A fundamental paradigm in neuroscience is the concept of neural coding through tuning functions 1 . According to this idea, neurons encode stimuli through fixed mappings of stimulus features to firing rates. Here, we report that the tuning of visual neurons can rapidly and coherently change across a population to attend to a whole and its parts. We set out to investigate a longstanding debate concerning whether inferotemporal (IT) cortex uses a specialized code for representing specific types of objects or whether it uses a general code that applies to any object. We found that face cells in macaque IT cortex initially adopted a general code optimized for face detection. But following a rapid, concerted population event lasting < 20 ms, the neural code transformed into a face-specific one with two striking properties: (i) response gradients to principal detection-related dimensions reversed direction, and (ii) new tuning developed to multiple higher feature space dimensions supporting fine face discrimination. These dynamics were face specific and did not occur in response to objects. Overall, these results show that, for faces, face cells shift from detection to discrimination by switching from an object-general code to a face-specific code. More broadly, our results suggest a novel mechanism for neural representation: concerted, stimulus-dependent switching of the neural code used by a cortical area.