Consumer

Discover the world of photography and creativity with Fujifilm’s range of consumer products, including digital cameras, Instax instant cameras, and photo printing solutions.

Beyond the action: GF500mmF5.6 x Federico Tardito

When we think of iconic moments in sports, what often comes to mind are grand victories and high-stakes moments. But it’s also the subtle, fleeting instances of raw emotion and personal significance that can make a photograph truly unforgettable. For instance, when Oleksandr Usyk took over Tyson Fury in the epic fight for the title of the absolute champion in heavy weight, all eyes were on Fury’s face changing in disbelief – as well as all faces from the front row. Would it be possible to capture that blink-and-you-miss-it expression without today’s high-speed gear? Obviously, not. Neither would have we seen in detail Cristiano Ronaldo’s tears after his penalty miss at Euro 2024, or Yaroslava Mahuchikh crying in a jump after setting a new world record in Paris.

These moments exemplify the power of high-end sports photography equipment. Today, with the introduction of the GF500mmF5.6 lens, a new chapter in sports and action photography is being written.

An Italian sports photographer, Federico Tardito, has tried what’s possible with the large format GFX100 II camera combined with a 500mm focal length of GF500mmF5.6 lens in his recent project. For this test-drive, he chose one of the most challenging and complex team sports to try the autofocus – American football. Armed with the new lens and the GFX100 II, he contacted the Torino Giaguaro team, which plays in the top Italian American football league.

“Unlike football – which is the discipline I usually work with – the players are much closer together and the movements are much less orderly and predictable, not to mention the fact that there are many players moving in front of the subject, which makes tracking the camera and lens anything but easy. (…) After attending a couple of their training sessions to thoroughly understand the movements, and the players and game dynamics, I found myself shooting my first sports competition with a large format. This was finally possible thanks to the GF500mmF5.6.”

The GF500mmF5.6 is the longest telephoto prime among all GF lenses. Despite the very long focal length, it remains extremely lightweight, especially when compared to other 400mm lenses in 35mm format. This makes the lens very easy to handle during the game. Above that, it has a reliable weather sealing, which is a must-have when working outdoors.

“I often work at the maximum aperture to isolate the subjects better, and the performance at maximum aperture of the new lens thrilled me from the first use: the blur effect is truly pleasant and allows for perfect isolation of the subject from the background and scene distractions.”

Despite its small size and light weight, there’s absolutely no compromise about image quality. The GF500mmF5.6 offers one of the best resolution in the line-up. It is also equipped with a powerful 6.0 stops image stabilization system and a high-speed AF drive system with linear motors, which enables comfortable handheld shooting with minimum camera shake and overturns the conventional wisdom of large-format.

“The best part comes during editing. The files from the GFX100 II, paired with the GF500mmF5.6, are truly stunning. The latitude of exposure is incredible and allows for recovering highlights or shadows that are too closed even using only JPEG. The detail is remarkable, and so is the sharpness. The 102MP of the camera allows for an almost infinite freedom of cropping, and different versions of the same frame can be obtained simply by cropping the image differently, which becomes an additional very useful resource during work delivery.

“I chose to work with the Eterna Cinema film simulation. This way, I could take advantage of all the speed of JPEG while maintaining a file rich in detail and extremely workable.”

Find more to the story here.

Federico Tardito

A professional sportrs and portrait photographer, founder of One+Nine Images. Works as a personal photographer for soccer players Leonardo Bonucci and Gigi Buffon. Collaborated with renowned agencies like LaPresse, Insidefoto, as well as famous brands like Nike and Adidas. His photos are published in various international magazines and newspapers, such as Vanity Fair, Vogue, Panorama, The Globe, Sportweek, etc.

Capture the Thrill of Two Wheels

Riding a bike isn’t just a mode of transportation — it’s a passion, a sport, and a lifestyle. From the adrenaline rush of BMX and MTB stunts to the serene beauty of a gravel bike ride through nature, it offers endless photographic opportunities. Whether you’re capturing the speed of a race or the tranquility of a countryside ride, the right equipment can make all the difference. FUJIFILM’s X-Series cameras are designed to help you capture every moment with stunning clarity and creativity.

