The Secret of Successful Commercials: David Lineton & GFX newbies

In commercial photography, each object has something special about it. Its colour, shape and texture, its origin or functionality may tell nothing separately but all together, they show off a distinctive character embedded within – and it’s a story to tell.

In the hands of a London-based photographer David Lineton, a camera turns into a magic tool that extracts the extraordinary from the seemingly prosaic. Creating commercials for world-known brands like Jo Malone, Ogilvy, Huawei, DMR Jewellery, and others, he brings to the surface the unique essence of products, catching games of shadows, reflections, and forms with the exceptional attention to detail.

For this purpose, he found his personal perfect match – FUJIFILM GFX100 II and FUJINON GF110mmF5.6 T/S Macro. This combination gave him an opportunity to streamline the commercial workflow and reach impressive professional heights.

“With the GFX100 II, everything we’ve seen in the GFX System is improved. Though it’s fundamentally a similar sensor and delivered image, fine tweaks make it that much better. The camera now boasts so many more capabilities for professionals,”

– David Lineton.

Photo 2023 © David Lineton | FUJIFILM GFX100 II and FUJINON GF110mmF5.6 T/S Macro, 1/4 sec at F16, ISO 100

With its ergonomic body and intuitive design, GFX100 II is extremely comfortable and easy to use during photo and video sessions. It offers astonishing 102 megapixels, giving incredible clarity even with 100% zoom or when cropping in on files. It is also our first body with built-in Camera-to-Cloud capabilities, which allows to drop files directly to a cloud, significantly speeding up the workflow.

Exploring various tilt-shift approaches with GF110mmF5.6 T/S Macro, David opened up plenty of opportunities for optical creativity, such as playing with the focus or depth-of-field effects, and much more. In-camera correction of converging lines also helps avoid visual issues when experimenting with angles.

“Stand-alone, GF110mmF5.6 T/S Macro is an excellent and phenomenally sharp lens. Through and through, it’s beautiful. But the huge benefit for me, as a commercial photographer, is that I can change the plane of focus in relation to the sensor. You can create sharpness in different areas of the frame. For example, across the surface of a table viewed from a three-quarter angle,”

– David Lineton.

The combined potential of these GFX System’s additions allows commercial photographers catch product’s slightest details and use them seamlessly to create its brand-new perception. Curious about the full story? Click here and find out more about David’s insights into settings preferences for extraordinary commercial sessions.

Emmerson Press Triumphs at Digital Printer Awards with the JetPress 750S

In a dazzling triumph at the recent Digital Printer Awards on November 22, Emmerson Press got the Inkjet In Commercial Print award with their extraordinary “Another Lost Summer” photobook. Judges titled it “a great example, demonstrating the creative and process control that digital inkjet offers the commercial print industry”, recognising company’s commitment to innovation and print excellence.

“The product eliminates waste while also ensuring flat and smooth tints, and high-quality output in production,”

judges at Digital Printer Awards.

“We’re thrilled to receive recognition for our work as a commercial printer. The “Another Lost Summer” photobook demonstrates the outstanding quality that the Jet Press 750S is capable of printing,”

Jamie Emmerson, Director of Emmerson Press.

Emmerson Press is a family-run printing company based in the UK, with trusted expertise in commercial printing. The company have always been at the very forefront of technological advancements, investing in the latest innovative equipment with an enviable courage. In 2016, they made history as the first company in the UK to install a Jet Press 720S, which they subsequently upgraded to the new Jet Press 750S.

“In September, the first month of operations, we ran 40% more sheets, which is a testament to the increased speed and productivity,”

Jamie Emmerson, Director of Emmerson Press to the Printweek magazine.

