THE BIG SWITCH – Why I moved to Fujifilm

THE BIG SWITCH – Why I moved to Fujifilm

I was first introduced to the Fujifilm XT-1 in 2015 when Karlien Murray from AtPhoto brought her body for me to try out. Having seen many positive reviews on the colour rendition of the model, I found myself really impressed by what this little camera could deliver. I promptly ordered one alongside the f1.2 56mm lens - the combination was incredible, and I loved shooting personal projects with the combo…

LAUNCH: Fujifilm X-H1

LAUNCH: Fujifilm X-H1

Combining a robust, durable body with superior image quality and easy operation, the FUJIFILM X-H1 is the first camera in the series to include 5-axis 5.5 stops (*1)in-body image stabilization (IBIS), and the new Eterna Film Simulation feature, for outstanding video reproduction.

JOHN ARMSTRONG: Sobs, Luke and Lefty

JOHN ARMSTRONG: Sobs, Luke and Lefty

While working on certain shoots I made friends with 3 DJ’s (Sobs, Luke, and Lefty) and as we got to know each other, I found out they live in Masiphumelele and I live in Fish Hoek, so very close to one another, but totally different worlds. I had asked them if they would be interested in me doing a shoot with them in Masi, which they were keen....

Timothy Griesel - Star Trails with an X-E1

Timothy Griesel - Star Trails with an X-E1

I recently took the FujiFilm X-E1 with the XF18-55mm f/2.8-4 OIS out with me to capture some unique Star Trail images on one of the Photographic Workshops, The Photo Academy, has to offer and was pleasantly surprised with the ease with which I was able to capture some truly memorable Star Trails images. 

Joe Flemming - Bonafide Beards

Triumph Scrambler: Even without a prime lens the Fuji X-A2 was able to get some really nice close up shots while on the @SabieBubbleRun. This photo was taken during a little pit stop along the road of a Triumph Scrambler motorcycle. I’m falling in love with the #TriumphScrambler
Photo by @SoTallRightNow

I was skeptic at first, but in a fast paced life I couldn’t imagine going back to a bulkier camera. 

I bought my first real camera when I was in Iraq, back in 2004, I was 20 years old. My job back then with the US Army was to be an infantryman. Meaning I was on the ground every day walking around, sitting in the back of tanks, conducting raids and searches, meeting people and seeing the country. When I first arrived I had a little Sony Cybershot, and I used it all the time. During my time there I decided to upgrade to a DSLR. I had the eye for shots, and the DSLR helped me capture better quality photos. 

Bonafide Barbers:  I’m like a kid in a candy store with our new barber shop. Lighting and photography was our priority when it came to designing our shop. We wanted to make sure that photos were easy to do here with as much warm light as possible. Photo taken by @sotallrightnow during a storm at @Bonafide_Beards with the X-T1. #BonafideBarbers #BonafideBeards #UrbanGrindRoasters

Bonafide Barbers: I’m like a kid in a candy store with our new barber shop. Lighting and photography was our priority when it came to designing our shop. We wanted to make sure that photos were easy to do here with as much warm light as possible. Photo taken by @sotallrightnow during a storm at @Bonafide_Beards with the X-T1. #BonafideBarbers #BonafideBeards #UrbanGrindRoasters

Since my time in the Army and owning my first DSLR my love and passion for photos has grown more and more every year. I’m clearly not a full time photographer, but no matter where I go or what I do I always have a camera by my side. 
What has been difficult for me is the bulk of the camera and all the gear to come along with it. Not being a full time photographer means that I really can’t justify bringing a lot of gear with me. 
6 months ago I started using a Fuji X-A2 (and currently an X-T1). At first I was a bit hesitant to use it because it was much smaller than what I was used to and I didn’t think it was going to meet my expectations. I was wrong. 
I had to re-learn shooting on this new camera and it was a bit of a challenge. On my DSLR’s I shot on full manual, and with the X-A2 I had to learn my way around a new camera trying to figure out all the buttons. I enjoyed the challenge of learning something new and just about every night I would google/troubleshoot all my issues and they would get sorted out quickly. 

I eventually got to know the X-A2 on a very intimate level and I was able to make it work exactly how I needed it to. It came with me and the family on our trips, monthly rides with #BonafideMass, used it with product shoots for Bonafide Beards and what I really fell in love with was the fact that I was able to carry it around my neck while riding the bike. 


Sabie Bubble Run: @SabieBubbleRun was a motorcycle event that I hosted at the end of last year. It was the second #SabieBubbleRun.  Pictured: @Alanshenton leaning down with the rest of the #SabieBubbleRun group riding up Long Tom pass. I had one hand on the throttle, leaning down and over my bike, the Fuji X-A2 in the other hand and all while traversing up a mountain. It was actually quite easy and fun to capture. Photo by @SoTallRightNow #SabieBubbleRun2015 #BonafideEvents #BonafidePhotos #MeetSouthAfrica

In December last year I hosted a motorcycle run called the Sabie Bubble Run. There were 25 of us that went to the mountains, and the theme of it was “If it doesn’t fit on your motorcycle, it stays behind.” We camped, we got to know one another, we talked bikes and most of all we got to ride. 

