Toronto Event Photographer 

At the end of November last year, I put together a small team consisting of myself, a second photographer, and a videographer to cover a major corporate event in Toronto.

The event was the centrepiece of Bubly’s nationwide brand activation campaign promoting Merry Berry Bublé, Michael Bublé’s limited-edition Christmas-themed sparkling water flavour. Having already photographed the Montreal activation, we knew the importance of documenting not only the branded installation itself, but also the way people interacted with it. Those genuine moments of engagement are what bring experiential marketing campaigns to life and give brands valuable content to use long after the activation has been packed away.

Part of our brief was, of course, to capture the Bubly pop-up in its environment, showcasing visitors enjoying the experience in much the same way as they had at the Montreal event. And, while I have plenty of those images, for this event it was a much smaller part of the assignment. The photographs I want to share here focus on the real reason everyone had gathered that day: Michael Bublé himself.

This Toronto event was the highlight of the campaign. Michael Bublé appeared in person to officially place the accented “é” on the Bubly logo, marking the launch of Merry Berry Bublé before spending time meeting fans and celebrating the holiday season. It was a clever piece of brand storytelling that tied the product, the celebrity partnership, and the live experience together in a way that simply wouldn’t have been possible through traditional advertising alone.

From a photography perspective, celebrity appearances at brand activations bring a unique set of challenges. Everything happens quickly, access is tightly controlled, and there are no second chances. It’s essential to capture the key moments while also documenting the atmosphere, the audience reactions, the branding, and the countless candid interactions that communicate the energy of the event.

No lie, it was intense. Hundreds of fans packed into the venue, media crews jostled for position, and every important moment unfolded in a matter of seconds. Through it all, Monsieur Bublé remained completely unruffled, generous with his time, and effortlessly charismatic. His relaxed presence set the tone for the event, and it was clear why the campaign resonated so strongly with fans.

The activation was a huge success, creating exactly the kind of memorable, shareable experience that brands aim for when investing in experiential marketing. It’s always rewarding to photograph events where the planning, production, and audience engagement all come together so seamlessly.

A big thank you to Tam and Rob for being excellent creative comrades throughout the day, and to Kelly and the entire Park Production House team for trusting me with the assignment. It was a pleasure working alongside such a talented crew on one of the highlights of the year.

View more of my event photography