Both machines empowered Emmerson Press to consistently produce high-quality photobooks which have already gained recognition at various prestigious events. For instance, in 2019, the company produced a high quality hardcover book to accompany the “Roses” photo project made by famous British fashion photographer Nick Knight, who also created advertising campaigns for Christian Dior, Yves Saint Laurent and Calvin Klein. All the pictures were printed on the Jet Press 720S, making use of its exceptional print quality and extensive colour functionality. One more famous project rose up in 2020-2021, when Emmerson Press supported the launch of the luxury magazine Soul Kind, printed on the Jet Press 750S. The new machine allowed them to benefit from getting ultrahigh quality for the short-run creative content.

This year marked another milestone for Emmerson Press as they became the first company in the UK to invest in our Apeos Pro C810 toner press, reaffirming their commitment to staying ahead in the commercial printing industry.

Notably, company’s success at the Digital Printer Awards 2023 made their debut at the competition and also gave a great platform to showcase their fascinating work. Our partnership is a story of sharing challenges and success, providing continuous support whenever its needed. We are proud to be their partners and are looking forward to new achievements!

Fujifilm & Willich Packt’s: Turn E-Waste into a Good Deed

Have you thought about what happens with your electronic gadgets after you toss them away? We live in times when fast-tech is running the show, and devices are replaced with new versions so fast, that you can barely notice. Mobile phones, laptops, toasters, lamps, fairy lights, fans, or one-time-use vapes – we discard 155,000 tonnes of electricals every year, instead of reusing or recycling them. As a result, this whole “mountain” of discarded gadgets is piled up in drawers, cabinets, or rubbish bins, creating one of the fastest growing waste streams – and a big threat to the environment and human health.

The United Nations International Telecommunication Union has set the target to raise the amount of recycled e-waste to 30%, and we are happy to make our own little step contributing to safer future for everybody. Our teams in Ratingen and Willich supported the Willich Packt’s initiative to collect e-waste for recycling and get further use of it for good deeds.

Since October, we collected old mobile ones, printer cartridges and remaining currency that is no more in use and have already handed it all over to our partners. These old electronics will now be recycled, the currency is going to be exchanged, and every single cent from this initiative will work its magic to support the Willich Christmas Wish Tree and make the wishes of children and adolescents from Willich in need come true.

How May Your Old Phone Ruin the Planet?

The problem is that your discarded mobile phone does not just litter the planet by taking up the space but they also may be not friendly to the environment, bringing serious damage. Most mobile phones, as well as some other gadgets, may contain hazardous chemicals such as lead, mercury, cadmium, or arsenic. If we don’t recycle them properly, these may end up in our water, air, and soil.

Just over 17% of the global e-waste is properly recycled, with Europe collecting around 55%. The rest ends up in landfills, damaging the planet. And the WEEE says, by 2030, global e-waste generation will reach 74 million tonnes a year.

How to Make Use of E-Waste?

75% of all materials in your old electrical devices can be recycled. Often, there are valuable, even rare, materials that could have been recovered and reused turning into useful things like reusable accessories, plastics, precious metals for microchips and dental fillings, or hard metals which can then be used in construction, for airplanes, and a broad range of home items. Not to say about the amount of energy it can save! Let’s talk numbers: according to the Scientific American magazine, if we were to recycle the estimated 130 million phones thrown away every year only in the USA, we could potentially save enough energy to power nearly 25 000 homes for the whole year.

“If we went ahead and recycled one million laptops, too, we would save the energy equivalent to the electricity used by 3,657 U.S. homes in a year. Furthermore, for every million mobile phones we recycle, 35,274 pounds of copper, 772 pounds of silver, 75 pounds of gold and 33 pounds of palladium can be recovered. Recovering these valuable metals through recycling precludes the need for mining and processing that much new material from the Earth, thus not only conserving natural resources but preventing air and water pollution as well,”

Scientific American magazine.

You Can Contribute Too!

