From bungy jumps to big brands: Alex Sutherland signs with Reel Factory

AUCKLAND, Today: We’re thrilled to welcome the hugely talented Alex Sutherland to the Reel Factory directors roster – a filmmaker known for bold ideas, cinematic flair and a knack for performance-driven storytelling.

“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 descendant of Ngāi Tahu and a wild mix of colonial convicts and whalers, Alex grew up in central Auckland fuelled by Tintin, Matchbox Cars and surrealist stop-motion.

His deep understanding of cinematic genres and storytelling lets him express brand ideas with sharp visuals, humour and energy – whether it’s actors, animals, or even cars in the spotlight.

Alex moves effortlessly between moods, from quirky comedy to more serious work. His short film When Nobody Was Looking explored institutional racism and child abuse in 1970s New Zealand.

“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.” – Dan Watkins

Then there’s The Jump – his award-winning short about the first-ever bungy jump, told with humour and adventure.

“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.

He kicked off his career with a Masters in film from Elam, before filming a video diary for Peter Jackson and directing iconic music videos for top Kiwi artists.

Known for his collaborative spirit, Alex has built lasting creative relationships with both local and global brands across campaigns for Mitsubishi, Whittakers, Spark, Speight’s, McDonald’s, Toyota and more.

• Check out Alex’s reel here