The 1FDS story
It all started with a boat trip in 2012. I had forgotten my camera and all I had left was my ordinary mobile phone as a last resort to immortalize the river and the port of Montreal.
After taking a few shots in the middle of the afternoon under the blazing sun, I realized the quality was acceptable. Then, a stroke of genius struck me...
I started photography at age 5, thanks to my father. Film, darkroom, trial and error. Could I become a photography expert using a cell phone?
I smiled, finding the idea silly.
I gave my first workshop in 2016, I've seen 15,000 people since then and worked with about fifty different companies. I've written two books on the subject, and I've sold 35,000 copies.
Not so silly after all.
My goal today? To build the largest photography school in Canada, offering both French and English programs. I'm eager to see if the idea is as silly as it sounds ;)
A pedagogical approach through photography
A Fraction of Second is the natural extension of his workshops and his pedagogical approach.
What it is:
A project for a modern photography school or academy, focused on:
- Accessibility to courses (reasonable prices, varied formats, simple materials)
- Visual culture (understanding what we see, analyzing it, developing a critical eye)
- an inclusive learning community
- a pedagogy based on practice, enjoyment and simplicity
Our key objectives:
- democratize photography
- to offer quality training regardless of experience
- to train a new generation of creators who are more critical, more sensitive, and more informed
- to offer a warm, human and unpretentious alternative to traditional photography teaching
Mission & Vision
Our mission is to make photography accessible to everyone, regardless of age, budget or experience, by offering tools, education and human support that allow people to better understand the image, create with confidence and use photography as a lever for understanding the world.
We have a vision to build an inclusive, educational and sustainable photographic ecosystem – a place where learning, curiosity, visual culture and mutual support come together to help both amateurs and professionals grow.
Create a real cultural impact by revaluing photography in Quebec & the rest of Canada and giving young people and creators a platform to develop, contribute and shine.
Our values
• Accessibility: The photo should be simple, open, and not intimidating.
• Transmission: Sharing knowledge is central to his career path.
• Humanity: Putting young people, artists and creators at the centre.
• Respect for the industry: Valuing the profession, recognizing talent, protecting visual culture.
• Social innovation: Addressing digital challenges, teaching critical thinking in relation to images and social networks.
•Community: Create a collaborative, caring and inclusive environment.
Elevate visual literacy, make learning simple, and combat misinformation spread through images.
What began as an impromptu workshop with an iPhone 4 quickly grew into a real movement. Alexandre realized that photography isn't about equipment, but about eye, curiosity, and understanding the image. This initial spark attracted dozens of people, then hundreds… eventually forming a community of over 16,000 students across Quebec.
Over the years, the workshops have grown in scope: studio training, collaborations with major players in the industry, corporate workshops, evening classes via Zoom, accessible educational content.
Our approach is based on something simple: photography can change a life — sometimes all it takes is a fraction of a second.