So, what can you do? Anything with a plug, a battery or a cable can be recycled. Instead of just tossing not used electronics away, let’s find ways to give them a new life. As e-waste does not belong to the regular waste, look for the nearest collection points or special recycling bins in your town. It is better to divide your e-waste by kind, separating those needing extra handling, such as batteries. After collection points, your old devices will be sent to specialized electronics recyclers, separated, and turned into new items, or managed properly. Get free from your electronics consciously and make a difference!

1000 trees in Ratingen: Growing a Change

Each day, 42 million trees in the world are cut down. That is more than 15 billion trees per year. Humans have already destroyed more than 40% of all the trees on the planet, and speed and intensity of the destruction leaves no space for optimism. Deforestation is beginning to take its toll as global temperatures rise and the effects of climate change become noticeable.

Only two years ago, at the UN Climate Change Conference, over 130 countries representing 85% of the world’s forests made pledges to stop and reverse deforestation by 2030. And now, the WWF publishes its fresh Forest Pathways 2023 report, claiming that the world is already off track to reach the goal in time. Reforestation is struggling to catch up, and the lack of progress on commitments clearly puts the world at risk of missing key targets.

Taking a Stand for Nature

During the month of COP28, we launched a reforestation project in collaboration with the PLANT-MY-TREE®. After the 1000 trees planted last year in Düsseldorf, one more thousand of trees were planted in Ratingen on November 9th, aiming to reduce our environmental impact and contribute to biodiversity. This project also supports our Sustainable Value Plan 2030 which aims to eliminate CO2 emissions by FY2040 and reflects our ongoing commitment to protect nature and safeguard the planet. To ensure the long-term impact and strong and healthy tree growth while preserving the area, we will put our newborn mixed forest under the regular monitoring.

Why is it important?

Trees are what makes this planet “breathe”. They soak up carbon dioxide and generate clean air, helping reduce the concentration of greenhouse gases and being the devoted partner in a fight against global warming. Apart of that, a single tree can be a home for hundreds of plants, insects, moss, and mammals. Bringing back trees through reforestation supports their natural habitats and creates a safe environment for plants, insects, birds, and other creatures. It preserves biodiversity and helps stop the extinction of species.

“Planting trees is not only about creating a carbon reserve, but also about reducing the risk of flooding and erosion, improving the water cycle and air quality, and providing valuable resources to local communities, such as the one in Ratingen where we operate our European headquarters,”

Luana Porfido, European Head of Corporate Communication and ESG Management FUJIFILM Europe GmbH.

Through this collaborative effort, we aim to contribute to a safer future for new generations, and we encourage you to join. You can help directly by planting or purchasing trees, or you can also promote the initiative among friends and family, fostering the awareness. Step by step toward a change!

INSTAX Biz – Your Perfect Business Marketing Tool

What makes you memorable in the sea of handshakes and small talk? Is it your pixie haircut, glow-in-the-dark sneakers, contagious laugh, or funny stories you make up on-go? In a saturated market, standing out is a necessity. Your brand needs that “glow-in-the-dark sneakers” – a distinctive element that makes people go “ah, that’s the one!” You have to turn a casual passer-by into a loyal fan, and it’s not about being louder – it’s about creating lasting memories.

With this in mind, we are launching a revolutionary business and event-oriented marketing tool – INSTAX Biz. It’s a free smartphone app that offers a seamless solution for elevating your brand presence, with unparalleled opportunities for creativity and personalization. Just in a few clicks, it totally transforms your promotional game, and here’s how.

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Celebrating 25 Years of INSTAX

Remember how you used to sit on a sofa with your grandma, looking through those old family polaroids, putting them on your knees, one by one. There was something that made her hands tenderly hold the picture a little bit longer. Something making her breath rhythm changed. It was not a photograph but a story, a raw moment of presence, a memory that could never be repeated. And then you got it in your hands, with this unexplainable feeling of touching a true treasure. It felt like magic, didn’t it?

And now look, that’s you holding the instant photo taken with your best friend in a crowded street last week. Both showered by rain, shining with joy, with a coffee in your hand and sincere laugh being the only sources of warmth that day. And now you’re fingering this feeling caught in a photo and smiling. And getting warmer.

