical print and go. But again, it’s the experience that sets them apart.
“It’s the ATOMM feel,” she said. “It’s what keeps people coming back. It’s even become a tradition for some of our clients, and I think that’s our advantage, being ahead in the game. We wanted people to feel special. They can celebrate their most authentic selves by taking photos in our studio. That’s where we really position ourselves.”
As for what’s next for ATOMM Studios, Merphi shared that they’ve already begun expanding their services, such as the photobooth, which can be rented out for events. They’re also looking into more cities to establish new branches in the metro.
“Our vision is really to give Filipinos an opportunity to have nice photos. We want to cater to as many Filipinos as we can.”
Additionally, they’re also exploring a new type of service called a roving photographer, which is a hired photographer for events. Merphi expressed her excitement over this new offering, saying how she’d be able to return to her photography roots.
Beyond plans to expand, Merphi stated that their main goal is to continue providing the best service for their clients. When asked if she had any advice for creatives who wish to create something meaningful, she replied, “Find something you love to do, and at the same time, find something that will give you stability. In the span of four years in the creative industry, I learned that there’s a balance that you have to play with, which is how you survive and how you enjoy while surviving. I don't want to just survive — I want to practice living life, because we deserve it. Filipinos deserve a good life. Also, it starts with you. When you start with yourself, the rest will follow. So my advice is you have to keep yourself as authentic as possible.”
Sessions can be booked here. For inquiries on their other services, you can contact them via email at hello@atommstudios.com.
Follow Merphi on Instagram. To know more about ATOMM Studios, visit their Facebook, TikTok, and Instagram pages.
Locations:
ATOMM Studios QC
Address: Unit 201-A, Lot 6 Blk 7 Batasan-San Mateo, Quezon City
Operating Hours: Saturday and Sunday, 1 PM to 8 PM
ATOMM Studios Makati (Pop-Up)
Address: Mezzanine 1, LPL Center, Leviste Street, Makati City
Operating Hours: Saturday and Sunday, 1 PM to 8 PM
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