After studies in philosophy and at the HEC, Jean-Francois founded his own production company where he designed, scripted and produced projects for both the government and the private sector. He also worked as a TV designer for PIXCOM. Recruited by the advertising production company La fabrique d’images, he produced commercials for major brands for the majority of Canada’s advertising agencies. After this successful foray into TV advertising, he was promoted to Director of New Technologies and Branded Content. He then received extensive training in Argentina and over the years won a number of Canadian Créa and other marketing awards.

He has filmed in more than a dozen countries and as a result has exceptional experience in international production. Later, Astral Media/Bell recruited him as executive producer and director of branded content. Following a range of important contracts as a consultant, he joined B-612 as a partner and subsequently founded Phosphen. His projects under the B-612 umbrella have won both Gemeaux and CRÉA awards.