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 2225 Years of Company Loyalty Celebrated!

The long-awaited jubilee celebration at Fujifilm came place after an astonishing four-year pause due to the challenges created by the epidemic. 107 jubilarians from FUJIFILM Europe GmbH and FUJIFILM Imaging Systems GmbH & Co. KG gathered in Ratingen to celebrate their extraordinary 10, 25, 30, 35, and even 40 years of committed service to the firm. A remarkable 2225 years of business loyalty!

The evening began with a pleasant champagne welcome, during which Yoshiki Kimura, Managing Director of Fujifilm Europe, and Bernd Gansohr, Managing Director of FUJIFILM Imaging Systems, personally honored the staff for their long-standing dedication to the company. An expression of gratitude that emphasized Fujifilm’s familial spirit.

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INSTAX Pal lands in TIME’s Best Inventions of 2023

The new INSTAX Pal gets a Special Mention in TIME’s Best Inventions of 2023 list, setting the next standard of what instant photography can be.

Big news for INSTAX! Right at the doorstep of brand’s 25th anniversary, its latest newbie, a palm-sized digital camera INSTAX Pal, has been selected as TIME’s BEST INVENTIONS of 2023 in the Special Mention section. It marks a great milestone for INSTAX series, recognizing our commitment to pushing the limits of photography and changing lives by transforming the way we create and share memories.

“These days, snapping photos with your phone is so universal it’s almost boring. If you’re looking for a more tactile experience but still want to keep things simple, the pocket-sized Fujifilm INSTAX Pal camera offers the benefits of a digital camera — like the option to add filters or share your photos — as well as the ability to print out mini snapshots in 15 seconds,”


Every year, TIME magazine unveils the list that sets the world abuzz, showing off the most impactful products and ideas from around the world. It became a hallmark of technological and creative breakthroughs that have the potential to change the way we live, work, and interact with the world. This year’s roundup includes “200 groundbreaking inventions” and 50 “Special Mention” inventionsand for the first time, INSTAX product landed among them in the TIME’s list.

What makes INSTAX Pal standout?

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Fujifilm’s Strategic Acquisition Enhances Leadership in Semiconductor Materials Manufacturing

In a transformative move that underscores its commitment to becoming a leading force in the semiconductor materials manufacturing industry, FUJIFILM Corporation has successfully completed the acquisition of the electronic chemicals business previously owned by Entegris, Inc. This acquisition, which amounted to $700 million, not only fortifies Fujifilm’s position but also reinforces its dedication to innovation and excellence in the realm of electronic materials. This transformative development is a significant step in their journey towards achieving a revised sales target of JPY 500 billion by 2030.

Expanding Horizons

The acquired business, formerly known as CMC Materials KMG Corporation, is now rebranded as FUJIFILM Electronic Materials Process Chemicals. With this strategic acquisition, Fujifilm has broadened its product portfolio in electronic chemicals. The new addition includes a comprehensive product line-up and twelve additional sites across the United States, Europe, and Singapore, marking Fujifilm’s first electronic materials manufacturing site in Southeast Asia. This expansion brings Fujifilm’s total electronic materials manufacturing footprint to 18 strategically located sites, ensuring enhanced supply chain resilience for the semiconductor industry.

Diversified Product Offerings

One of the standout advantages of this acquisition is the ability to offer a more comprehensive range of electronic chemicals to customers. This includes the inclusion of the High Purity Process Chemicals (HPPCs) product line, a vital component in the semiconductor manufacturing process, primarily used for etching and cleaning silicon wafers. This addition complements Fujifilm’s existing products in formulated products and high purity solvents. Furthermore, this strategic move also incorporates the Total Chemical Management business, which encompasses on-site and off-site logistics services provided to customers in Southeast Asia and Europe.

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