Director Alex Sutherland Joins Reel Factory

Reel Factory is stoked to announce the addition of the talented Alex Sutherland to its directors roster.

“Alex has a unique talent for blending engaging performance with well-timed humour, especially when working with kids. His ability to create stunning visuals and memorable moments makes for standout work,” says Dan Watkins, Reel Factory company director.

A descendent of Ngāi Tahu, and a motley crew of colonial convicts and whalers from Kaikoura and the Marlborough Sounds, Alex was born and raised in central Auckland on a diet of 'Tintin', Choose Your Own Adventure books, Matchbox Cars and Czechoslovakian surrealist stop-motion animation.

With a deep understanding of cinematic genre and storytelling, Alex’s work continuously expresses ideas, brands and products with style, action and humour. With the audience always firmly in mind, his filmmaking creates memorable images, and highly engaging performances from actors, kids, animals and cars alike.

Alex seamlessly navigates a diverse range of genres, from the intense and thought-provoking to the light-hearted, quirky and comedic. His short film 'When Nobody Was Looking' delves into the gripping tale of an entomologist uncovering institutional racism and child abuse within 1970s New Zealand's government. In contrast, his award-winning 'The Jump' takes a playful turn, chronicling the exhilarating origins of the world’s first bungy jump.

"Reel Factory's kaupapa and approach to modern commercial film making is unique, creative and exciting. I’m stoked to be working with Dan, Danelle and the crew at RF, and can’t wait to get stuck into their amazing, big shed of film making tools!” says Alex.

Alex embarked on his filmmaking career with a Masters in film from Elam Art School, shooting video diary for Peter Jackson and directing award-winning music videos for some of New Zealand’s most iconic musicians.

A natural collaborator, Alex has nurtured enduring creative partnerships, with both local and global brands, directing commercials for Mitsubishi, Toyota, Spark, Speight’s, Steinlager, Kiwibank, Whittakers, Westpac, McDonald’s, Ford, The Warehouse, Holden and many more.

​Check out Alex’s reel here, and get in touch with Dan to chat more about collaborating with Alex.