X Summit STHLM 2023 / FUJIFILM

X Summit STHLM 2023 / FUJIFILM

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Hello This is Yuji Igarashi from FUJIFILM Today, I'm in Stockholm, Sweden In Stockholm, there is a great photography, art & culture museum called "Fotografiska" We will be presenting X Summit from here today Hello everybody, and welcome to Stockholm, Sweden! My name is Knut Koivisto and I am an X-Photographer stationed here in Stockholm We are very honored that you have chosen Fotografiska for your X Summit Fotografiska, which actually means "the place for photography" in Swedish is the largest venue for entirely for photography in the world. It opened in 2010 and since then, it has grown to a numerous "Fotografiska" around the world We now have places in New York, in Tallinn and as we speak we're also opening a new place in Berlin Hi! Hi Yuji, welcome Thanks for having me Yup! I wish we had "Fotografiska" in Tokyo as well I think that would be cool. Don't you think so? Totally! I have some very exciting things to show you inside, should we go inside? Yeah, let's go! So, this is my project here at Fotografiska, the "Fotografiska Wall of Fame" Since the beginning, I took portraits of the photographers coming here and exhibiting Yeah, this is so impressive! Why are these images all in black and white? Yeah that's a good question It's because when you do it over a long time, it will have continuity because it is in black and white, you don't know when the picture is taken Had it been in color, there would've been much more difference between the pictures Yeah, makes sense So can you imagine that all the pictures you see here are shot on FUJIFILM cameras? From all the X Series cameras up to the GFX? That is so impressive! So all the visitors seeing the images shot on X and GFX? So this is really a perfect venue for the X Summit Shall we start it? Let's get started X Summit STHLM 2023 is about to begin! Okay. We have a wonderful location today Today's main theme is here… We're delivering the news for GFX System today First, let us remind you what the GFX System is, in a simple formula The GFX 50S was released in 2017 At that time, probably many people recognized the system as follows: GFX = Image Quality From commercial photographers to fine art professionals people who need high image quality and bought in to our system then would probably agree GFX has set a new bar for Image Quality The large sensor has the ability to withhold more of the atmosphere and capture the solid visuals that allows the entire image to be projected which is what makes me glad to have used the GFX The wide latitude of the GFX makes it possible to draw out an immense range of tonal gradients when making prints It can print darker areas within blacks, highlights of highlights  It recognizes these sort of extremely delicate details and very well preserves its data I must say this work would not have been possible without the GFX Then in 2019 the image quality was further improved with the GFX100 It’s simple to say, megapixel has doubled from 50MP to 102MP But, that was not all what the GFX100 achieved GFX100 added one more important factor to the GFX formula That is, "GFX = Image Quality + IBIS" The Ultra-High Image Quality of GFX is kind of a double-edged sword You need to shoot with extreme care IBIS completely unleashes the potential of shooting at 102MP That is what the GFX100 achieved It expanded the field of Ultra-High Image Quality One of the features that really stood out to me is how improved the stabilization is. The IBIS It was not long ago where medium format was just limited to basically only staying on the tripod But now I feel more confident than ever to pick the camera up or handheld And if it's cars, people, whatever, lot of motion this stabilization makes me so much more confident as a photographer where I can be more creative on set I can work more freely, shooting weird angles and still be confident that I get my shot And it's because of features like that why I love working with GFX Within the GFX formula, we do not just "Add" but we also "Subtract" In 2021, we launched the GFX100S and GFX50S II They both have a solid and compact body design with mere 900g Now with the compact design, the formula has changed to "GFX = Image Quality + IBIS - Volume" I'm working on a documentary on the Arctic Circle with GFX cameras from the beginning I usually use a helicopter or dog sled which is not a common measure to reach to the point In that case, there is a limitation of size and weight for luggage This is because I can only bring the trusted cameras The camera size is very important This size and weight with a medium or large format sensor expands the possibility of my project Okay. We are still missing an important factor to the GFX formula It is "Multiplier" In 2023, the GFX formula will look like this: GFX = (Image Quality + IBIS - Volume) x Speed Yes, the GFX gets the weapon of speed There is no more excuse like, "The Image Quality is great, but the response is a bit slow..."

