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JF Dumais

@jfdumais

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Jamais en revenir des Îles 😍♥️🥰🦪🦞 taken in Les Îles-de-la-Madeleine, Quebec by @jfdumais

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15 days ago

“Even if you fall on your face, you’re still moving forward.”
— Gilles Villeneuve

This collaboration started with an old photo.

A frozen moment @mastercookoo (Melanie) and Christian pulled from Gilles’ family album — the coldest race in Montréal history, a tuque, a victory, a city holding its breath.

From that image, the idea was clear:
Two Montréal legends. One shared memory.

Reconnecting with the Montreal Canadiens felt natural. The right stage revealed itself instantly — La Soirée Québécoise. There was no better night to bring these two icons together.

Designing and manufacturing this capsule in such a short period of time was intense. But when the story is real, the direction becomes clear. Working alongside @philcossette on the creatives and @abg.work and the art direction was a real pleasure. The Canadiens team delivered at a high level. As @lumasaman says: divide and conquer. Execution was flawless.

What has driven me for 27 years — and what continues to drive my success — is bringing authenticity to collaborations and stories. Not forcing narratives. Revealing them.

Thank you Mélanie for the trust — for allowing bold ideas to breathe.

And thank you @jfdumais for that one text message that set everything in motion.

Constant elevation.
Vers le haut.
99 till infinity taken in Tricolore Sports by @jfdumais

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5 months ago

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5 years ago

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6 years ago

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6 years ago

Exclusivo E30s taken in Tulum, Quintana Roo by @jfdumais

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9 years ago

taken in Plateau Mont-Royal by @jfdumais

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9 years ago

taken in Bondi, New South Wales, Australia by @jfdumais

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9 years ago

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10 years ago

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10 years ago

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10 years ago

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10 years ago