How LM Chabot Balances Family Life with a Deep Commitment to Work
When it comes to working in adland, no matter what your exact job title is, you’re going to be in for a lot of hard days. Post, sound, agency, or production company – if you’re employed at any of those, the hours will be long, the tasks demanding, and the desire to push the boundaries and achieve greatness, neverending.
So, of course, it makes sense that after working in these conditions, one might need some rest… which isn’t always the easiest with young kids at home. Case in point, for L’Éloi’s talented photography and director duo, Jolianne L'Allier Matteau and Alexandre Chabot (LM Chabot), having three kids – Scarlett, Billie and Boris – can sometimes make things a little complex, to put it lightly. Whether it’s juggling school schedules, making sure there are meals on the table, or simply providing the love they deserve, in many ways being a parent has proven to be a job outside of work, which has had an immense learning curve in its own right.
However, the pair wouldn’t trade it for anything in the world. Aside from the joy itself of having children, their existence has pushed the duo in ways they never would have imagined. Not only do they serve as incredible motivators – pushing both Jolianne and Alexandre to work harder and soar to all-new artistic heights – but they’ve proven a powerful source of inspiration. Embracing childlike freedom and creativity within their work has added a whole new layer of depth to LM Chabot’s capabilities, and the team’s project management and organisational talents have only improved to boot.
So, to learn more about what it takes to balance the pressures of parenthood and professional work, the ways in which it refines their approach, and, in general, the story of LM Chabot, LBB’s Jordan Won Neufeldt sat down with the pair for a chat.
LBB> From the top, how and when did your partnership get started? Where were you at in your respective lives?
Alexandre> It's been almost 18 years! At that time, I was working in a photography store, and on my birthday I decided to leave my job and begin freelancing. One of my first assignments was to lead a photography class at the cultural centre. And that is where I met Jolianne.
Jolianne> I had just come back from travelling, where I had taken some very bad pictures, so I decided to attend this class to learn more. We fell in love very quickly and I started assisting him. He was getting a few contracts and I was sitting right beside him, watching him retouch photos all night long. I was like 'Oh, my god, that's so cool, I'm gonna go study photography', and I did for three years. After that, we opened a studio with friends, got more jobs, and then we met Éloi Beauchamp. Éloi saw potential in us, so we started doing commercial work, and over the past two years, that’s grown to include directing.
LBB> Since then, how has your partnership grown and evolved? Tell us about the way you work together today.
Jolianne> At the beginning, we were both doing the same things—taking turns shooting, directing the talent, and handling the lighting—but it wasn’t efficient. Of course, we each still have opinions on every detail of the shoot, but now we divide the tasks based on our strengths, and it works so much better. Alex is more skilled with the camera and technical aspects, while I focus on the details and direction. It allows me to connect more closely with the talent and guide them better.
We don't want to scream from behind the camera 'do this!’, ‘do that!' – we're more intimate, and most of the time the talents feel more confident for it. It's less they're an object – they're more respected. It's better that way.
Shooting with stylist Jay Forrest and Scarlett
LBB> More recently, you’ve found yourselves tasked with the challenge of balancing work and three young kids. How do you approach this on a broader level?
Alexandre> Having a child is a transformative journey. Those nine months give you time to prepare, and once the baby arrives, it's actually quite manageable initially. In fact, we were back to work within three weeks. Jolianne would take breaks to feed the baby, but otherwise, it felt like nothing really changed. However, as they grow older, or when you add a second or third child into the mix as we did, it does bring new challenges, but it's something we've adapted to over time.
Jolianne> We've always been deeply committed to our work, and that didn't change when we became parents. We were thrilled to have kids, but we also wanted to maintain our passion for our projects. So, we decided that our kids would just come along for the ride. Honestly, it worked out beautifully! When we first brought our eldest to set, our clients loved having her there. It brought a joyful energy to the atmosphere, and everyone was really supportive.
Alexandre> Sure, it gets a bit more complex with multiple kids, especially when they're all on different schedules - one in school, one in daycare, and so on - but we've learned to manage it all. It’s like having three little roommates who need a bit more attention! We're project people at heart, so we've embraced the challenge, and with the help of a strong family support system, we’ve managed to keep everything running smoothly. It’s busy, but it’s also incredibly rewarding, and we wouldn’t have it any other way.
