Chris Sutherland on Leading KODE’s New Photography Division
KODE has long been known for its boundary-pushing work in film and commercial production, and now, they’re making a bold move into the world of photography. With the launch of KODE Photo, the company is solidifying photography as a core pillar of its creative offering, integrating stills within its established production expertise.
At the helm of this new division is Chris Sutherland, an industry veteran whose career has spanned everything from assisting top photographers to leading major campaigns as an agent. Now, as KODE’s newly appointed head of photo, Chris is ready to shape the future of photography at the company.
With experience managing talent and delivering high-profile campaigns, Chris brings a deep understanding of both the creative and logistical aspect of photography production. His vision for KODE Photo is an ambitious one – building a global roster of top-tier photographers, fostering emerging talent, and ensuring KODE’s reputation for excellence extends into the world of photography. All this, led by the three main pillars of his creative career so far: “Collaboration, adaptability, and a strong creative vision.”
As KODE takes this major next step, Chris is set on making KODE Photo not only a go-to for brands looking for striking, high-quality imagery, but also a seamless extension of the already existing KODE legacy.
LBB’s Zoe Antonov sat down with Chris to find out more about his new role and what the future of photography at KODE looks like.
LBB> Congratulations on your appointment as head of photo at KODE! What excites you most about leading the company's new photography division, and what attracted you to this role?
Chris> Thank you! I’m incredibly excited to be joining a great team at KODE, and working alongside such passionate and talented people. We are here to build a roster of truly special and inspiring photographers. I am perhaps most excited by the opportunity to create and shape a photography division within an already well-respected company and to collaborate closely with the artists to help them achieve their career goals, be that running campaigns on the iMAX or partnering with their favourite childhood icon brands. I’m passionate about collaboration, and I can’t wait to work with such a creative and driven group of people to establish a department that not only produces outstanding work but also fosters an inspiring and supportive environment for everyone involved.”
LBB> You’ve had an impressive career, from being a photographer’s assistant to managing photo agency At Rare. How has your journey shaped your vision for KODE Photo, and what key lessons have you brought with you into this new role?
Chris> My journey has been shaped by working with incredible photographers, producers, and creative teams across a range of projects, each reinforcing the importance of collaboration, adaptability, and a strong creative vision. These experiences have given me a deep appreciation for the power of storytelling through photography and the impact of bringing the right people together to create something exceptional.
For KODE Photo, my vision is to build a diverse and dynamic photography division that not only supports in-house productions but also stands as a creative powerhouse in its own right. I’ve learned that the best work comes from an environment where photographers and producers feel supported and inspired, and that’s exactly what I want to foster here. By combining a strong roster of talent with a flexible, innovative approach, we’ll ensure KODE Photo becomes a go-to for both integrated and stills-led campaigns.
LBB> KODE has already established a strong reputation for creative work in film production. How do you see the photography division complementing the studio’s overall creative vision?
Chris> The photography division will be a seamless extension of KODE’s creative vision, enhancing our ability to tell compelling visual stories across multiple channels. By curating a diverse roster of photographers across disciplines and styles, we’ll ensure that back-of-TVC projects can be executed in-house with talent our production team knows and trusts.
At the same time, we recognise that some projects will require external expertise, and in those cases, we’ll collaborate with the best people to deliver outstanding results. Beyond supporting existing productions, our division will also lead stand-alone stills campaigns, ensuring photography is a key creative force.
Additionally, we’ll harness expertise from the wider KODE team, including something that we are all really excited about that is coming soon.
LBB> One of your key goals at KODE Photo is to nurture talent. Can you talk about the importance of building a roster that resonates globally, and how you plan to identify and develop the next generation of photographers?
Chris> Building a globally resonant roster is essential because photography is a universal language. At KODE Photo, we want to represent a diverse range of photographers – across disciplines, styles, and cultural perspectives – so we can offer brands and agencies fresh, relevant, and impactful visual storytelling no matter where they are in the world.
Identifying and developing the next generation of photographers is just as important as working with established talent. We’ll be actively seeking out emerging voices who bring new perspectives, whether through personal projects, social platforms, or industry networks. Beyond just signing talent, we want to create an environment where photographers can grow. Personally I'm also excited to work with new talent alongside our established artists where we can offer mentorship, creative development, and opportunities to collaborate with experienced producers, photographers and directors.
LBB> Given your background in both creative and logistical aspects of production, how will you balance artistic vision with the practical challenges when overseeing photography campaigns at KODE?
Chris> Balancing artistic vision with practical challenges is key to producing impactful photography campaigns. At KODE, we want to push creative boundaries while ensuring every project runs smoothly, on time, and within budget. The key to this is collaboration – working closely with photographers, producers, and clients to align creative ambition with logistical realities.
A big part of this balance comes from preparation. By assembling the right team for each project and ensuring clear communication from the outset, we can anticipate challenges before they arise. Whether it’s budget constraints, tight timelines, or complex shoot logistics, we’ll approach each campaign with a problem-solving mindset – never compromising on quality but always being adaptable.
Ultimately, the best work happens when creative and production work in sync and importantly enjoy it. Our goal is to create an environment where photographers feel supported in realising their vision while ensuring the final outcome meets both artistic and commercial objectives.
LBB> Photography and visual storytelling are evolving rapidly. Are there any current trends in the industry that you’re particularly excited about, and how do you plan to integrate these into KODE Photo’s work?
Chris> One is the shift toward more authentic, documentary-style storytelling – brands and audiences are looking for imagery that feels real, raw, and emotionally engaging. At KODE Photo, we’ll be working with photographers who bring that natural, unscripted energy to their work, ensuring our campaigns resonate with today’s audiences.
Another key trend is the merging of stills and motion. With the increasing demand for multi-format content across platforms, we’ll be curating a roster of photographers who are comfortable working across multiple disciplines. This will allow us to deliver seamless, integrated campaigns where stills and motion work hand in hand rather than feeling like separate elements.
Additionally, the rise of emerging tech and new digital tools is opening up exciting creative possibilities. While we’ll always champion human creativity, we’re also interested in exploring how tech can enhance storytelling and streamline internal processes.
LBB> You’ve mentioned that KODE Photo offers full-service solutions for photography needs. How will KODE’s existing expertise in production and storytelling enhance the division’s offerings?
Chris> KODE’s deep-rooted expertise in production and storytelling is a huge advantage for the photography division. With an established reputation for stunning content, we already have a strong foundation in visual storytelling, creative problem-solving, and seamless production execution. We can leverage this heritage in our photography division to help us deliver compelling narratives that elevate brands and campaigns.
Our experienced producers, directors, and creatives understand how to bring ideas to life efficiently and at scale, ensuring that photography projects benefit from the same level of strategic thinking and production excellence as our live action work. Additionally, by integrating stills and motion from the outset, we can offer clients a holistic approach to content creation, streamlining workflows and delivering cohesive visual campaigns.
Ultimately, KODE Photo will be an extension of what KODE does best – pushing creative boundaries, producing high-caliber work, and telling stories that resonate.
LBB> KODE has worked with major brands like Nike, Spotify and many others. How do you plan to leverage these relationships in your new role, and what types of projects are you most excited to take on?
Chris> KODE is in a unique position whereby stills campaigns come in through the directing roster presently which gives us great exposure to a wide range of brands. Which is exciting for the photography department’s growth and opens up great possibilities to offer our clients greater value.
LBB> Five years from now, what would you consider a successful milestone for KODE Photo?
Chris> I want to grow this department into an established powerhouse in photography where brands are coming to us for our talent, our expertise and culture.
