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.
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 Frame.io 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.