No matter what the subject or the situation is, The new generation GFX is your first choice. Now it's time to show you the answer to the new GFX formula (102MP Image Quality + Advanced IBIS - Volume) x the Speed... The answer is "GFX100 II" Hello everyone, I'm Makoto Oishi, product planner of GFX camera system The development concept of the new generation GFX was to add the agility of the X in GFX Body So, it is the High Speed GFX Because, speed is necessary for all of the camera's performance Yes, we have developed new GFX sensor called "GFX 102MP CMOS II HS" This is the key for the High Speed GFX The readout circuit has been speeded up to achieve over twice faster speed than previous model A/D conversion is performed in the top and bottom areas This processing time has been reduced by half In addition, the various memory has also been maximized to support the high speed readout of the sensor It means like the entire system has been speeded up totally For example, the buffer memory has been doubled from 64Gb to 128Gb Moreover, we have X-Processor 5, which realizes high-speed processing The combination of the sensor, memory, and processor is what makes the GFX System so high speed The specs achieved by these technologies are High speed continuous shooting up to 8fps In addition, faster Autofocus speed, because the phase detection pixels on sensor readout will be faster The processor's calculation speed also must be faster The photographer can experience the fast Autofocus with these changes in a variety of situations In 2021, I tried out the GFX100S And even though it's had its limitations, I was very eager to shoot basketball again with the GFX camera And now with the new GFX100 II, I'm happy to report that GFX System is finally ready for action Sports is never easy to shoot You have to make compromises between the image quality and the speed and reliability of the cameras With the new GFX100 II, it seems that I don't have to make any compromises anymore It's fast, the autofocus is reliable, and image quality is even better than before So I have had so much fun shooting with GFX here on the courts of New York and LA I have so many fabulous photos I could print as big as I want with the new autofocus system, 8fps, configurable buttons and configurable autofocus mode and I can honestly say that I could use this camera for my professional work shooting sports Actually, it sounds like surprising information: The speed also enhances IBIS GFX100 II has an 8-stop IBIS This great result comes from a combination of the sensor high-speed readout and new motion blur detection technology In the past, we have made full use of gyro sensors to detect motion blur only But, the new GFX System also utilizes the image information coming from the image sensor as well as a gyro sensor In other words, the new GFX System uses information from both the image sensor and the motion sensor Speed isn't just for stills, it’s applicable for video too Hi, I'm Ludvig from FUJIFILM Nordic, here in Stockholm I will walk you through the video performance of the GFX100 II The faster readout sensor and the faster processing power also enhances the video shooting performance This powerful combination makes this possible to optimize the processing system for many formats and codecs As you can see, the GFX100 II can shoot FHD/120P, 4K/60P, and 8K/30P movies In large format 4K, which maximizes the image circle, and in dot by dot 8K, which takes full advantage of the resolution, Full HD High-Speed 120P, which are used in movies, can also be shot The GFX100 II will also support various formats and codecs, such as ProRes, H.264, H.265 and Blackmagic RAW and ProRes Raw via the full size HDMI You can also choose between formats from GF, Premista, 35mm and 35mm Anamorphic, as we are shooting on right now As you can see, the format is more cinematic For movie shooting, the requirements vary from different productions And GFX100 II has the potential to meet those expectations So in the world of cinematography, The 44x33 sensor is actually called large format and not medium format The benefit of large format video is image quality and expression Especially, excellent signal-to-noise and rich dynamic range The CMOS II HS can capture more than 30% lights It improved S/N and D-range with lower ISO This is shot in F-Log2 in ISO 800, which delivers the excellent dynamic range It realizes up to 14+ dynamic range With the possibility of capturing this entire scene thoroughly and get a rich high-density file That's why large format cinematography is something special And another benefit of shooting movies in large format is that you have even more lenses to choose between, including cinema lenses For example, you can use the FUJINON large format Premista lenses. and actually even anamorphic lenses It it truly special that such lenses can be used in this type of camera, with De-Squeeze live view options from 1.3x to 2.0x So we meet today, I have a Swedish cinematographer Joseph Eriksson Thank you for having me! Thank you for joining! So, you've been able to try these cameras out for a while What is your biggest impressions of using this camera? Yeah, I tried it out for a while, and with different lenses.

