In November 2017, I embarked on a journey that would define my career and deepen my understanding of Canadian identity and sacrifice. The Honour Country Sacrifice (www.honourcountrysacrifice.com) project began as a simple idea to photograph veterans in Toronto but quickly grew into a nationwide endeavour, capturing the stories of over 400 active and retired Canadian Armed Forces members. This project, spanning World War II to recent enlistees, showcases the diverse fabric of those who serve our country. Along the way, the support and innovation from Elinchrom have been pivotal in bringing these powerful images to life.
Master Corporal Shane Wilson – Retired
Sergeant Korine Blais
The Genesis of Honour Country Sacrifice
The inspiration for this project came during a Remembrance Day event at the Royal Canadian Military Institute. I was there to photograph portraits of attending veterans when I met a WWII veteran stationed at Camp X in Whitby. Her stories were remarkable, and it struck me how these incredible Canadian narratives might be lost forever. Motivated by this encounter, I set out to capture and preserve these stories, not just through photographs but through a deeper exploration of what it means to serve and sacrifice for Canada.
Initially, I envisioned a series of studio portraits focusing on veterans in Toronto. However, after discussing the idea with a friend who served in the military and had connections with other veterans, the project expanded to include portraits from coast to coast. This national exhibit now includes a wide array of individuals from various backgrounds, including LGBTQ+ community members, people of colour, women, and Indigenous veterans.
Major General Scott Clancy
Master Corporal Dean Turner – Retired
The Challenge of Logistics and Costs
The project’s scope presented significant logistical and financial challenges. With a budget of $400K, primarily self-funded, I invested $25K of my own money and raised an additional $4K through GoFundMe (https://www.gofundme.com/f/help-support-honour-country-sacrifice). Adopting a “jump and the parachute will find me” mentality, I learned to bootstrap and seek assistance wherever possible. Finding sponsors who believed in the project’s goals was crucial, and Elinchrom became a key partner in this journey.
Major Paul Carroll – Retired
Lieutenant Colonel Christian Lillington – Retired
The Evolution of the Photographic Approach
My initial plan was to create studio portraits on medium format film, but the logistics and costs made this approach impractical. The subjects were often rigid, and it was challenging to get them to come to me. Additionally, the cost of studio rentals threatened to derail the project. I switched to using the FujiFilm GFX100S, shooting black and white studio portraits against a stark white background. This change helped isolate the subjects, focusing the viewer’s attention on the individuals and their stories.
Simplicity became essential. By keeping the setup straightforward, I could replicate the settings and overall look no matter where I was in Canada. This decision has paid off many times over the years, allowing me to shoot in various locations, including studios, hotel rooms, and even outside behind a brick store during COVID restrictions.
Commander Paul Smith
Captain Mary Bryant – Retired
Elinchrom: A Game Changer
When I started, my lighting setup consisted of the Elinchrom Quadra RX kit with two heads and a battery pack fitted with a Rotalux 100cm Softbox light modifier. While this setup was great for studio work in Toronto, traveling with it presented challenges. The weight and necessity of checking the equipment made it difficult to take it to every corner of Canada.
With the release of the Elinchrom ONE in 2021 and the THREE in 2023 revolutionized my approach. These compact and powerful off-camera strobes made traveling with lighting equipment a breeze. The ability to carry them on the plane and fit them safely in overhead storage eliminated many logistical hurdles. The size and portability of the Elinchrom THREE allowed me to maintain a consistent lighting setup without the burdens of heavy equipment.
Another important adjustment was switching from Rotalux softboxes to versatile Elinchrom umbrellas. This change further reduced the kit’s weight and increased portability. Even my light stands got smaller, making travel more manageable and less taxing on my back.
Sergeant James Thomson – Retired
Lieutenant James Shipton – Retired
Capturing the Essence of Sacrifice
The Honour Country Sacrifice project is more than just a series of portraits; it is a testament to the resilience and diversity of Canadian veterans. Each photograph tells a unique story of bravery, service, and sacrifice. The support from Elinchrom has been invaluable in achieving the visual consistency and quality needed to honour these stories.
As I continue this journey, I am reminded daily of the importance of preserving these narratives for future generations. The Honour Country Sacrifice project stands as a tribute to those who have served and continue to serve our country, and I am grateful for the support and innovation from Elinchrom in making this vision a reality.
Discussed Items
About the Author – Trevor Godinho
With nearly two decades of experience, Trevor Godinho is an internationally acclaimed artist and published photographer. His work has appeared in renowned publications such as Forbes, Vogue Italia, Elle India & Canada, Sports Illustrated, Playboy France & US, FHM France & India, countless issues of Men’s Health Australia, and Sharp Magazine.
Trevor’s skill, vision, and passion have taken him to major cities like Toronto, New York City, Miami, Los Angeles, London, Milano, and Perth, where he has photographed notable personalities spanning from politicians, artists and Hollywood A-listers. In 2017, he was named the Canadian brand ambassador for Elinchrom Limited, a leading Swiss lighting company.
In addition to his photography, Trevor holds an Honours Bachelor of Arts degree from the University of Toronto. His creative pursuits extend to painting, sculpture, and design, with his work exhibited at the Gardiner Museum in Toronto and the Canadian War Museum in Ottawa.
Trevor is dedicated to mentoring aspiring photographers and artists, encouraging them to tell compelling human interest stories. He actively supports local charities such as the NATO Association of Canada, Big Blue Ocean Cleanup, Jays Care Foundation, The Forum, and Joe Carter Classic.
Trevor will be a keynote speaker for Elinchrom at ProFusion Expo 2024 ProFusion Expo – Photo and Video Imaging Event