Each type of bike — be it a BMX, MTB, gravel bike, or cargo bike — tells a unique story. The dynamic movements, rugged terrains, and urban landscapes provide a rich canvas for photographers. A commercial and editorial photographer and filmmaker, Bert Stephani, knows it firsthand. Aiming to strike a balance between authentic reportage and cinematic visuals, he took our new flagship camera, the FUJIFILM X-H2S, on a gravel biking journey to test it out – and found his perfect partner in crime.

Maximize your shots with FUJIFILM X-Series

FUJIFILM X-Series cameras are renowned for their exceptional image quality, versatility, and ease of use, making them ideal for bicycle photography. Below, we’ve gathered several tips on how you can use FUJIFILM X-Series products to elevate your bicycle photography.

Fast Autofocus:

Whether you’re shooting a high-speed BMX trick or a mountain biker navigating a rocky trail, the fast and accurate autofocus of the FUJIFILM X-Series ensures you never miss a moment.

High Resolution: 

Capture every detail of your ride with the impressive resolution offered by the FUJIFILM X-Series. The sharpness and clarity bring your photos to life.

Versatile Lenses: 

From wide-angle lenses that capture expansive landscapes to telephoto lenses that zoom in on the action, Fujifilm’s range of lenses allows you to adapt to any photographic scenario.

Compact and Durable: 

The lightweight and durable design of FUJIFILM X-Series cameras means they can withstand the rigors of any biking adventure, from urban streets to mountain trails.

Film Simulation Modes: 

Our unique film simulation modes let you add a creative touch to your photos, mimicking the look of classic film stocks.

Pål Laukli | X-H1, XF200mmF2 R LM OIS WR | F2 | 1/125 sec. | ISO 100
Pål Laukli | X-H1, XF200mmF2 R LM OIS WR + 1.4x F2 | F2.8 | 1/1000 sec. | ISO 100

Tips for stunning bicycle photography

A little detail can change the whole perception of the shot. Sometimes, the play of light and shadow or the right angle can make a huge difference. However, the challenge is also to show the sense of speed and freezing the moment in time that tells a story. So, how to take bicycle photographs that evoke the emotion, making you stop and stare?

Timing is Key:

Shoot during the golden hour (just after sunrise or before sunset) to capture soft, warm lighting.

Composition Matters:

Use leading lines, such as bike trails or roads, to draw the viewer’s eye into the image.

Action Shots:

Pan with the movement of the cyclist to create a sense of speed and motion.

Tell a Story:

Capture the environment and the rider’s expression to convey the emotions and story behind the ride.

Bicycle photography is a rewarding and exciting genre that allows you to combine your love of cycling with your passion for photography. With FUJIFILM X-Series cameras, you have the perfect tools to capture the essence of every ride. So grab your camera, hop on your bike, and start creating stunning visual stories today.

Get inspired

To view examples of stunning bicycle photography shot with FUJIFILM X-Series cameras from around the globe, check out our Pinterest widget. Here, you can learn about inspiring user-generated content and find ideas to start on your own bicycle photography adventure!

Featured image by Daniele Molineris.

“So JPEGs it was, and off we went”: portraiture with Cole Roberts & X-T50

Portrait photography, at its core, is about capturing the essence of a person in a single frame. As a photographer, you have to combine technical skills and deep understanding of human nature, and more to that, to be attentive to all those little details, using interesting combinations of colours and lines. 

Another tip for a good portrait – keep it true. A wedding photographer, Cole Roberts (Nordica Photography duo), knows best how it works. He believes the best results come from telling the story like it is: the art happens in recognising the moments when the setting, subject and mood are in sync and the real story unfolds naturally, without being contrived. Recently, he had a special portraiture session in Spain with the new X-T50, setting up a creative challenge – experimenting in film simulations and shooting exclusively in pure, unedited JPEGs. The stills are all “straight-out-of-camera” (SOOC) and the video is shot entirely on X-T50.

