Sum Effect Studio

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Sum Effect Studio Commercial Photography & Filmmaking studio based in Perth AU. Led by human Matt Reed.

We’ve never seen another business do this. Ever. Our experience with Digit over many years has been flawless. Remarkable...
29/09/2026

We’ve never seen another business do this. Ever.

Our experience with Digit over many years has been flawless. Remarkable, really. Worth understanding how if you are in business.

Thanks Digit for being a truly valued long term partner. 💛

Fremantle Dockers purple and proud 💜💜💜
25/09/2026

Fremantle Dockers purple and proud 💜💜💜

~ Wyjup Chardonnay 2024 ~ A special bottle. A special collection. We loved collaborating on the creative and photography...
08/09/2026

~ Wyjup Chardonnay 2024 ~

A special bottle. A special collection. We loved collaborating on the creative and photography.

The 2026 Wyjup Collection from Plantagenet Wines brings together six wines, made in very limited quantities from exceptional parcels of their Wyjup Vineyard in Mount Barker.

Each bottle is individually numbered.

Each one gets its own moment.

Starting with the Chardonnay.

Beautiful.

Product launch of The 2026 Wyjup Collection.�
📌 Fremantle, Australia�
With Plantagenet Wines�
Production: Sum Effect Studio
�Photography Crew: Matt Reed, Ryan Langford
�Retouching: Matt Reed
© Sum Effect

~ NovaRugged ~The brief from Liberator Australia called for communication, connection and joy.And we definitely got the ...
08/09/2026

~ NovaRugged ~

The brief from Liberator Australia called for communication, connection and joy.

And we definitely got the joy.

Photographing the launch of NovaRugged, an Augmentative and Alternative Communication (AAC) device, what struck us was seeing Hannah simply participating in life. And in a wonderfully expansive way.

Talking with her family. Playing with her brother and sister. Being part of what was going on around her. Her communication device just went with her.

We’d allowed around two hours for the photography and ended up spending closer to three.

That time mattered.

It gave us the chance to get to know Hannah and her family, build some trust and let them lead the interactions rather than trying to manufacture moments for camera.

Less directing. More observing.

Elliot Ramsay also quietly documented what was happening around us while we worked. His beautifully considered behind-the-scenes stills capture another side of the project. The space, patience and people around the finished photographs.

Thanks to Ben and the team at Liberator Australia for the trust, and to Hannah and her family for being so wonderfully open with us.

• Project with Liberator Australia.
Perth, Australia
Production: Sum Effect
Photographer: Matt Reed

“Climb the dune, take the photo” said the whisper.Accidentally, over the years, I’ve wired myself for “take photos” to m...
31/08/2026

“Climb the dune, take the photo” said the whisper.

Accidentally, over the years, I’ve wired myself for “take photos” to mean: understand the brief, fill in the gaps, over prepare, exceed expectations, leave no stone unturned, better better better, shortlist, edit, deliver.

Quite the load.

I can count on one hand how many times in the last year I’ve picked up a camera just for fun.

It was Saturday. I knew which dune the whisper was referring to. Injidup Beach.

So I headed there, climbed the dune and took this photo.

Along the way, chatted to a young couple fishing who got married last year.

Walked a length of the beach with a surfer, talking about the ocean, surfing fitness (or lack of), and birds.

Sent some phone pics of Inji to a few mates and had random chats.

As Joe McNally Photography often says, there’s food for the table and food for the soul.

This was a soul day.

The Margaret River Region Australia's South West

~ The Arden ~A beautiful display home tucked into the established surrounds of Shenton Park. Sanctuary spaces, internal ...
28/08/2026

~ The Arden ~

A beautiful display home tucked into the established surrounds of Shenton Park.

Sanctuary spaces, internal courtyards, greenery, and light that changed the feeling of the home throughout the day.

Across three days, we created a library of stills and motion with Lateral Aspect - The Creative Agency and Coast Homes, moving between the design and details, people living within the spaces, and those quieter connections to light and nature.

A considered body of work created to support a two-year campaign, which comes to an end this weekend. If you’d like one last look, now’s the time to pop in before the most recent lucky winners of MSWA Mega Home Lottery Grand Prize move in!

Thanks for trusting us with this one, Jasmin and Dean.

It’s been a while.Hello sunshine. Any light rays your end, Padawan?
24/08/2026

It’s been a while.

Hello sunshine.

Any light rays your end, Padawan?

We’ve unplugged for our summer break, choosing to experience life with fewer digital attachments and more salty air. Tun...
22/12/2025

We’ve unplugged for our summer break, choosing to experience life with fewer digital attachments and more salty air. Tuning into long days, open spaces, and the gentle rhythm and whispers of nature.

Thank you to our team, industry friends, and clients for walking alongside us through 2025. Your trust and care have made the year meaningful.

Warm and bright wishes of the festive season to you and yours.

We’ll be back in early January 2026.

Matt and the Sum Effect team 😎

Address

Bibra Lake, WA

Telephone

+61865000229

Website

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