So I tried having this large format, and being able to adapt basically anything And it's really opening up for creativity You can go for the full-on cinema lenses, anamorphics, and you can shoot with a vintage lens that you already have or the great GF lenses You have the image, you have the sensor, you have the camera so it's adapting whatever lens you feel like Or want to try, basically And also, it's really small and lightweight camera actually, for having all these capabilities So it's really easy to rig it, or have it as a B cam, or a crash cam, even, right? Definitely As we have it here it's a big, chunky camera, but you can also strip it down and have it super small, and still have the same beautiful image, with the smaller lenses, and being able to do that, as well, is amazing We shot our project with this setup actually, it's the Cooke Anamorphic 1.8 squeeze lens Full frame lens? Full frame lens, exactly And we shot a project about an artist, she's a painter and about her creative process, like starting with a blank canvas Many people, I think, can relate to those thoughts you get when you have endless possibilities I think there's no compromise for the image quality It's all you need, it looks amazing, it's easy to grade you can push and pull it how you want, and it's a great starting point Putting this in the computer and just watching it with REC.709 LUTs It's a great start! And then you make small tweaks to get it where you want it We shot it in F-Log2 mostly, right? Yeah I think everything shot in F-Log2, great format to work with And what about the formats and codecs? Like, having ProRes internal? Is that a big thing for you? Definitely. ProRes is something I'm very used to, and having it internally without a recorder or anything, just being able to pull those fast cards, and just plug it in, and being able to fire away straight away. It's great

And also now we have the possibility to record directly from an SSD disk, for example, also. So that also it's super easy to use. Just plug it in, record, and then transfer it directly to your computer The workflow is much easier And as we are doing right now, we're also recording to Frame.io which also backs up directly, for example So the workflow is a lot easier now than before So that's quite cool This really opens up for new possibilities for filmmaking Yeah, I totally agree Thank you, Ludvig and Joseph, You're absolutely right Movie shooting performance is enhanced In addition, the EVF performance is also improved because the readout speed is faster in live-view mode Also, the viewfinder is completely new, both in display panel and lenses It must be the best EVF ever in the history of FUJIFILM I can say the magnification ratio is 1.0x The resolution is over 9 million dots With these combinations, you can see lag-less beautiful images through the viewfinder at 60fps with 1.0x in standard mode and 120fps 0.77x in high speed mode Thank you, Makoto The GFX100 II has so many things inside! Now, I would like to touch on the product design I will connect with Mr. Kamei, a product designer of GFX100 II

