Event Photography Montreal – Bubly Brand Activation

These images are from a festive brand activation held at Montreal’s Eaton Centre to promote Michael Buble’s new Christmas-themed flavour of Bubly sparkling water – Merry Berry Bublé.

Produced by Park Production House for Bubly, the activation transformed an area of Montreal’s busiest shopping destinations into an interactive holiday experience.

Rather than relying on traditional advertising alone, the campaign invited shoppers to discover the new flavour in person, creating memorable moments that encouraged conversation, social sharing, and genuine engagement with the brand.

Brand activations like this are designed to do more than introduce a new product—they create experiences. Whether it’s through product sampling, interactive displays, live entertainment, or photo opportunities, the goal is to build a connection between the brand and its audience. For photographers, that means documenting not only the event itself, but also the reactions, interactions, and authentic moments that demonstrate the campaign’s success.

As the event photographer, my focus was on capturing the energy of the activation: visitors discovering the installation, trying the new flavour, interacting with brand ambassadors, and enjoying the festive atmosphere. Those candid moments become valuable marketing assets long after the event has ended, helping brands share the story of the activation across social media, PR campaigns, internal reports, and future marketing initiatives.

This was part of a nationwide campaign for Bubly, and in addition to photographing the Montreal activation, I also took a team to cover the flagship event in Toronto—a spectacular production that took the campaign to an even larger audience, with the man himself, Michael Buble, at the heart of it.

Photographing both events provided a unique opportunity to document how a national brand activation could be adapted to different cities while maintaining a consistent visual identity and customer experience.

See more Montreal event photography