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Fujifilm & World Press Photo Foundation: Bringing More Stories To The World

by mariiabezpala March 5, 2024 Comments0

For nine decades, Fujifilm has been a global leader in imaging, not only as a camera and equipment manufacturer but also as a steadfast partner in empowering visual storytelling worldwide. From preserving personal memories to capturing epic events that define global social changes, our commitment to the art of photography embodies a deep belief in the power of an image to speak, connect, and inspire.

Our recently unveiled strategic partnership with the World Press Photo Foundation marked a significant milestone in the world of photojournalism. Headquartered in the Netherlands, the Foundation provides a global platform for photojournalists and documentary photographers to convey authentic stories to a diverse audience through the compelling medium of photography. We are happy to support this mission and sponsor the prestigious World Press Photo Contests as well as devoted expert-led workshops during the Foundation’s global exhibitions.

As a part of this partnership, global winners across the four categories of the contest will get state-of-the-art FUJIFILM GFX System large format cameras and equipment that includes the GFX100II Mirrorless Digital Camera, 2 FUJINON GF interchangeable lenses for the GFX System, and essential accessories such as 2 Li-ion batteries and a dual battery charger.

The regional winners will be announced on April 3, 2024. The names of global winners in all four categories will be unveiled on April 18, 2024. All winning entries will be presented at the World Press Photo exhibitions in more than 80 cities around the world, starting in Amsterdam on April 19, 2024.

“We are excited to establish this strategic partnership, enabling us to contribute to the growth of trustworthy storytelling and global communication through the power of photography,”
Masato Yamamoto, Director, Executive Vice President, General Manager of Imaging Solutions Division, FUJIFILM Corporation.

“We are very pleased to announce this strategic partnership with Fujifilm. They share our mission to support the photographic community who bring important stories and images to the world. This strategic partnership will help us reach more people, improve our exhibitions, and directly support the news and documentary photography community,”
Joumana El Zein Khoury, executive director of World Press Photo Foundation.

This collaboration builds upon Fujifilm’s legacy in photojournalism, with past winners such as Yasuyoshi Chiba and Antonio Faccilongo utilizing Fujifilm equipment to create award-winning works.

2020 World Press Photo of the Year Award「Straight Voice」
Yasuyoshi Chiba | FUJIFILM X-H1

2021 World Press Photo Story of the Year Award「Habibi」
Antonio Faccilongo | FUJIFILM X-T1

As the World Press Photo Contest 2024 unfolds, the stage is set for a new shift in visual storytelling, and we are looking forward to it!

Fujifilm HYPER-CLARITY: A Birder’s Best Companion

by mariiabezpala February 29, 2024 Comments0

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.

Filed under Blog Consumer Travel

The Global Fight Against Cancer: Closing the Care Gap

by mariiabezpala February 6, 2024 Comments0

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 4^th 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!

Filed under Blog Healthcare

10 Minutes To Save A Life: Make Your Blood Work

by mariiabezpala January 29, 2024 Comments0

You don’t need to be a superhero to save lives. Actually, all it takes is a mere 10 minutes of your time and donate just a pint of your blood, giving someone a chance for life. On Wednesday, our team rolled up our sleeves and took part in a local blood donation initiative in Ratingen supported by DKV Mobility, Barmer, EDEKA Kels, and DRK Blood Donor Service West.

A mobile donation station was set up for the campaign in the EDEKA Kels car park. Everybody could choose a convenient time slot and donate at three blood donation stations simultaneously at 10-minute intervals. A total of 40 donors took part, and we were happy to see that some of them were encouraged to donate for the very first time.

Every Drop Counts

It is so easy to become someone’s hero. So, why not? By supporting blood donation initiatives in your city, you can give hope and strength to people facing challenging medical circumstances and fighting for life. Every person counts, and every donation matters. Just one pint of your blood can be divided into three primary components — red blood cells, plasma, and platelets — saving up to 3 lives. It’s astonishing to think that even three teaspoons may be a lifeline for a premature baby – a small act that makes a big difference.

When you give blood, you contribute to saving lives, whether in routine or emergency situations. Only in Germany, 15 000 blood donations per day are needed for operations, to treat severe illnesses, such as cancer, and to help accident victims. It enables medical professionals to perform increasingly intricate medical and surgical procedures, giving hope and healing to those in critical need. It also has a huge impact on the overall quality of life for patients facing acute and chronic conditions.

Ensuring The Safety

Keeping people receiving this blood safe is of utmost importance. Thus, every blood donation must be screened. We strive to contribute to building a healthcare landscape that values patient-centric care and the continuous pursuit of excellence. In our commitment to making a positive impact, we created the DRI-CHEM NX600 — an automated clinical chemistry analyzer designed to streamline blood testing processes, ensuring their efficiency and accuracy.

Curious to know more? Check here.

Filed under Blog Healthcare Reportage

Slowing Down for Perfection: Renée Kemps & FUJINON Tilt-Shift Lenses

by mariiabezpala January 24, 2024 Comments0

“Home is where your heart is”, right? Then, it has a truly captivating story to tell. With a keen eye for the spaces we inhabit and a passion for playing with light, Renée Kemps reveals these stories and makes them visible, turning everyday home details into unique communication tools. Recently equipped with her FUJINON’s GF30mmF5.6 T/S and GF110mmF5.6 T/S Macro lenses, she became an architectural storyteller, using all-new camera capabilities and benefits of the tilt-shift lens to document a sense of place.

