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Camilla Rutherford is a New Zealand advertising photographer and filmmaker specialising in sport, lifestyle, adventure and human-centred storytelling. Known for creating authentic, cinematic imagery, she combines the confidence to work in demanding outdoor environments with a natural ability to capture genuine connection between people. Camilla brings both scale and intimacy to commercial campaigns, working comfortably with athletes, real people, children and families. Her work is aspirational without feeling overly constructed, giving brands imagery that is visually strong, emotionally believable and grounded in real experience.
Behind the scenes
ANZ, Air New Zealand, Tourism New Zealand, The North Face, Mons Royale and Icebreaker are among the clients who have trusted Camillaโs instinct for emotionally resonant visual storytelling. Originally trained in film, Camilla graduated with honours in Production Design for film and theatre from Central Saint Martins in London before moving into stills photography. Over the past 15 years she has built a body of work spanning both stills and motion, bringing a cinematic sensibility and strong narrative perspective to everything she creates. At the heart of Camillaโs work is human connection. Her imagery feels intimate, authentic and emotionally grounded, drawing viewers into carefully observed moments that feel both real and cinematic. Whether shooting lifestyle, travel, family or outdoor campaigns, she has a natural ability to create atmosphere while capturing genuine emotion and interaction. Known for her calm, collaborative approach on set, Camilla works quickly and intuitively, creating an environment where people feel relaxed and comfortable in front of the camera. As a mother of two boys, she has a particular affinity for working with children and families, embracing the spontaneity, honesty and unpredictability they bring to a shoot. It is this sense of authenticity that gives her work its warmth, humanity and emotional impact.
2010-2026
LURZERS ARCHIVE
Top 200 Advertising Photographers
2025/2026
GOLD IPA Photography Awards
1st Place, Contemporary issues
2024
SPOTLIGHT AWARDS
1st Place Winner, Cooperate and Industrial Category
2024
Spotlight Awards
1st Place Winner, Kids Category
2023
Spotlight Awards
Top 10 Finalist in Corporate & Industrial, Sports, and Kids
2023
International Photography Awards
Honourable Mention - Advertising, Brands & Campaign
2023
International Photography Awards
Honourable Mention โ People & Family
2023
International Photography Awards
1st Place Winner, Stills in Motion
2022
International Photography Awards
3rd Place Winner, Stills in Motion
2022
International Photography Awards
Honorable Mention, Kids Category
2022
Spotlight Awards
Top 10 Finalist,ย Kidsย Category
2022
Canon Pro Grant
Winner , Heal the Earth
2020
NZ Geographic Photographer of the Year
Finalist
2018
NZ Press Photographer of the Year
Winner
2015
NZ Geographic Photographer of the Year
Finalist
2013
Pro Photographer Showdown
Finalist
2012
Scandinavian Photo Challenge
Winner
2011
Red Bull Illume Image Quest
Top 10 , Only female finalist
2010
- Stu Malarkey
Creative Director
- Cece Chu
Creative Director
- Sarah Shepherd
Creative Director