“Weddings and workshops *are* fun, but this was different. Fujifilm handed me their latest tine beast, and the experience changed the way I approached the session. Simply messing around, having fun, all with a camera that feels analogue but delivers digital perfection,” @nordicaphoto.

“If there was the perfect camera for influencers who care about incredible photos, it’s this camera.The reasons were pretty obvious when using it. First off, INSANE JPEGs (skip time-consuming edits with ready to share bangers). Second, it’s tiny (think slip-in-your-pocket tiny). Third, video capabilities,” – @nordicaphoto.

“Low light, no problem. (…) We were racing against the clock to get some shots before sunset, but when it dipped, we decided to keep playing around. And the little camera delivered in the dark with no issues,” @nordicaphoto.

Learn more about the new X-T50 here.

‘Life As You See It’: a new photo exhibition in London

The FUJIFILM House of Photography is hosting an incredible summer event that everyone in London, whether they live there or are just passing through, should not miss. Running from June 1st to July 28th, 2024, a new photo exhibition ‘Life As You See It‘ invites you to celebrate the art of photography, creativity, and unique viewpoints. It’s a chance to explore the beauty, complexity, and wonder of everyday life through a variety of perspectives and express your own vision. It’s also an awesome opportunity to interact with a community. So, whether you’re a passionate photography enthusiast or simply curious about the thing, whether you have a story to share or want to get inspired by others, step in and let it take you on a journey.

What: Life As You See It | Photography Exhibition

Where: FUJIFILM House of Photography, 8-9 Long Acre, Covent Garden, London, WC2E 9LH

When: June 1 – July 28, 2024

www.fujifilm-houseofphotography.com

Showcase your perspective and get a prize!

At FUJIFILM House of Photography, we think that every photograph tells a story, and we’d like to hear yours. During the show, you can print your favourite photo for free at our Easy Print Kiosks and display it on our community gallery wall. This is your chance to help create a gorgeous mosaic of various photographs that highlight the beauty and uniqueness of life as you see it.

By participating, you stand a chance not only to share your images but also to win* exciting prizes. Signing up for our newsletter after participating will enter you into a weekly drawing to win an INSTAX mini Link printer. Each week, we’ll choose a photo that best captures the essence of ‘Life As You See It’, and the winners will receive this amazing prize, allowing to keep printing and sharing their treasured memories.

*The competition is only open to all residents in the UK and Ireland aged 18 years or over who attend the FUJIFILM House of Photography in person and follow the rules set out in paragraph

‘Life as You See It’ photography competition

We are also holding a ‘Life As You See It’ photography competition from June 1st to July 28th, 2024. This is your chance to show off your greatest work and compete for incredible prizes. The top three entries will receive large-format copies of their photographs and be prominently displayed in our exhibition. Additionally, all chosen entries will be featured in our upcoming brand video, bringing additional exposure and recognition for their creative talent.

Visit the Fujifilm House of Photography

Our fully renovated exhibition space in Covent Garden aims to inspire and engage the creative community. Beyond the show, you may browse our extensive product line, loan photography equipment, and purchase the latest FUJIFILM innovations. We want to make photography an accessible and joyful medium to express yourself, and we’ll be there for you every step of the way!

Don’t miss this opportunity to be a part of an exciting and creative photography exhibition. Whether you’re photographing magnificent landscapes, intimate experiences, or artistic images, we want to see life through your eyes. Bring your camera, phone, or other device to our House of Photography and express your perspective on the world. Let’s celebrate the beauty of life together!

To learn more and stay up to date, please visit our website and follow us on social media.

