“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.
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.
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 GFX mirrorless digital camera combines a large 102MP CMOS sensor with high-per formance GF lenses to deliver unsurpassed image resolving performance and color reproduction capability. This large sensor features high speed phase detection AF, first seen in the X Series range of mirrorless digital cameras.
Phase detection pixels are embedded at high density across the sensor surface to provide high speed autofocusing with excellent accuracy.
The superior image quality coupled with the fast phase detection AF allows the camera to reach a new audience in moving subject large format photography.
This system meets and exceeds the creative needs of professional photographers.
This is the world’s first interchangeable lens digital camera with sensor size larger than 35mm full-frame format, equipped with in-body image stabilization. The IBIS functionality rewrites the rules for large format cameras, giving users the ability to handhold a high resolution camera in all types of photographic scenarios.
The vertical battery grip is now integrated in the third generation GFX camera giving enhanced durability, handling and useability.
The contour of the body and button layout has been designed based on feedback from various fields, commercial, fashion portrait and landscape photographers to ensure advanced performance and easily adjustable camera settings.
After developing the GFX 50S and GFX 50R, now the third generation will come.
The “X Processor 4” is capable of handling the massive amounts of data collected by the high resolution sensor. This image processing engine is designed to meet the needs of the professional photographer.
Thanks to the unique color science technology developed over many years of photographic film production, the FUJIFILM Film Simulations, can now come alive in images of over 100M resolution.
The new sensor and the “X Processor 4” allows for amazing video functionality. This new camera supports 4K video recording at 30p for a unique medium cinematography look, depth of field, tonality, while utilizing the full phase detection AF and in-camera image stabilization.
All the video functions that the X Series is famous for are also packed into the GFX camera body to pioneer a new world of videography.
*1 Fujifilm research as of September 25, 2018. Compared with other consumer mirrorless digital cameras
*2 Fujifilm research as of September 25, 2018. Compared with other mirrorless digital cameras equipped with 43.8×32.9mm sensor or larger.