Inspiration and challenge for photographic expressions

“A camera is a tool for creating artwork.” Fujifilm has always stood by this philosophy when manufacturing photographic equipment.  The main objective is to create art - i.e. “photographs”.

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Inspiration and challenge for photographic expressions

“A camera is a tool for creating artwork.”  Fujifilm has always stood by this philosophy when manufacturing photographic equipment.  The main objective is to create art - i.e. “photographs”.

Fujifilm’s history of camera production began in 1948 with the launch of the FUJICA Six I BS 6×6 folding viewfinder camera. Since then, the company has consistently communicated, through its cameras, the “joy of photography.” Medium-format cameras can be described as the origin of Fujifilm photographic equipment.

In order to address the needs of professional and enthusiast photographers, the company began a pursuit for greater shooting applications and operability, taking its evolution of camera equipment to a path distinctively different from that of its competitors.

The FUJICA G690 was designed for tour group photography, the FUJICA GS645 was the ultimate lightweight and compact camera, the FUJICA PANORAMA G617 Professional was a medium-format panorama camera with the long side of the frame measuring 6x17cm, the FUJI GX680 Professional was a portrait camera equipped with a film holder that revolves according to the portrait / landscape image orientation and the GA645 was the world’s first autofocus, fully-automatic medium-format camera.

In its camera history, Fujifilm tirelessly pursued the ultimate in medium-format cameras, advancing technology and image quality in the process.


Fujifilm’s photographic image quality

Upon encountering a scene that evokes an emotional response, we tend to remember the atmosphere, the emotions felt, and the colors of the scene. Fujifilm carried out many years of research and development in an attempt to faithfully reproduce the colors in your mind.

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Fujifilm’s photographic image quality

For over 80 years, Fujifilm has, as the company name suggests, advanced as a photographic film manufacturer. It developed various types of photo films in search of expressive color reproduction. 

Upon encountering a scene that evokes an emotional response, we tend to remember the atmosphere, the emotions felt, and the colors of the scene. Fujifilm carried out many years of research and development in an attempt to faithfully reproduce the colors in your mind. 

These efforts led to the development of Japan’s first motion picture film, and the eventual launch of FUJICOLOR N100, heralding the age of color photography. With FUJICOLOR F-II 400, ISO400 became a practical and usable ISO sensitivity, FUJICOLOR REALA achieved color reproduction as close to what the human eye sees as practically possible and FUJICHROME Velvia ultra-vivid color reversal film revolutionized the approach to color reproduction. 

Fujifilm released a series of photographic film products that delivered uniquely iconic color presentations and this know-how has now been reborn in the world of digital imaging.

Fujinon Lens

The world’s most advanced expertise in lens development

When discussing Fujifilm cameras, we cannot leave out the FUJINON high-performance lenses.

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The world’s most advanced expertise in lens development

When discussing Fujifilm cameras, we cannot leave out the FUJINON high-performance lenses.

Fujifilm successfully developed new optical glass materials and the compression molding technology to produce lenses that were exceptionally fast. In 1956, the company developed “FUJIC,” the first electronic digital computer in Japan. Made up of some 20,000 parts, FUJIC was used to calculate and design lenses of even greater performance, and is still on display at the National Museum of Nature and Science in Tokyo as a significant invention in the history of science.

The endeavor for better image quality continued with the evolution of large-format and medium-format cameras. In the 1970s, when commercial and business photographers embraced color technology, Fujifilm launched a series of medium-format and large-format lenses that delivered enhanced sharpness and natural colors that could only be achieved because of its photographic film background.

The technologies developed in those days, such as the “Super EBC” multi-layer coating, formed the foundation for the highly regarded interchangeable “XF lenses” used in today’s X Series digital cameras. Additional technologies include in-lens image stabilization that reduces camera shake by up to the equivalent of 5 stops, and an internal APD filter that enhances the appearance of smooth bokeh. FUJINON lenses will continue their evolution into the future.


The game has changed. Medium-format re-invented.