who is now at the design center building in Tokyo called CLAY STUDIO Hi, My name is Kamei and I am a product designer First, the overall form is based on the flat base design as we apply to the GFX and X Series historically By integrating ergonomic elements we aimed for setting up a new functional beauty befitting a top-of-the-line model For example, rounding the upper part of the grip improves accessibility so that the user's finger naturally rests on the release button when holding the camera This is the result of our pursuit of practicality as a professional tool In addition, customizable three function buttons are placed in the most accessible position, for quick recall of assigned functions There is more to the practicality of the camera  The sub LCD screen has been enlarged, and the GUI has been redesigned from scratch Regardless of whether you are shooting still images or movie, you can check the shooting conditions at a glance Additionally, you may have noticed something else The top surface is slanted by 11 degrees towards yourself This enables you to check the sub LCD screen with minimal eye movement while looking through the EVF This slanted surface was very well received by the professionals who tested it As we were designing our flagship model, we placed immense effort into perfecting the finishing details The entire body of the camera is covered with named BISHAMON-TEX which is our newly developed with original leather grain pattern The pattern is inspired by traditional Japanese pattern composed by three feathers and it improves the grip in various directions when holding the camera We purposefully chose this top color as we aimed to create a strong cast metal feel, befitting the flagship title By devising the process, we created a well-textured surface while making it scratch-resistant and make the best use of a material that successfully achieve strong durability and quality design I believe we were able to achieve a design suitable to be proudly named the new flagship model for the GFX Series. I hope you will use this camera on site and experience the various features that we have placed our efforts developing for. Flagship model is not only perfect cameras, but it's also important to have good enough options to accommodate various types of photography So, system compatibility is also important For example, here is an tilting EVF adapter It is designed to use the viewfinder at low angles and at waist level It is not only for flowers or nature photography, but also for portrait Some people prefer to use it because it doesn't give pressures to those subjects To support a long-time video shooting, you can use a battery grip and an external fan I believe this makes you relieved it Additionally, the terminals for connecting various external devices are also important Full-size HDMI port and ø3.5mm microphone and headphone jacks Of course, it has both SD and CFexpress slots And an Ethernet terminal is also equipped Data can be uploaded directly from the body to the Internet In the world of high-end video solutions, it is getting common by using cloud system. Recently, X-H2S and X-H2 support direct upload to Frame.io, which is a cloud collaboration platform The GFX100 II is the third model to follow We also have another new solution to be introduced Nowadays, I know many of you use Capture One software for RAW development and tethering on your PC And at last the new Capture One App for iPad and iPhone allows you to do the tether shooting or RAW development with our Film Simulation for both wired and wireless shooting This new app will expand the capability of shooting and post production with GFX and X cameras And more.