On the second day of the run I happened to sling my Fuji around my neck on the way back from the store. My buddy was riding beside me and I decided to take a pic. When we got back to camp I synced a few of the photos directly to my phone, edited them and realised I was onto something. 

For the next 2 days of the run I slung my camera with me no matter where we went. I’m a very skilled and confident rider so riding with one hand and snapping photos of the guys while riding through the mountains
was not a challenge for me. It was a thrill. 

There’s no way I’d be able to enjoy my riding and photographing if I was using a normal DSLR. Having a light and mobile Fuji around my neck makes it very easy for me to do what I need to. 


Along with the mobility of the FUJI, having the wifi capability really changed my life with taking photos. I now had the ability to work with these photos instantly. At our barber shop (here at Bonafide Beards) I’ve been able to take photos of clients that come in, send them to my phone, sync them instantly to my desktop, quickly edit and push them out on our social platforms. 

This functionality is vital for our business in providing our customers with quality photos, real time. 

First Photo of the Bubble Run.  This was the first photo I took while riding on the @SabieBubbleRun. It was at this moment that I knew I was going to keep the Fuji X-A2 slung around my neck for the rest of the trip. Photo by @Sotallrightnow #bonafideevents #Sabiebubblerun2015 #bonafidephotos   

First Photo of the Bubble Run. This was the first photo I took while riding on the @SabieBubbleRun. It was at this moment that I knew I was going to keep the Fuji X-A2 slung around my neck for the rest of the trip. Photo by @Sotallrightnow #bonafideevents #Sabiebubblerun2015 #bonafidephotos


XPro 2 - Taking performance to new heights

XPro 2 - Taking performance to new heights

The XPro 2 boasts a Hybrid Viewfinder capable of instantly switching
between optical and electronic finders, plus an updated image sensor and processor, which dramatically improve image quality. By combining these features with the ultra-high image quality of FUJINON X-Mount lenses and the color reproduction technology accumulated through more than 80 years as a photographic film manufacturer, the X-Pro2 delivers the best ever results from an X-series camera.

FUJIFILM XF100-400mm F4.5-5.6 R LM OIS WR

The FUJINON XF100-400mmF4.5-5.6 R LM OIS WR is a super telephoto zoom lens that covers a 35mm focal length equivalent of 152-609mm. The high performance optical construction of 21 elements in 14 groups includes five ED lenses and one Super ED lens to help reduce chromatic aberration that often occurs in telephoto lenses. As a result, it delivers the highest image quality in its class. The lens has been designed for handheld shooting with a 5.0-stop* image stabilization system and weighs less than 1.4kg. Linear motor for fast autofocusing makes it perfect for shooting fast-moving subjects including aircraft and motorsports. The lens is also both weather and dust resistant and can operate in temperatures as low as -10°C, so it is suitable for use in a wide range of outdoor shooting conditions. A fluorine coating has also been applied to the front lens element to repel water and dirt, further improving the toughness of the lens.

Main Features

 (1) Reduced chromatic aberration to help deliver high resolution images

・ The optical construction of 21 elements in 14 groups, which includes five ED lenses and a Super ED lens, delivers results comparable to a fluorite lens, and by reducing axial chromatic aberration it produces images full of detail.
・ The maximum magnification is 0.19x, enabling users to shoot telephoto macro images.

 (2) Class-leading 5.0-stop image stabilization

・ A 5.0-stop image stabilization system – the most powerful in any super telephoto zoom lens – produces bulr-free results even at the maximum telephoto setting of 609mm (35mm equivalent). Also, if panning is detected, the lens automatically switches camera shake correction to the vertical plane only.

 (3) Fast and quiet AF thanks to twin linear motors

・ Twin linear motors are used to deliver fast focusing on moving subjects. The motors are so quiet that the lens is ideal for shooting live music performances and theatre productions. 
・ Even faster AF shooting is possible with the focus limiter function, which limits the close focusing point to 5m.

 (4) Compact and lightweight design

・ The FUJINON XF100-400mmF4.5-5.6 R LM OIS WR has a weight of less than 1.4kg and reduces the strain of shooting handheld substantially. When mounted to the FUJIFILM X-T1 body, the combined weight is below 2kg. It enhances user mobility. In addition, the weight distribution of the lens when attached to a body makes it feel lighter than it really is. 

 (5) Weather/dust resistance, -10°C low-temperature operation and fluorine coating

・ The lens features 13 water and dust resistant seals at 12 points, allowing you to shoot with confidence in tough outdoor environments.
・ The fluorine coating applied to the front lens element is water repellent and it is less susceptible to smudges and can easily be cleaned. 

