Meet Matt Reed

Business Owner, Australian Commercial  Photographer & Filmmaker

I grew up on a family farm in the Wheatbelt. 

My early days were spent exploring outdoors. I had space to make all sorts. From scale models of Dad’s shed from matchsticks, to go-karts, to music.

I play the guitar, didgeridoo and can tap out a rhythm.

My primary school was a two-room building for 18 kids, 2 others my age.

I learnt early how to relate to mother nature, the cycles of life and people of all ages in a small country town.

Moved to Perth to finish school. Did a business degree. Started out working in bigger businesses.

First held a camera in my 20s.

In the last 20 years, have had the camera in hand for more than 5,000 commercial shoots.

Currently my job is to create photos, video and films that help businesses make genuine, positive and lasting connections with audiences.

A big part of this is exploring the stories of people in those organisations and what leads them to #FeelProudWalkTall.

My work takes me into all kinds of unpredictable environments—tight deadlines, shifting briefs, and high expectations.

Over the years, I’ve honed a way of seeing—spotting strong images in any setting, no matter the constraints.

I love my job! I get to hang out with a lot of good people. I love new experiences, new products to showcase, new stories to tell.

I really enjoy working in teams that pull together collaboratively. Working with a rock-solid “sum of parts” team led to my current business name, Sum Effect. It started here. 

My studio is in Perth, Western Australia. It’s by the beach (happy place) and close to my favourite foodie hangouts.

I’m well-travelled throughout Australia, UK, Europe, USA, UAE, Japan and New Zealand for work, to live, learn and play.

I feel like I’m just getting started.