As a film manufacturer, we, FUJIFILM, must offer new color reproduction with "Film look" This time, I'm pleased to introduce a new Film Simulation developed with the GFX100 II It is "REALA ACE"! Here is the data room in Ashigara R&D center We can say that here is the history of FUJIFILM's analogue film development and image quality design This area is for REALA related document From these data and information, we tried to have a solid grasp of the design concept as well as what is written Then, we tried to match the image quality with the actual print and negative film for the evaluation The concept and image quality design can meet with what we aim at in the latest digital image world, even REALA was developed more than 30 years ago We were able to develop many of our films including the REALA here in Ashigara Laboratory REALA is a film that pursues expressions that are most comfortable to "human eyes" One of the truths that we, FUJIFILM, have reached after many years of research is "the human eye feels comfortable with the continuity of tone" I would say that we feel rich information in the natural gradation The silver halide grains used in the silver halide film have no choice but to respond to light or not It's the same with "digital" when you look at it microscopically However, the size and arrangement of silver halide grains are very random There are not the same ones, and they are not arranged in a regular order Looking at it macroscopically, On the other hand, the CMOS sensor used in digital cameras digitizes signals via an A/D converter, but receives the light as an analog signal at the very beginning of the input It means we may say that film is digital and CMOS is also analog It's not a case of which one is better, but I think that both can achieve the same goal of being pleasant to the human eye As an approach to a rich gradation expression, the new sensor for GFX100 II is the best fit for Without this sensor, we are not able to realize REALA Film Simulation in it The resolution 100MP sensor realizes is equal to an outstanding graininess in silver hailide film And, while maintaining the resolution of 100MP, we achieved high S/N and wide dynamic range In the case of silver halide film, it is the same as having various sizes of silver halide, and it is possible to express finer gradation and wider latitude In terms of specification, the signal saturation of this new GFX sensor is increased by 30% from previous sensor And, it realized the best tonality with 16bit A/D conversion amongst GFX cameras With the GFX, and with a flagship like the GFX100 II, It is necessary to show professional-quality images with a single shot no matter what the subject is That is why GFX100 II should be the first model which has REALA Film Simulation The GFX100 II has more new functions International Press Telecommunications Council metadata This is a new function to create metadata, commonly known as IPTC This is an essential feature for professional photographers such as press and news reporters Hi Makoto, can I just add one more information? I would like to share a very exciting news on press photography Press photography has always occupied an important position, within the history of both camera and photography The requests from the field of press photography has led the evolution in cameras and equipments This is why FUJIFILM decided to incorporate IPTC into GFX100 II FUJIFILM is not only a camera manufacturer, but also a photographic company We would like to do more than manufacturing cameras Therefore, FUJIFILM has decided to support press photography industry itself Hi everyone at the X Summit! My name is Joumana El Zein Khoury, the executive director of the World Press Photo We are a global platform connecting photojournalists, documentary photographers as well as our global audiences with trustworthy stories Since our World Press Photo Foundation was founded in 1955, our annual photo contest has grown into one of the world's most prestigious competitions, rewarding the best photojournalists and documentary photographers throughout the world And through our world wide exhibitions, we present to millions of people the stories that matter We are so excited that World Press Photo and FUJIFILM will work closely together as of 2024 It is an honor for us to partner with this leader in the photography industry Our exhibitions are traveling to more than 70 cities around the world this year, so make sure that we meet you and see you there Thank you so much Thank you, Joumana Of course, we believe every photography genre is equally important and FUJIFILM will continue to support the photo industry as well as manufacture cameras Now that we have covered the overview of GFX100 II, I want to ask two guests to let us know their impressions on the camera Let me introduce Cooper and Gorfer Thank you Thank you. It's a pleasure to be here Thanks for coming today So could you introduce yourselves, please? Yeah, sure. We are an artist duo, Cooper and Gorfer, and have collaborated for the past 18 years And we have met back in art school together and we started off our collaboration as friends, actually and we came from quite different backgrounds, Sarah and I but photography has always been our common denominator That's interesting Could you tell us a little bit more about what you are working on right now? Well, we work project based and we were in the middle of a trilogy, so we've done the first chapter. We're literally in the middle of the second chapter Basically it's a project that is stemming from the idea, under this theme of "hysteria" And hysteria is a word that has a lot of connotations, especially for women And it's basically looking into sort of re-examining the connotation of hysteria And so as a result, we're creating a dynasty of women that is both based on reality and this collection of a library of bodies that we're sort of collecting and also going into mixed media works. So three dimensional pieces

Yeah and also I think, how can you, like what Sarah just said, we have this idea in our heads and how to we actually then, create, and put that into an image? And for us, the process is not just photographs but it starts with preparation, collecting materials Then we would print and build huge sets and props out of those photographs that we would then, on set, use in the actual photoshoot and after we have done this, we would take this image and then disassemble it again and reassemble it, and things like that, where we try to push it work a lot with collage, work a lot of different scales later on and different kind of scales of printing it and rephotograph it Seems like a very complex process you have to go through, and how would you pick a camera for example, as a tool? What is important for you? Well I mean, what's wonderful with your camera, and specifically with the GFX100 II It's the medium format. It's extremely lightweight, but what you are getting with it is this incredible detail. You know, it's so important with the three-dimensionality of our work. And I think to be able to capture the three-dimension into two-dimension is, without it, we won't have the work that we do We need this excellence and we need it to be an enabler for us And it has to be sort of an extension of our ideas So for us, medium format is key Do you have any feature you would like to try with this camera, that you haven't tried yet? Yes, we do We have mentioned that we do mixed media collage So we're both doing in camera, fragmented collaged images but we're also doing these physical three-dimensional collages that deal with stitching and painting and sort of different materials and textures along with printed photography To get the detail of photographing a collage like that, we know about this pixel shift And that is apparently like an incredible way to capture detail Makoto, maybe you can explain about the pixel shift? Pixel shift actually works with our IBIS system and it makes like 16 images It makes, as a result, you can get 400MP totally full color and the resolution perfectly. That is our technology That, we're very excited about that because I think to get that level, In the past we've had to stitch it together to get the the perfect quality Otherwise you're using these insane scanners and that's quite - to know that that can compete with that, is really exciting So we'll be looking forward to many more projects and hopefully we can try to continue to support you Thank you very much Looking forward to it. Thank you