Jay Forrest and Billie on the set of the 'Curology' shoot
LBB> With that in mind, how has this new balance impacted the way you are able to work? Are you forced to do anything differently now?
Alexandre> Really, everything changed. Before the kid, we were workaholics. We worked on the weekend, nights, every day.
One of the biggest lessons we’ve learned is the importance of efficiency. With kids, every minute counts, so we've become more focused and purposeful with our time. We also learned to lean on our colleagues a bit more when needed. When our eldest was diagnosed with a medical condition, we had to spend a lot of time at the hospital during her first year. It was a challenging time, but with the support of our team, we managed to keep up with our projects while still being there for her.. Our producers were incredibly supportive and understanding, which allowed us to keep up with our projects without guilt or hesitation.
LBB> Overall, would you say all these factors have changed your collaborative approach for the better? And if so, how?
Jolianne> For personal projects, in particular, we've started to focus more on our core values and how we view society, social media, and other influences. This was the case in our most recent project, which came about during some rare downtime. We had this idea about how much time people dedicate to self-care and well-being, especially since, as parents, you lose a lot of that! So we were talking about how our views on that had been changed, and that led to us making a video (which will come out soon) which focuses, incidentally, on how the work approach changes with kids.
Alexandre> There’s definitely been a positive shift! Having kids is a privilege, and it’s also a powerful motivator. We now have a bigger house because we’re a family of five, and that drives us to work harder and take on more projects. It pushes us to be better and to continuously distinguish ourselves in the industry. Honestly, it brings out the best in our creativity because it compels us to innovate and perform at our highest level.
LBB> What are some of the cooler projects you’ve worked on while utilising this collaborative approach? What went into making them come to life?
Alexandre> A couple of weeks ago we did a fun, low-cost, no-pressure shoot with a couple of friends and collaborators. It was so fun and refreshing, because when you do advertising, they’ll often call you for the same thing you always do – your signature.
While doing this, we were also able to let go. I don’t know if it has to do with the fact that we have kids, but we were really able to reconnect with a sense of childlike creativity. Kids are impressed by everything and they're free spirits! They're not afraid, they don't care, and embracing that lends the work a certain freedom and charm.
Jolianne> Look at our middle child – her life is a musical! She's always singing, and when she sees another friend she's like 'OH MY GOD!'. She doesn't care about her actions being too much (even though she's always too much).
All in all, to see the world through a child’s eyes is an incredible creative lens.
LBB> Will you continue with this approach into the future, even as the kids get older?
Jolianne> Yes, we hope to keep this approach as the kids grow up. Seeing life through their eyes has been incredibly fun and inspiring, and it helps us stay more focused and organised. We’ve been in achiever-mode for years, and while we know the pace might slow down eventually, we’re happy with the balance we’ve found. The joy and inspiration our children bring into our work is something we wouldn’t trade for anything.
Baby Boris on set for the 'Psycho Bunny' campaign
LBB> Of course, not everything is perfect. Is there stuff that frustrates you as parents working within the industry?
Alexandre> One of the big ones is that sometimes we have to say no to jobs to keep that sense of work-life divide. This is especially tough as former freelancers, where saying no might mean a month or two without work. But, it's created a learning opportunity for us to choose our jobs better, and to actually work towards creating the balance we've been seeking for years.
Jolianne> Personally, I know we're also super lucky to be at a production house that represents us well, and is very family-oriented and caring. The team understands our challenges and is there for us, but we know that's not the same for the whole industry. Despite the fact that having kids is a great unifier, generally speaking, there’s not enough awareness of the importance of everyone’s non-working lives. We're not doctors – we're not saving lives, but this industry can be so crazy about timelines for no specific reason.
LBB> Finally, if any other parents read this interview, is there anything you’d want to tell them about this work-life balance act?
Jolianne> Do a job that you love, because it will take a lot of your time. And if you're passionate, you can show your kids that you can be happy with this portion of your life.
Alexandre> I would say put family first. Kids change your sense of life, and it's very important to have precious time with the people you love. Having kids was the best thing that ever happened to me, and so it's very important to share times and memories with them.