Original G Mount for large sized sensor

GF23mmF4 R LM WR

Mid 2017

GF45mmF2.8 R WR

Late 2017

GF63mmF2.8 R WR

Early 2017

GF32-64mmF4 R LM WR

Early 2017

Obtaining the ultimate in photo image quality

Since the introduction of the X100 in 2011, Fujifilm has strived to achieve the world’s highest level of image quality with its X Series of cameras. The latest and the most advanced addition is the new medium-format mirrorless camera “GFX.”
It uses the new large-diameter “G Mount” and incorporates a large 43.8x32.9mm CMOS sensor in the first-ever such move by Fujifilm. Boasting the effective pixel count of 51.4 million, the camera delivers superior sharpness and image quality that will satisfy professional photographers shooting commercial, fashion or fine-art landscapes. 
It uses the “X Processor Pro” imaging processor, which provides Fujifilm’s outstanding color and tone reproduction, delivering unparalleled photographic expression that can only be offered thanks to Fujifilm’s unique expertise in medium-format cameras.

All new mirrorless camera with a large sized sensor

The GFX is an all-new mirrorless camera system that revolutionizes the concept of medium-format cameras.
Compared to conventional medium-format digital cameras, the GFX is astonishingly lightweight and compact, and its dust and weather resistant body gives it the durability required for outdoor shoots.
A collection of accessories that meet the needs of photographers, including a vertical battery grip and a rotary adapter that can rotate the detachable electronic viewfinder to any angle to suit any scene will be launched at the same time. The camera also supports tethered shooting, which has become an essential part of the professional photographers’ workflow, and will be compatible with various RAW conversion application software.

Fresh descriptive performance with new lenses and new lens mount

The design and manufacturing expertise nurtured over many years of FUJINON lens development has been used to produce lenses with the world’s highest level of image resolution. Unique to the new GFX, Fujifilm has developed a new “G Mount” with a short flange back distance of just 26.7mm, an advantage of the mirrorless camera system.
Initial lens lineup consists of six lenses; a standard prime “GF63mmF2.8 R WR” (equivalent to 50mm in the 35mm format), a wide-angle standard zoom “GF32-64mm F4 R LM WR” (equivalent to 25-51mm in the 35mm format) and a mid-telephoto macro 1:0.5 “GF120mmF4 R LM OIS WR Macro” (equivalent to 95mm in the 35mm format), a fast aperture mid-telephoto “GF110mmF2 R LM WR” (equivalent to 87mm in the 35mm format), a super wide  “GF23mmF4 R LM WR” (equivalent to 18mm in the 35mm format), a wide “GF45mmF2.8 R WR” (equivalent to 35mm in the 35mm format).


FUJIFILM GFX 50S | GF63mmF2.8 R WR | 1sec. | F22 | ISO100
Photographer: Seiichi Nakamura
FUJIFILM GFX 50S | GF63mmF2.8 R WR | 1/8sec. | F14 | ISO100
Photographer: Seiichi Nakamura | Hair Make: Hirohumi Kera | Model: Zita


Capturing American Landscapes with the GF23mmF4 Len

Elia Locardi traveled across America for two weeks with the GF23mmF4 lens to capture the various American scenery.

Elia Locardi GFX Stories, GFX, X-Photographer, Elia Locardi, USA, landscape
The World from above with the GFX

French X-Photographer Pascal Bourguignon flies in a paramotor with GFX in his hands to capture the scenery from above!

Pascal Bourguignon GFX Stories, GFX, X-Photographer, aerial, Pascal Brouguignon, France
GFX Impression

Norwegian X-Photographer Daniel Tengs tells his impression on the new GFX camera system.

Daniel Tengs GFX Stories, GFX, X-Photographer, Daniel Tengs, Norway, extreme sports
A Dream Come True

Swedish X-Photographer Serkan Günes shares his idea of a dream camera as a landscape photographer.

Serkan Günes GFX Stories, GFX, X-Photographer, Sweden, portrait, Serkan Günes, landscape
GFX Impression

Swedish X-Photographer Knut Koivisto tells his impression on the new GFX camera system.

Knut Koivisto GFX Stories, GFX, X-Photographer, Knut Koivisto, Sweden, portrait
An Interview with Piet Van den Eynde

An interview with Belgian X-Photographer Piet Van den Eynde on GFX

Piet Van den Eynde GFX Stories, GFX, Piet Van den Eynde, Belgium, X-Photographer, India
Impressions of FUJIFILM GFX 50S

American fine art photographer Claire Rosen shares her impression of the GFX 50S.