Thank you Now, since this year is the GFX Year I would like to share with you some news from G Mount lenses It is the lens, which product development announcement was made two X Summit ago It is the GF55mmF1.7 R WR As many of GFX users are fond of portraiture, the GF80mmF1.7 launched in 2021 is very popular among GFX users This GF55mmF1.7 should be a duo with that lens With a large aperture of F1.7, beautiful bokeh and three dimensional effect of G Format, combined with a versatile angle of view at 44mm equivalent in 35mm format, it is a "must have" new standard lens not only for portrait photography, but for everyone However, we cannot describe the true value of this lens only from aperture and focal length This is because the biggest feature of this lens is superb image quality Please look at this lens construction By utilizing two ED lenses and two aspherical lenses in the optical construction we realized the co-existence of sharpness and the beautiful bokeh We especially designed the bokeh expression with extreme care We know outstanding bokeh is expected by our users, as a result of a large aperture lens and large format camera, which is quite difficult for other camera systems to achieve For the beautiful clean bokeh, we used the aspherical lens manufactured with ultra-precision, resulting in the reduction of axial chromatic aberration and onion-ring effect It is the first GF Lens to feature 11 diaphragm blades, for a near-perfect circular aperture We cannot say this is "New Standard Lens" just from aperture, angle of view and image quality It has to come with quick response, in other words better auto focus performance We chose a powerful, but near-silent, vibration-free DC motor to drive the focusing lens group eight elements and aperture unit Also the use of a pairing mechanism has successfully reduced friction for smooth focusing Hi everybody My name is Anushka Menon and I'm a fashion and beauty photographer based in India Today I'm going to be shooting with the new GF55mmF1.7

I'm really looking forward to shooting with this lens I've been waiting for a lens like this to come out, especially with this shallow depth and aperture I'm looking forward to shooting the portraits that I have planned Okay, so keep it really soft and really romantic Can you come a little bit more front? Okay So let's see what we got with Capture One Okay, so we're using the new Capture One for the mobile and obviously we're using it on the iPad today And I'm just going to do a few adjustments just to see exactly how I like my skin tone and my contrast, remembering that we're sort of like trying to get a very ethereal, romantic feel to the image Yeah, I absolutely love the sort of sharpness and you can very accurately focus on what you want at everything else is out of focus, which is so beautiful because the fall-off of the focus is as quite perfect If you can see here, like I have just her face in focus Obviously the whole background is beautifully blurred out and when I get closer to images like this, I can literally just have one eye and focus. You may change I've absolutely enjoyed shooting with the GF55mm today, ranging from the sort of F1.7 that it has to around to 2 to 2.2 depending on how much I want it in focus and how much I wanted out of focus Yeah, I'm admiring the images. Everything looks really beautiful

