Development Story vol.05: Our Answer for a New Experience to Revisit our Origins.
As photography shifted from film to digital, we began to wonder if something important was lost in the transition.
One crucial element is the enjoyment of the photographic process itself.
In our pursuit of efficiency, driven by the fear of making mistakes and the desire for immediate results, have we undervalued the joy inherent in photography? Photography is a means to engage deeply with the world through a camera, cherishing what you find beautiful and significant. This is the essence of the photographic experience, and we aim to elevate its value.
When you adjust the aperture ring or exposure compensation dial, the tactile interaction with the camera allows your artistic intent to be reflected in the photographs you create. Through your collaboration with the camera, the world should appear more beautiful.
Moreover, the user interfaces (UI) have been developed to match the character of this camera. A 3:2 LCD was selected for the 4:3 format, concentrating the viewfinder information in the resulting left and right spaces. The Surround View function displays the area outside the frame via a translucent or solid line, in accordance with the aspect ratio, enabling you to photograph while keeping an eye on what lies beyond the frame. This feature supports you in focusing deeply on your subject.
The dials and levers, oriented toward the top of the camera body, exude a solid feel and torque during operation, thanks to high-precision craftsmanship. The joy of using these controls resonates throughout your body, inspiring your heart. We hope this translates into motivation for you to reach higher in your photography.
Photo by Jonas Dyhr Rask
In addition to the photographic process itself, another aspect that has been undervalued in the digital age is the significance of pressing the shutter release button. The heightened emotions evoked by photography culminate in the moment you press the shutter, condensing everything into a single, eternal instant. That is the wonder of photography. However, an overemphasis on post-production may have diminished the importance of this pivotal moment.
Photo by Reuben Wu
The aspect ratio selection dial is a proposal to restore that significance. We see it as a way for photographers to choose the shape of the window through which they perceive the world. Aspect ratio is a legacy passed down through history, forming an essential element that shapes the impression of a photograph. FUJIFILM has produced a rich variety of cameras over the years, including the GA645 (3:4 aspect ratio), TX-1 (65:24), and GW617 (17:6). The philosophy behind these cameras has been carried forward into the GFX100RF, which allows for the selection of 9 different aspect ratios—the most in the GFX series*—including the newly added 17:6 and 3:4.
*As of March 20, 2025
The joy of the photographic process, which cannot be replicated through cropping or RAW post-processing, is revitalized by restoring significance to the act of pressing the shutter release button. The GFX100RF invites a return to the essence of what has made photography an enduring allure for millions of people.