Claire Rosen GFX, Claire Rosen, USA, Fine art
GFX is the Next Generation of Medium Format

X-Photographer Ivan Joshua Loh shares his impression of the GFX 50S.

Ivan Joshua Loh GFX, X-Photographer, portrait, street photography, Ivan Joshua Loh, Singapore, commercial photography
GFX 50S: An Evolution

X-Photographer Omar Z Robles from the U.S. shares his impression on the GFX 50S.

Omar Z Robles GFX, X-Photographer, USA, portrait, Omar Z Robles, New York, street photography
GFX Stories #1

Photographer HASEO from Japan creates his world's vision with the GFX 50S and the ultra wide angle GF23mmF4 lens.

FUJIFILM GFX, Japan, studio, HASEO, Fine art, GFX Stories
GFX Impression

Gary Heery from Australia gives his impression on the new medium format camera system GFX.

Gary Heery GFX challenge, GFX, Gary Heery, Australia, X-Photographer
GFX Technologies #7

This is an in-depth article on the GFX's electronic viewfinder.

FUJIFILM GFX Technologies, GFX, G Mount, film simulation, Velvia, color chrome effect


GFX Mash Up Tom Museeuw x Dominique Persoone

Belgian X-Photographer Tom Museeuw shoots studio portraits with GFX system

Tom Museeuw GFX Mashup, GFX, X-Photographer, Tom Museeuw, studio
GFX stories with Markus&Koala

Markus&Koala use GFX 50S to capture series of portraits

Markus&Koala GFX Stories, GFX, portrait
GFX Mash Up Mindy Tan "Ah Mah, I"

X-Photographer Mindy Tan from Singapore captures nostalgic scenery of Singapore from the old days with the GFX.

Mindy Tan GFX Mashup, Mindy Tan, Singapore, GFX, X-Photographer
GFX Mash Up Simon Lewis

Photographer Simon Lewis visits various locations in NYC to capture Japanese culture with the GFX.

Simon Lewis GFX Mashup, GFX, Simon Lewis, commercial photography
GFX Mash Up Bernd Ritschel x NOVOFLEX

German X-Photographer Bernd Ritschel uses Novoflex adapter to expand his phhotographic vision

Bernd Ritschel GFX Mashup, GFX, Bernd Ritschel, Germany, X-Photographer
GFX Mash Up Thomas Vollaire x Westcott

French X-Photographer Thomas Vollaire uses Westcott LED lighting system to realize his photographic vision

Thomas Vollaire GFX Mashup, GFX, X-Photographer, France, Thomas Vollaire
GFX Mash Up Stefano Guindani x GIOPAGANI & BAGUTTA

Italian Photographer Stefano Guindani shoots fashion with the GFX 50S

Stefano Guindani GFX Mashup, GFX, Italy, fashion, Stefano Guindani
GFX stories with Ichigo Sugawara -Sakhalin-

Japanese Photographer Ichigo Sugawara visited Sakhalin to take portriaiture of Nivkh people with the GFX

Ichigo Sugawara GFX Stories, GFX, 菅原一剛, Sakhalin, portrait
GFX stories with Heinz Zak -Top of Austria-

Austrian X-Photographer Heinz Zak climbed up the highest peak in Austria with the GFX

Heinz Zak X-Photographer, GFX Stories, GFX, landscape, Heinz Zak, Austria
GFX stories with Christian Ringer

German X-Photographer Christian Ringer visits Lofoten, Norway with the GF23mmF4.

Christian Ringer X-Photographer, GFX Stories, GFX, Germany, Norway, landscape, Christian Ringer

TOILETPAPER Magazine uses GFX for their creative works.

TOILETPAPER Magazine TOILETPAPER Magazine, Italy, studio, GFX Stories, GFX
GFX stories with Sean Conboy -The Blackpool Tower Ballroom

Sean Conboy uses GF23mmF4 to capture the magnificent Blackpool Tower Ballroom

Sean Conboy Sean Conboy, UK, architecture, GFX Stories, GFX


Learn more about the new GFX, download the PDF brochure.

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