Kind of how I envisioned it to look Of course, the GF55mm is the new standard So what I love about this lens is that you can zoom in and you can capture immaculate details of your subject all while sort of maintaining the perfect balance of highlights and shadows As you can see here, even though it looks a little burnt out, it's so soft and beautiful It doesn't take away from the image, which is really lovely Also, I would like to just sort of add in comparison to the GF80mm or the GF110mm, which I also have in my kit I feel like to comparison to the GF80mm or GF110mm Each lens obviously has its own qualities and capabilities, and I use the GF80mm as well a lot for portraiture and fashion, and I use the GF110mm for a lot of beauty But I also just love the way the GF55mm captures close ups and the details Thank you, Anushka You made it very easy to understand Portraits are one of GFX’s specialties I think this lens can be used in other areas, especially when combined with the GFX100 II, there could be new possibilities Let's ask Annicka what else you can do with GF55mmF1.7 Thanks, Yuji I'm Annicka from FUJIFILM Nordic The GFX100 II, together with the GF55mm lens, is a perfect combination for street photography and documentary I'm here in one of Europe's best preserved city centers in the old town in Stockholm where you can visit both the Royal Castle and the Nobel Prize Museum With me, I have Nora Lorek, a documentary photographer based in Gothenburg but involved in many projects all over the world Thank you so much, Annicka I've been lucky to work with this kit on many different assignments this year Just a couple of months back, I was in Uganda, working in everything from dark nights to the rainy season So it's been amazing to work with a GF55mm lens in those conditions and just a couple of weeks back I was working in festival WOW in Gothenburg with the rain pouring down on the lens So it's been amazing to see the different conditions in which the kit is working I would love to try it out now on the streets of Stockholm So maybe let's try and have a look! Yes, of course! Ah this window's really nice Well I got my first Fuji, the X100T while I was studying Back then I started photographing pretty much everything around me on the streets, fountains like this over here Yeah, it's you know, it's amazing what has happened since then Going over from the X100T to now, the GFX So much has changed since then, going in a GF55mm now, doing these amazing portraits I'd definitely say the different varieties of the assignments I can do now Everything from news assignments to making exhibitions because I can make these huge prints and beautiful portraits It's been amazing to see the different varieties of stories I can produce with a camera like the GFX Hey! It's nice to see you reading a book, I was just taking some pictures of you because it looked so nice of you just sitting and reading through Is it okay with you? Okay, great. You want to see some? Yeah Hi, there Hi. My name is Nora. I'm a photographer Would you mind if I take some pictures of you and your dog? Oh, yeah. What's his name? Bob! Hi, Bob You're so sweet Hey, my friend You sit there. You just stay there Oh, look at them It's nice. They're in the sun

Such a beautiful poser Just be patient and wait for Bob He's going to be fine Can you just look at me? Yeah Bob doesn't care about me Hey, thanks so much. Thanks Okay. Thank you, Bob See ya So for you, what makes the GF55mm good street photography lens? With the focal length, and the amazing aperture, it's really perfect for me with everything from everyday life situations to street photography like here in Gamla Stan in Stokholm I love working with the new GFX medium format because it's great to carry it around as my new normal camera because no matter where I have it, I can always use the images for my normal stories and reportage for magazines or print them as huge exhibition prints I was really enjoying our little walk with the photography and everything Thank you Thank you so much for having me Thanks, Nora. Thanks, Annicka Not only portraits, but snaps are also very nice I'm sure there are many more uses Well, everyone actually I have brought two more lenses for the GFX today GF30mmF5.6 T/S and GF110mmF5.6 T/S I'm happy to officially introduce both lenses Karl will explain more details on these lenses Thanks Yuji I'm Karl from FUJIFILM Nordic I'm going to explain more about these new Tilt/Shift lenses, which are designed for G Mount The concept of these lenses is: "Perfect Designed Tilt/Shift Lenses for G Mount" In other words, they have unique functions with high image quality that third-party Tilt/Shift lenses are not able to achieve First, Quality To be honest, you can't realize the full potential of GFX when you use an adapter and Tilt/Shift lenses made for full frame cameras They cannot resolve the pixel pitch of the GFX cameras However, these are different They can capture 102MP from edge to edge thanks to the newly developed optical units dedicated to these lenses What amazed us is that they still maintain the wider image circle for GFX cameras This is why these lenses have a greater shift range up to 15mm These are unique functions and operations that these two Tilt/Shift lenses can realize Since they're designed for G Mount, you don't need a mount adapter The lens can communicate directly with the camera body Thanks to this, we could add this function: The camera displays both the shift amount and the rotation angle of the lens This information is recorded in the EXIF data of the image file, which gives improvement in accuracy and less work in post-production Many passionate photographers have requested these lenses over the years I believe we can finally deliver the best Tilt/Shift lenses for G Mount to the market One photographer who has been waiting for these lenses a long time is Serkan Günes Hi Serkan Hi Karl My name is Serkan Günes and I am a landscape photographer I’ve had two dreams in my photographic career The first one was, mirrorless medium format camera from FUJIFILM Second one was Tilt/Shift lenses for GFX System And I’m really happy that today both of my dreams came true I'm especially proud of being the first photographer in the world to try the GF30mm T/S lens I made my first project with the new Tilt/Shift lens on the Sandhamn island of Stockholm Archipelagos Here you can see some scenes from the project This is great, Serkan! What's your first impression of this new lens? I am really impressed by both image and build quality It captures great details from corner to corner and the big knobs are easy to work with and will be helpful when I work with thick gloves in winter time! Great amount of Tilt and shift adjustments makes it perfect for landscape photography I have been working with other Tilt/Shift lenses and adapters on GFX cameras but they've been too big and heavy and I couldn’t get the details and resolution the GFX cameras offer Okay. Do you like it? You seem to love it Yes, I really love it! I'm really looking forward to shoot new projects with the GF Tilt/Shift lenses Can you tell us why you would recommend Tilt/Shift lenses for landscape photographers? Because Tilt/Shift lenses will give you the possibility of working with large format technique, like tilting and shifting, in a medium format system And Tilt/Shift lenses are for everyone who is serious about their photography and wants to develop as a photographer And I'm really sure about that the new lens can give me some possibilities I'm making great projects and I'm just looking forward to it Today, I'd like to talk about the future as well I have news about the development roadmap for G Mount lenses As I mentioned today, GFX now has a new weapon: SPEED It is a quantum leap in terms of performance and it is something that will be of great benefit in all shooting genres, but much anticipated by sports photography and wildlife photography The first lens of choice for this genre is the telephoto lens.

