The Collective Force is the first folio consultancy practice in New Zealand.

Starting life as a photographers agency, it was set up in 1996 by Christina Force, who arrived in New Zealand from the ad industry in London, and saw the potential to work with great photographers who had also chosen this beautiful country as their home.

As the first agent in New Zealand Christina travelled extensively around the Pacific Rim introducing ad agency creatives to her stable of photographers with carefully compiled folios. During those 15 years she helped photographers grow their careers through strategic planning, goal setting and profile building.

She also helped busy art buyers and creatives solve their photography needs by recommending the most suitable in her stable and helping them sell them into their clients by putting together E folios and bios tailored to each job.

Now she no longer represents photographers, but instead helps clients source the right photographer for the right job. In her new role as folio consultant, she is constantly discovering talented photographers throughout the Southern Hemisphere and beyond, some of whom are featured on these pages.

With a special emphasis on planning she is continuing to work with the best in the industry- and those who want to be the best.