Serge F. Robichaud (Sito Bito) was born in Shippagan, New Brunswick. His mother is Annie Blanchard (1926-2012) and his father is Florian Robichaud (1927-1991); he has one sister and five brothers.

 

He studied biology at the Université de Moncton in the early 1970s, a period of major student protests. It was in 1974 that his political involvement and his field of study pushed him in photography. He became a professional while still a student. He is self-taught, but his university training helps him, especially in the analysis of the eye's reaction to find the right light. He does most of his work within a 25-kilometre radius of Shippagan, in the Acadian Peninsula, in northeastern New Brunswick. He finds his inspiration in the light and flatness of this region. Nature is his inspiration, but he sometimes modifies the photographs, as in the 2008 exhibition Emotions, by making them look like paintings and printing them on canvas. He says this is the photographer's "revenge" on the painters. At that time, he was inspired by the primitive photography of the 19th century in Quebec, focusing more on landscapes, a subject that had not been widely exploited.

 

He had several solo exhibitions in the Maritime Provinces. He has won numerous Canadian and international awards, including the Kodak International Newspaper Snapshot Award in 1979, 1980 and 1981, the Accessit Award and the VISART competition in 1992. Since 1981, he has been published dozens of times in the Quebec magazine Photo Sélection. He was also the subject of four articles in the German magazine Leica Fotografie International from 1991 to 1995. He also participated in the Éditions Tremplin in France, in Spécial lectures and annual 1995. He has had a permanent exhibition in Moncton since 2009 at the Galerie Bleue. His photographs are also exhibited at the Pubnico Museum of Photography and in various public places in addition to having been used on the cover of books.