Currently, the G Mount has GF100-200mmF5.6 and GF250mmF4 In 2024, a new lineup will be added to these telephoto lenses It is a GF500mmF5.6 This lens will have the longest focal length and largest effective aperture in the G Mount With a speed of 8 frames per second and the detail of 102MP capturing the world of the super telephoto 500mm lens It is exciting just to imagine it, don't you think? As mentioned earlier, speed also contributes to the performance of movie Yes, we need a lens for recording movies for GFX System It is this one, a standard zoom lens for movie shooting For that purpose, we are developing the lens control to be fully electronic Which means, zooming will be electronic as well as autofocus Today, we can not share specifications such as focal length, but it will be a lens to make movie shooting much easier with GFX System. Please stay tuned The GF55mmF1.7 for portraits and snaps

GF30mm and GF110mm T/S for commercial and landscape photography GF500mm for sports photography and wildlife, and finally, GF Power Zoom lens for movie I am sure that each of them will help produce wonderful images in their respective worlds Please look forward to the future of the GFX System So this is everything we have for you today, but we have not given you any information about the availability yet The GFX100 II, priced at $7,499, will be available late September. The accessories will be available at the same time The GF55mmF1.7 will be $2,299 and will be available this month at the same timing as the GFX100 II. The GF30mmF5.6 T/S will be $3,999

and will be available in October The GF110mmF5.6 T/S will be $3,499 and will be available in November And one more thing Here is the information about the event to enjoy the products announced today Karl, are you ready for this? Yes Let me introduce FUJIKINA Stockholm starting tomorrow afternoon at 5 o’clock here at Fotografiska Stockholm We have inspirational live talks, product demos, workshops and photo galleries showcasing the amazing creativity of top photographers and filmmakers FUJIKINA Stockholm is also your chance to try out the latest range of GFX and X Series cameras and lenses, including all the new GFX products we just launched here today And don’t forget to bring your camera since we are offering Quick Maintenance Service on all X and GFX Cameras and lenses, free of charge We have already received many reservations, but we still have some tickets left, reserve your ticket at fujifilm-x.com so that you don’t miss out Vi ses på FUJIKINA! FUJIFILM Japan members will also be at FUJIKINA Stockholm Actually, we will have local events in several countries as described in the summary list Please check your country at fujifilm-x.com Thank you everyone! See you soon Bye!

2023-09-17 05:38

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