2021 Commercial Photographer of the Year

FRANCE BOUCHARD, MPA,

2021 COMMERCIAL PHOTOGRAPHER OF THE YEAR

HER ENTHUSIASM IS INFECTIOUS, HER PHOTOGRAPHY REFRESHING

By Terry Tinkess

IT IS DIFFICULT TO SPEAK WITH FRANCE BOUCHARD WITHOUT FEELING A SMILE FORM ON YOUR FACE. THE 2021 COMMERCIAL PHOTOGRAPHER OF THE YEAR LOVES WHAT SHE DOES, EVEN AFTER MORE THAN 20 YEARS AS A PROFESSIONAL PHOTOGRAPHER, AND THIS IS APPARENT WITHIN MOMENTS OF SPEAKING WITH HER. SHE IS PASSIONATE ABOUT WHAT SHE DOES, CARING ABOUT THOSE WHO PASS IN FRONT OF HER LENS, AND LOOKS AT THE WORLD AS A WONDROUS PLACE, JUST WAITING TO BE DISCOVERED.

France scored very well in this year’s national salon, receiving two designations of Excellence, one of Merit and a fourth image Accepted. One of the images, The Daring, was judged Best in Class, won the Judge’s Choice ribbon and was selected to be included in the 2021 prestigious Loan Collection of the Professional Photographers of Canada. It was, she agrees, a very good showing for her. “It was my year,” she says proudly of hearing her name so many times. “France Bouchard, France Bouchard, France Bouchard, that was cool!” The images she chose to submit show the breadth of her abilities. She has displayed skill and excellence in many areas, such as portrait, commercial photography, landscape photography, animals, travel photography, wedding photography, fashion photography, boudoir photography and artistic nude. And while her skill is evident, she also creates images that possess a sense of fun as well. This was evident in the image I’m Not A Chicken. “I was doing editorial work for this one. Every year they have this event, it is at the bottom of a big ski resort. They make a pool and people compete to see how far they can go without touching the water. They come down the hill very fast and some people end up in the water big time. Some people really get into it, wearing costumes, and make it a really fun thing because you can also win if you are judged the most popular by the crowd. That guy (in the photo) was wearing a chicken hat on his head, and he was wearing only (long johns) underwear, and it was so cold! It was crazy. I took the shot just before he hit the water. I think that is my best reportage photography!” France adds that some people told her the title should have been, I’m Not Chicken, meaning the skier was fearless. Considering the nature of the event, and the unusual headwear, her title seems to work just as well.

While France is skilled in so many different types of photography, she does have a favourite. When asked what she would choose to shoot if given a day with no responsibilities or restrictions, she did not hesitate to answer. “Very high fashion, or very colourful things, with models,” she says. “Maybe someone like Celine Dion, or someone like that, a big star and to do a crazy shot. I love when it’s colourful, crazy and different.” One of the other joys in France Bouchard’s life is travel, and she is really looking forward to the post-COVID world. She says if she could travel anywhere, her choice would be to go to India. “It would be India because of all the different ethnicities, the faces of the people, the colour, I mean, wow, that is where I would want to go. The more you travel, the more you realize that people around the world, they are mostly like us. If you ask people on the street to help you, they will. You find that most people have a great big heart.” At this point France would have to agree that her career has been a success, although she has some regrets that it didn’t happen as fast as she would have liked. “I feel that I was slow to do everything I did,” and then explains. “To start my business, I had to be the Photographer of the Year in Quebec, because I was not sure if I was as good as I needed to be.” She has personal goals going forward but says that there is one thing she would like to see for the photography industry as well. “To sell photography as art,” she says. “I do now, I would like to see photography more valuable and respected as art. We don’t have our place there yet.

We aren’t valued enough that we would go into the shops where they sell art. That is what I would like to do.” COVID-19 had a huge impact on the life and livelihood of many Canadians. Photographers learned all too well the feeling of being locked down, and France is no exception. She wants to build on the success she had. “It is a good push, especially after last year, which was not an easy one. I did only a quarter of my business because I was not able to work,” she says. “I was closed by the government (due to the pandemic), so it was not easy, but we are strong people.” It is not just the business and the awards and the recognition though. Something just as important was missing. “While it was nice to win, not being able to be together to share the pleasure of each other’s company made the pleasure of winning less than it might otherwise have been, says France. “Hopefully next year we will be able to have a convention with people around. That would be great! “We still go to listen to the speakers, and we learn, but sometimes we can learn more sitting at a table and having a drink and listening to what others have done. That is so important!”

Congratulations France, on your 2021 PPOC Commercial Photographer of the Year award!

France Bouchard, MPA

For the sake of quality, France continues her training to always be on the lookout for new developments in the field of photography. It is in her studio in Lac-Beauport in Quebec City that France welcomes her clients in a simple and friendly manner, to establish a climate of trust that is crucial in creating memorable memories. She is a caring, passionate, creative, and professional woman! France Bouchard Artist Photographer www.francebphotos.com 418-670-8888