Team
For exceptional results, we have an exceptional team.
Exceptional results come from a team that works together seamlessly. At Sum Effect, our stills photography and video production team bring a wealth of experience, creativity, and collaboration to every project.
We work side by side every day, refining our craft and building the kind of synergy that only comes from time and trust.
Other valued creatives join us when their unique skills are needed, ensuring we have the right expertise for every project.
Together, we create strong, confident visuals that showcase who you are, whether through photography, video or film, delivering work that feels genuine and makes you feel proud.
Matt Reed
Commercial Photographer & Filmmaker
Matt has spent over 20 years refining his craft; blending creativity, adaptability, and an intuitive eye to capture strong, striking visuals in any setting. A natural collaborator, he thrives on working closely with clients and his team, always ready to explore fresh ideas and creative challenges. His relaxed, approachable nature fosters a positive, dynamic environment where great work happens. Whether behind the camera or shaping the vision of a project, Matt is most at home bringing ideas to life with the people around him.
Andrew Souders
Senior Producer at Wonderful Machine
Andrew draws on his deep producing experience with Wonderful Machine to help scope and price projects with precision and care. Based in Philadelphia, with a background in fine art and over a decade producing still and motion work of every scale, he brings a refined eye for what a project needs to succeed and a calm, worldly perspective. Andrew ensures every project is set up beautifully from the start, balancing creative intent with practical detail so each production runs smoothly and feels effortless.
Lisa Reed
PRODUCER & STUDIO MANAGER
Project Crew
Jessica Correia
Production Assistant
Since graduating with a degree in Film and Communications, Jess has jumped into the world of production, taking on a variety of exciting commercial projects. Known for her blend of friendliness and persistence, she’s dedicated to making every project run smoothly, always working hard behind the scenes from start to finish. Jess brings energy and a smile to every task, helping bring ideas together with enthusiasm and attention to detail.
Henry Whitehead
Commercial Photographer & Filmmaker
With over 12 years in photography and filmmaking, Hen is a key member of our photo and video production team at Sum Effect. Known for his humility, creativity, and technical expertise, he brings a calm, innovative approach to every project. As Matt’s trusted wingman on cameras, Hen’s keen eye for colour and composition, honed through his art school training, ensures every shot is perfect. Clients and the team alike love his ingenuity and dedication to delivering exceptional results.
Justine Kiggen
Food, Drink & Product Stylist
With 20+ years of experience in food and drink styling, Justine brings a wealth of creativity and precision to every project. Originally a food stylist and magazine Food Editor in South Africa, she now calls Perth home, where her meticulous preparation and extensive prop collection are integral to bringing our creative concepts to life. Justine works closely with clients to craft beautiful, mouth-watering visuals that make their products shine.
Kate Campbell
VIDEO EDITOR
With over five years of experience as a video editor, Kate has worked across advertising, corporate projects, and short films. At Sum Effect, she shapes final brand videos, product videos and brings her creative flair to branded films. Known for her fresh perspective, she balances creativity with a calm, reasoned approach, infusing every project with energy and passion.
Kim Wood
BRAND & GRAPHIC DESIGNER
With over 20 years of experience, Kim shapes and nurtures the Sum Effect brand through intuitive design. From colours and fonts to tone and imagery, she ensures our brand identity is always clear and consistent. Based in Perth, Kim’s sharp artistic eye and pixel-perfect graphic design elevate every client project, strengthening deliverables and creating visuals that resonate with our audience.
Cevrina Reed
CATERING & STUDIO CARETAKER
We call Cevrina the Studio Fairy because magic happens whenever she’s around. With her keen eye for detail, she keeps the Sum Effect studio spotless, inviting, and ready for action. Whether it’s on projects delivering lunch, filling the fruit bowl, or keeping the chocolate jar stocked, Cevrina ensures the studio runs smoothly, making it a home-away-from-home for the team. Her behind-the-scenes magic keeps us focused and creative, every single day.