Elevating print with X-Photographers at Fotofair 2024

Who can better tell about the photo paper quality than those using it in the field? The same thought came to our minds. Our X-Photographers are the perfect ambassadors for showcasing the unparalleled excellence of our photographic paper. They rely on our products to capture and preserve their stunning images, ensuring every detail is rendered with precision and vibrancy. No doubt, their firsthand experience, skills, and passion can unveil the magic of photo printing in a whole new light. Thus, we are now joining forces with Fujifilm Electronic Imaging and our talented X-Photographers to elevate the art of printed photos!

Our first big step was a joint presence at the Fotofair in The Netherlands. It’s an annual event that gathers photography enthusiasts and professionals for a day full of inspiration, knowledge exchange, and fun. This was a huge hit and a fantastic opportunity to bring everything together. Fujifilm Electronic Imaging rolled out an impressive range of our top-tier cameras and equipment, and four of our incredible X-Photographers – Michael Graste, Marco Ter Beek, Jacques Yasemin, and Maarten van der Voorde – took the stage with captivating lectures and presentations, sharing their personal experience and useful insights.

We also presented our best-in-class photographic paper, showcasing large-format, high-end prints mounted on dibond, and underscoring the value and impact of printed photography. In this regard, a big shoutout to our partner, Profotonet, for helping create these stunning artworks. Their craftsmanship truly brought our vision to life and added an extra layer of excellence to the event.

Find out more about our photographic paper here.

Catching the Wave: Russell Ord x Sports Photography

On his path to becoming an internationally acclaimed photographer, Russell Ord has squinted down the lens at an intriguing mix of subjects over the years. From shooting world-class surfers and celebrity chefs to exploring remote landscapes. He’s roamed with Uunguu Rangers in the Australian outback, island-hopped across tropical fantasylands, and followed his photographic instincts through urban meccas. Meanwhile, his ocean images are famous for portraying both cruelty and majesty of the sea.

As one of the world’s leading surf photographers, he documented a treacherous spot in the Indian Ocean known simply as “The Right”. In pursuit of a unique angle, Russell put himself in a situation where the ocean’s most powerful forces converge. This challenging shoot became central to his acclaimed documentary “One Shot”.

Innovative Gear for Dynamic Photography

Recently, Russell got a chance to try out the new GFX100S II camera, together with the GF500mmF5.6 lens introduced at the last X Summit. This combination has revolutionized his approach to sports photography, bringing new, exciting features to the table.

“In the past, I have used the 500mm focal length (not with large format), and those lenses are bulky and very heavy, opposite to the look and feel of the GF500mmF5.6. The GF500mmF5.6 equipped with the GFX100S II is lightweight, compact and well-built. I can easily imagine climbing rocks, scouring sand dunes, and walking some kilometers/miles along the coast without concerns.”

“If I could use one word to describe the performance, it would be “breathtaking”, I cannot believe I have a 102MP Large Format camera that continuously focuses on my subject (handheld) and can produce imagery of the finest quality. Now, I can shoot action sports imagery (surfing) and simultaneously have my eye on possible gallery pieces and photos I can enlarge on a grand scale.”

The GFX100S II features the highest level of 5-axis image stabilization with a benefit of up to 8.0 stops for limitless large-format creativity. Image quality is one of the most significant factors in this GFX system. Apart from allowing for printing stunning enlargements with the finest details, it lets you have amazing clarity even in challenging weather conditions. Shooting out of a helicopter, doors off, with the GFX100S II and GF500mmF5.6, Russell got beautiful, detailed images despite the very windy conditions, fast erratic movements, and suffering motion sickness.

More beauty to it, the GFX100S II can continuously focus on a moving subject, such as a surfer flying across the wave, with subject and eye detection following him from start to finish without any hunting. It works not only in favorable conditions with high contrast and bright light, but also in low-light, backlit, and dark conditions while shooting flash.

“A saying I use a lot, “press the trigger at the right time”, still applies, but I must admit I love having 7fps on a large format camera. It’s a fine line in and out of the water missing that critical shot; the 7fps gives you many more opportunities to nail that exact shot at 102mp (mind-blowing).”

Find the full story here.