Month: February 2024

Fujifilm HYPER-CLARITY: A Birder’s Best Companion

The first principle of birding: spot the bird first, then point your optics at it.
The second principle of birding: make sure your optics play on your side. And here we talk not only about a camera but the right binoculars to use in conjunction. Birdwatching does not necessarily mean bird photography. However, even when it does, a good pair of binos can be an invaluable companion for all birders, hardcore or not.

Do you use binoculars in conjunction with your camera?

If you have not tried it, have a go. We suspect you would be surprised by how nicer an image may be compared to looking just through a camera. Binoculars help you see subjects more closely and in greater detail, and identify their behavior patterns as well as potential photography opportunities without wasting time setting up your camera for every distant subject. You can focus on specific details, adjust your perspective, and frame the shot exactly as you desire, ensuring a better-composed image. Choosing the right binos in this case can make all the difference.

Fujifilm HYPER-CLARITY series of binoculars is an excellent choice for those who don’t want to miss a thing while observing wildlife. They feature the sophisticated optical technology that Fujifilm has developed over the years in its professional binoculars business.

Hyper-Clear Field of View

The HYPER-CLARITY series is perfectly optimised for wildlife and nature observation, providing a bright and clear field of view. Due to our unique SUPER EBC FUJINON multi-coating on all light-transmitting surfaces, including the lens elements and prisms, these binos provide superb light transmission. This means improved brightness and a sharper, clearer, more detailed view, even in challenging lighting conditions. This is particularly beneficial in low-light situations, such as early morning or late evening birdwatching or observing wildlife in shaded areas.

The ED lens elements effectively control the chromatic aberration and prism coating for superior image resolution as well as contrast. This also allows for a much brighter field of view, more accurate colours and a reduction of visual distortions.

Magnification & Usability

The higher the magnification, the harder it is to find and track the bird. Let’s be honest, with a big zoom and little details moving unexpectedly, the world may seem too quick and shaky. In this case, you can certainly get binoculars on a bird faster than with a DSLR and a long lens. Offering 8x or 10x magnification, HYPER-CLARITY binos strike a balance between magnifying power and optimal usability. A slip-resistant elastomeric material and ergonomically engineered easy-grip body shape allow for excellent stability when held in your hand. And with the objective lens diameter of 42mm, they are still quite lightweight to carry around and easy to handle. 

Performance in Adverse Weather Conditions

With the water- and fog-proof structure, HYPER-CLARITY binoculars ensure durability and an enhanced user experience even in challenging outdoor conditions, such as rain or high humidity, without compromising their performance. A water-repellent coating applied to both objective lenses and eyepieces helps repel water droplets, preventing them from obstructing the view and compromising image quality. The robust magnesium-alloy body also adds durability and ensures that binoculars can withstand rough handling, accidental drops, and minor impacts, making them suitable for outdoor adventures and long-term use.

More beauty to it, these binos offer long eye relief for those who wear glasses, providing a comfortable viewing experience and minimising peripheral distortion. Longer eye relief allows you to maintain a proper distance between your eyes and eyepieces and ensures that even with glasses, you can see the full field of view without having to press your glasses against the eyepieces.

Maybe the right pair of binoculars doesn’t make you a better birdwatcher, but striking a balance of visibility, comfort, and image quality, it gives you all the opportunities to become one.

Photography Stripped Down To Its Essence: X100VI & Thomas B. Jones

In a world that’s constantly changing, it’s important to pause and appreciate the little moments that make us happy, astonished, and inspired. For a professional photographer Thomas B. Jones, the X100VI digital camera has become an excellent tool of choice to capture and preserve these precious moments.

As a professional photographer, Thomas has worked with a wide range of cameras and lenses, but his search for a camera he could always carry with him led him to the X100 series. The minimalist design and understated aesthetics of the X100VI allow him to focus entirely on the moment, capturing unposed, authentic moments with no distractions.

Read More

Fujifilm Takes the Top Award at the British Book Design & Production Awards

They say: “Don’t judge a book by its cover”. However, who could deny there’s a certain joy in holding a well-printed one, with high-quality sheets and vibrant colors, crafted with precision and commitment to quality. Print aesthetics play an important role in shaping our initial perceptions and, indeed, influencing our reading experience.

Last week, on January 24th, the BPIF once again celebrated the achievements of the print industry, highlighting the most remarkable examples of quality and creativity at the British Book Design and Production (BBD&P) Awards. Themed ‘Storytellers’, the event gathered around 200 guests at the De Vere Grand Connaught Rooms in London, presenting the best in British book production across 18 categories – from design to sustainability. And we were proud to be a part of it, showcasing the excellence of our cutting-edge printing technologies.

This year, we took the top award in the Trade Illustrated category, with the book “Realise Your Vision”. Designed by Milestone Creative and printed by a true printing mastermind Henning Rose (Wegner GmbH), it tells a story of our journey from the 1930s roots to becoming a print industry leader, combining customer stories, product details, and historical milestones, demonstrating precision and quality provided by the leading digital print technology.

Beyond Pages

The book has been printed using our two different presses – the Jet Press 750S and the Revoria Press PC1120 – presenting the wide color gamut of the machines. The Revoria Press PC1120, with its six-color palette, including metallics and pinks, was used to print the complex book jacket details, while the Jet Press 750S showcased its wide color gamut, accurately reproducing spot colors and vibrant images.

Check here to see the designs and find out more about the book.

The success of “Realize Your Vision” underscores our commitment to innovation and printing excellence. And it inspires us to move forward, opening new opportunities for the printing industry. Join us on the journey and stay tuned!

The Global Fight Against Cancer: Closing the Care Gap

Each year, 10 million lives are claimed by cancer. It surpasses the combined toll of HIV/AIDS, malaria, and tuberculosis. And the number is projected to rise to an appalling 13 million deaths by 2030. This takes aback even more when considering that one-third of cancer cases can be prevented, and another third can be cured with early detection and proper treatment.

So, where is the loophole that lets cancer spread and gain strength despite all the awe-inspiring technological advancements and medical discoveries?

These numbers reflect a huge gap in cancer care that needs to be bridged. People who need cancer treatment face numerous barriers on their way. According to the WHO, less than 15% of low-income countries have access to comprehensive therapy, compared to over 90% of high-income ones. However, even in higher-income countries, inequities persist. Education, where you live, and discrimination based on various factors like ethnicity, race, gender, sexual orientation, age, disability, and lifestyle can all contribute to poorer access to care. The impact of this gap is widespread.

Breaking Down Barriers

The 4th of February marks World Cancer Day, and this year, it has also marked the final of the “Close the Care Gap” campaign led by the Union for International Cancer Control (UICC). World Cancer Day serves as a global rallying point that encourages communities, organizations, and individuals from all corners of the world to unite under one voice, addressing one of the greatest challenges in history.

From year to year, Fujifilm proudly supports the initiative. By raising awareness, promoting public and political literacy, dispelling myths, and changing behaviors, we strive to close the care gap and advocate for equal access to prevention, diagnosis, treatment, and care for all people, regardless of geography or socioeconomic background. Our commitment extends to investing in research and innovation, contributing to breakthroughs in medicine, diagnostics, and scientific knowledge.

We believe that everybody should have the same access to early detection tools, diagnostic facilities, and expert medical opinions. A patient’s geography or socioeconomic background should never determine the trajectory of their battle against cancer. To bridge this care gap, we need to stand together. Join us in the fight against cancer!