Toronto-based photographer Genevieve Caron believes in the arresting power of a well-crafted, iconic image, where every element is treated as equally important, spontaneity is central and people have a commanding presence. Her memorable images are invariably a source for an inspiring story to unfold in the viewer’s imagination.

While she plans her projects meticulously, she intentionally creates space for discovery, during every shoot. Her approach is process-based, and she engages and inspires everyone on her team to partake in the creative voyage, together.

Committed to creativity and originality, Genevieve keeps honing her craft and shooting personal projects, the most recent one having been shot in India. For that project she wanted to capture the grace of its people, as they go about their daily activities. She envisioned simple scenarios where the relationships between the sacred and the profane, between traditions, myths, beliefs and rituals would emerge. She also directed and produced an eight-minute video portrait of artist Ljubodrag Andric.

With a commercial career spanning over 20 years, Geneviève has partnered with numerous award-winning agencies internationally, to create unique visual language for several Fortune 500 companies.

Genevieve's recent projects include Buick’s 2024 American campaign shot in California, Pfeizer’s child vaccine’s global campaign, and Zoryve American launch, both shot in Toronto.