Prime Minister Justin Trudeau's official photographer has been documenting the leader's first 100 days in office, and posting them on Instagram and Twitter. From family outings to collegial moments with ministers to quiet moments of reflection, the photos are giving Canadians a more intimate glimpse into the prime minister's life. 

Adam Scotti posts the photos to his personal Instagram and Twitter accounts, along with captions explaining the scene. Many of the photos have been re-posted to Trudeau's official Instagram account:

Prime Minister Justin Trudeau's official photographer Adam Scotti captured the moment when Jody Wilson Raybould was offered the position of Minister of Justice. (Adam Scotti / Instagram)



Arrived in #Alberta #edmonton

A photo posted by Adam Scotti (@adamscotti) on

Among the photos are images of Trudeau and his family, walking around the halls of Parliament with his children, trick-or-treating, and even sneaking in a snuggle with his wife.



#tbt #cdngingersnaps

A photo posted by Adam Scotti (@adamscotti) on

Assessing Trudeau's Instagram game

Greg Elmer, a professor of media at Ryerson University, says that the images appear to have a very particular aesthetic quality.

"They're very nice photos… they're highly aestheticized," he told in a phone interview. "They almost invoke this 1960s aesthetic, which of course takes us back to Trudeau's father."

Elmer says the photos of the prime minister seem to capture a range of emotions from the leader.

"From jovial moments, sad moments, tired moments – they all have a certain emotional human, very personal quality to all of them," he said.

This type of campaign is particularly effective in our current media climate that is "enamoured" by celebrities and celebrity culture, he added.

"Over the last 10 years, we're much more focused on personalities," Elmer said, noting that these photos of Trudeau's first 100 days are similar in tone to the campaign the Liberals mounted in the last federal election.

He notes, however, that this type of imaging can run the risk of going "overboard."

"On the more critical side, one could argue that they're using that celebrity style almost as a shield against criticism," he said.

'Permanent campaign' cycle

Fenwick McKelvey, an assistant professor of communication studies at Concordia University, says that politicians regularly use social media, including Instagram, in an attempt to reach certain difficult-to-reach demographics, particularly younger people.

In many ways, he says, social media has now become a required part of the "permanent campaign" cycle that characterizes modern politics.

McKelvey says that the use of Instagram to highlight some of the more personal aspects of Trudeau's life may ultimately help him in the long run.

He points to the photo of Trudeau and his family on Halloween, when the prime minister went out dressed as Han Solo, and his wife, Sophie Gregoire-Trudeau, dressed up as Princess Leia.



Trick or treat! Joyeuse #Halloween!

A photo posted by Justin Trudeau (@justinpjtrudeau) on

"All of that is really smart, it makes him seem accessible," McKelvey said. It also keeps people talking about the prime minister, as the image makes the rounds on social media, he added.