“There’s something in a space, a property or architecture, that really only speaks to you. Focus on that individual perspective. Personally, I love intimacy in my images, but there’s also elegance and fragility,”
Renée Kemps.

Photo 2023 © Renée Kemps | FUJIFILM GFX100 II and FUJINON GF30mmF5.6 T/S

Photo 2023 © Renée Kemps | FUJIFILM GFX100 II & FUJINON GF110mmF5.6 T/S Macro, 1/100 sec, F5.6, ISO 100

For architectural photographers, maintaining straight lines is paramount. The tilt-shift functionality of these lenses proved to be invaluable, enabling Renée to correct perspectives in real time. This is particularly crucial when capturing details from a slightly downward angle, ensuring that lines remain straight without the need for post-production adjustments. It also offers a unique perspective for those who seek more complexity and variety in photo compositions.

“It’s quite unusual to have a telephoto tilt-shift lens. Often, they’re only made super wide, which limits you. I think this variety is beautiful to have, because for me and a lot of other people, it lets us apply tilt-shift benefits to so many different things. Partnered with the shorter lens, you have an incredible range. You can play around and take a whole different approach to scenes,”
Renée Kemps.

Paired with the new FUJIFILM GFX100 II body, with a remarkable 102-megapixel quality and the rapid functionality of X-Processor 5, these tilt-shift lenses have a powerful ally for image perfection. The large sensor quality provides bigger flexibility and allows for extensive cropping without compromising image quality. It is especially useful when working with challenging spaces.

“They make you slow down a little. Sometimes, you just end up running around a property photographing everything all at once, because it looks so good. With this pair, you can really say: ‘This is the corner I want to document, and I want to have it perfect.’ You live in that moment, and that’s where you can create your best work,”
Renée Kemps.

Read the full story of Renée’s experience with the GF30mmF5.6 T/S and GF110mmF5.6 T/S Macro here.

Renée Kemps

A commercial and editorial interior, architecture and lifestyle photographer and art director. Based in both London and Amsterdam, she operates on a global scale, producing remarkable work that has been featured in editions of Kinfolk, Ark Journal, Openhouse Magazine, Wallpaper, AD, Ignant, Elle Decor, Vogue, and Harpers Bazaar. Her clients include, among others: American Express, AMAN, RIMOWA, Carl Hansen & Søn, Ark Journal, Ogilvy, Kinfolk, Virgin, H&M Home, The White Company, Creative Blood Agency.

Filed under Blog Photography X-Photographer

SBT Validates Our Greenhouse Gas Emission Cut Target for FY2030

by mariiabezpala January 10, 2024 Comments0

A tenth of a degree may seem quite insignificant on a thermometer. When checking it out of the window, it may seem just a question of whether you should wear jeans or shorts today. However, globally, even a teeny-tiny change in average temperature can unleash a cascade of consequences, fuelling unpredictable and extreme weather events. The weather goes wild, and we’ve had a hand in it.

Back in 2015, countries worldwide united under the Paris Agreement, committing to reducing their greenhouse gas emissions to combat climate change and keep global warming below 2°C (ideally, aiming to limit it to 1.5°C). It was a global effort to tackle one of the greatest challenges of our time. And we’re eager to contribute.

The Science Based Targets (SBT) initiative has validated our greenhouse gas emission target for FY2030, confirming that it aligns with the scientifically based goal of limiting global temperature rise, as specified in the Paris Agreement. This marks a significant milestone in our sustainability efforts.

Why 1.5°C?

In 2021, the first volume of the Sixth Assessment Report of the UN Intergovernmental Panel on Climate Change (IPCC) was published and it became clear that global warming goes faster and more intense than expected. If anthropogenic greenhouse gas emissions are not cut, the rate of global warming is expected to increase as well as the intensity of critical events. If the planet warms by 1.5°C, we will experience approximately 4 extreme weather events every 10 years, at 2°C – 5 or 6 extreme events, and at 4°C – we will have them every year.

Our GHG Reduction Targets

As part of our Sustainable Value Plan 2030, we’ve set ambitious GHG emission reduction targets that serve as a core pillar of our commitment to addressing climate change and contributing to a more sustainable future. We aim to reduce greenhouse gas emissions from our operations and across the entire product lifecycle by 50% compared to FY2019 levels.

Under the Green Value Climate Strategy, we aspire to minimize our environmental impact by promoting production activities with lower carbon footprints and delivering top-notch products and services with outstanding environmental performance. This strategy reflects our commitment to addressing environmental and social issues and creating long-term value for both society and the planet.

Why is it important?

When burning fossil fuels like coal, oil, and gas for energy, greenhouse gases are released into the atmosphere. These gases serve as a barrier, trapping heat from the sun and keeping it within the atmosphere, similar to how a blanket keeps us warm at night. It’s one of the basic things that makes our life on the Earth possible. However, there can be too much of a good thing. Human activities release excessive amounts of greenhouse gases, resulting in well-known greenhouse effect and global warming. It ruins natural weather patterns. You may have already witnessed snow in summer or extremely high temperatures as well. But more than that, it causes disasters like droughts, floods, or hurricanes. Glaciers melt, the sea level rises, water absorbs more CO2 and goes more acidic, harming the marine life and ruining entire ecosystems.

These consequences have far-reaching impact and we may face bigger challenges if we don’t take action. That’s why it’s crucial to reduce greenhouse gas emissions and improve energy efficiency. By understanding the impact of our actions and aiming at more sustainable choices, we have the power to limit the effects of greenhouse gas emissions. And together, we can make a positive difference, working towards a safer future for ourselves and new generations.

Filed under Blog Spotlight

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