Q+A with Director-Photographer Duo LM Chabot

Montreal-based film and photographic duo, LM Chabot, has been racking in the Awards over the past several years, and deservedly so! The couple creates fun and eye-catching images—stills or motion—that are big, bold, and colourful. Applied Arts chatted with them about their 2024 Photography-winning imagery for the "Tourisme Montreal" campaign.

Can you walk us through the specifics of creating this campaign?

LG2 agency approached us to illustrate Montreal Tourism's new campaign, and the only guideline we had was a series of somewhat absurd phrases created by an algorithm trained on thousands of comments left by tourists about Montreal. 

We wanted to avoid the clichés of the classic landmarks, so we came up with playful situations to illustrate the different phrases that inspired us the most, which show the must-sees but in an intriguing way. That way, we were able to capture the city's vibe, because Montreal is a city that you discover through its people and the energy they exude. 

Here are some examples of the lines:

“COBBLESTONE STREETS ARE LOCATED IN THE AREA OF BEAUTIFUL”

“THE MONTREAL DISH HAS AN ATTITUDE”

“A CROSS BETWEEN KINDRED SPIRITS AND THE BAGEL”

What inspired you?

As Montreal natives, representing our city was both an honour and a pleasure. Our intimate knowledge of the city’s character made it natural for us to come up with unexpected or even surreal experiences a visitor might have, like eating takeout on a paddleboard in the middle of the St. Lawrence River.

What was the most challenging aspect of creating this campaign?

We wanted concepts that would showcase Montreal beyond the clichés, highlighting its depth and distinctive character. We weren’t just trying to capture the city’s beauty—we wanted to evoke emotion and inspire travellers to discover the city in ways they’d never considered.

What concerns you about the current state of photography?

The threat of AI replacing photographers and diminishing the artistry of our profession. Photography has always been about capturing authentic moments, emotions and stories. As AI-generated images become more common, we risk devaluing the craft and substituting human perspective and intuition with algorithms. Ironically, we built this campaign on AI-generated phrases—perhaps it’s better as a creative tool than a replacement!

How do you maintain your creative edge and find new inspiration?

Creativity flourishes in real-world experiences, away from screens. We find inspiration by living, observing, listening and feeling. Inspiration surrounds us—in nature’s raw beauty, in chaotic city streets, in quiet moments of reflection. Embracing both beauty and imperfection opens the door to fresh ideas and endless creativity.

Cheers to finding beauty in the imperfect! Congrats LM Chabot!