Leif Norman: Gone in a FLASH
Leif Norman is a photographer interested in making art, learning, teaching, and photographic history, who wanted a local festival that could hold and celebrate all those things. FLASH Photographic Festival started in 2014 but was roiling in his brain long before.
Winnipeg had a photography festival, Lightyear, in the mid-1990s, that only lasted one year. After a spectacular start, sadly, it did not continue. Living in Toronto in 2001, Leif was inspired by that city’s CONTACT Photography Festival and brought those ideas back to Winnipeg. Remembering the short life of Lightyear he decided to start small, essentially a one-person operation.
He talked to a lot of people about his idea and about half of them, he laughs, said, “don’t do it”. Undeterred he continued speaking to artists, art centres, galleries, supporters, and photography shops… building enthusiasm, gathering data and, ultimately, agreement. Leif created the model, managed the communication, and met personally with every participating entity, resulting in 30 BYOVs (Bring Your Own Venue), a lighting workshop, the now iconic 12”x12” group show which was held on the 4th floor of the WAG, and even a black and white catalogue.
By the third or fourth year, the festival had begun to take on a life of its own. It became a wave!! The number of BYOVs grew to 55, and everything was done by volunteers, primarily Leif. The entire budget was what was raised through BYOV fees and used to pay for catalogues, posters, printing, and anything else that came up.
By year five FLASH Photographic Festival was outgrowing Leif’s apartment and things needed to change. The name of the festival was registered, a dedicated bank account opened, and a small board created, complete with an AGM to keep members informed. Everything ran well until Covid in 2021. The annual exhibition catalogue was beautiful, but the festival never happened. Most BYOVs went ahead but were not well attended. With Covid, FLASH applied for a grant which provided funding for breathing room and a reboot.
Undaunted, Leif, the board, and a few volunteers forged ahead. The goal was not just another festival, but to make it bigger, better, and province wide. What resulted was the hugely successful 2025 FLASH Photographic Festival, lasting for the entire month of April with more than 50 separate events.
That was a monumental task and it took its toll on Leif. The festival had come a long way since 2014. It was all grown up and Leif felt it was time to let it go. “It’s not a sad thing,” explains Leif. “It’s like letting your child grow and become their own person. I’m doing new things which I thoroughly enjoy. I did what I set out to do.”
Going forward, Leif will act as a sounding board for the festival. He has strong feelings about what makes it special. “The base of the pyramid is still the BYOV locations blanketing neighbourhoods and allowing photographers to have their first show. It’s the personal touch… working directly with each artist, even if they are late, or nervous about exhibiting… This is Winnipeg. Everyone is supported and welcome.” I expect Leif will be more visible during FLASH Photographic Festival 2027 than he presently imagines. He is still excited about teaching, event production, and technical talks.
When asked if he has fully embraced being the face and personality of FLASH going forward and regardless of his involvement, he responds with an enthusiastic, “Definitely. Totally!!” As he should.
Annual 12 x 12” Exhibition
Gas Station Arts Centre
May 2 – June 28, 2026
currently showing
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currently showing •
This group exhibition gathers 12" x 12" photographs made by members of the FLASH community, presenting an intimate yet wide-ranging showcase of contemporary photographic practice in Manitoba. Each square image holds a distinct approach, from intimate portraits and experimental processes to landscape, documentary and conceptual work.
Taken together the works have strong visual presence, drawing visitors to move close and discover the subtle choices that shape each image.
Showing from May 2 to June 28, the show transforms the Gas Station Arts Centre into a gallery of ideas, emotions and perspectives. Each visit reveals new details, relationships and connections among the works.
445 River Avenue
Winnipeg, Manitoba
Phone: (204) 284-9477
gsac.ca
FLASH is now a biennial
The days are getting longer and the snow is slowly receding, and if your internal calendar says it's “FLASH season,” you’re not wrong.
After 10 years as an annual event, the FLASH Photographic Festival is now a biennial.
That means the festival now returns every two years, giving us more time to build an even bigger province-wide celebration of photography.
The full FLASH festival returns April 2027