 (6) Lens hood with a polarizing filter window and lock mechanism

・ The lens hood features a sliding window so a polarizing filter can still be accessed even when the hood is in place. 
・ The hood also features a locking mechanism to keep securely attached to the lens. 

 (7) Compatible with the 1.4x Teleconverter

・The lens offers compatibility with the XF1.4X TC WR teleconverter. When attached, it becomes a 140-560mm F6.3-8 or 213-853mm (35mm equivalent). Phase detection AF shooting remains possible, even at F8. 

 (8) Accessories

・ A lens plate (MLP-75XF) compatible with ARCA SWISS tripods is available as an optional extra. This plate is also compatible with the XF50-140mm F2.8 R LM OIS WR.



the FUJIFILM X70, a premium compact digital camera featuring a new FUJINON 18.5mm*1F2.8 lens suitable for a range of applications from landscapes to snapshots. The camera, which will be available in February 2016, features an APS-C sized X-Trans CMOS II sensor and EXR Processor II image processing engine.

The X70 bears all the hallmarks of the range combining a simple manual operation with superior image quality and versatile picture-taking functions. The X70 is the first X-Series model to offer a touchscreen display that rotates 180 degrees enabling users to shoot from up high, down low and capture selfies.

Key features of the X70

1. New FUJINON 18.5mm F2.8 lens for a wide range of shooting conditions from landscapes to snapshots!

By using the optical design from the X100T, it has been possible to develop a compact, high quality wide-angle lens in a smaller, thinner body. The single focal length lens distributes light evenly across the frame to produce a high-resolution image from the centre to the edges.


2. High-quality finish and easy operation encourage creativity

Weighing approximately 340g*2, the X70 is the lightest X-Series camera with an APS-C sized sensor. The top-plate features milled aluminum exposure compensation and shutter speed dials, making it easy to quickly access key features, while the aperture and focusing rings are also made from milled aluminum to help keep weight down. Apertures can be changed in 1/3 or 1 stop increments, plus the focusing ring doubles up as a control ring for quick access to a range of functions.

The X70 is also equipped with an Auto Mode Switch lever for selecting the fully automatic Advanced SR Auto mode. Once selected, the camera automatically chooses the optimum settings for great results on any scene.



3. Compact body with an APS-C sized X-Trans CMOS II*3 sensor and EXR Processor II image processing engine


Key technologies that deliver the high quality images unique to X-Series models have been compressed into a pocket-sized body. This includes the stunning color reproduction technology, developed as a result of more than 80 years of photographic film research, and the unique Lens Modulation Optimizer (LMO) image processing technology that corrects optical defects such as diffraction to achieve edge-to-edge sharpness and a realistic three-dimensional effect.

On-sensor phase detection AF focuses in an ultra-fast 0.1 sec*4 and, thanks to the high-speed EXR Processor II image processor, the camera starts up in just 0.5sec*5, has a shutter time lag of 0.01sec and shooting interval of 0.5sec*6.


4. The first 180-degree tilting touchscreen LCD in an X-Series camera

The X70 features a touchscreen LCD; a first for the X-Series. Turning on the Touch Panel Settings enables Touch Shot and Focus Area Selection when shooting. During playback, intuitive smartphone-style operations including swipe, drag, pinch in/out, and double-tap scaling can be performed. By combining the Touch Shot function with the 180-degree tilt LCD, you can get even more creative. Place the camera on the ground and use Touch Shot for a child’s or pet’s eye view. The same function also makes it easier to shoot selfies.


5. Dedicated accessories to expand the world of the X70

Four dedicated optional accessories have been developed to make the X70 more versatile. The four include the BLC-X70 half leather case for protection and to provide an extra grip, the LH-X70 lens hood to cut down flare and ghosting, the VF-X21 optical viewfinder for those who prefer to frame images through a finder and the WCL-X70 wide conversion lens giving a 21mm view (35mm equivalent).

*1 35mm format equivalent: 28mm.

*2 Weight including battery and memory card.

*3 X-Trans is a trademark or registered trademark of FUJIFILM Corporation.

*4 Fujifilm research based on CIPA guidelines in High Performance mode as of January 2016.

*5 In High Performance mode.

*6 MF mode.


Main features of the X70

(1) Function-driven FUJINON 18.5mm F2.8 lens

Comprising seven elements in five groups, including two high-performance aspherical elements, the lens delivers highly detailed images with minimal aberrations, excellent sharpness and beautiful color reproduction. FUJINON's unique HT-EBC coating has also been used to control flare and ghosting.

・ The 9-blade aperture diaphragm combined with the large F2.8 aperture and high-quality optics lets users take photos with beautiful bokeh effects.

・ A close focusing distance of approx. 10cm*7 lets users enjoy all the benefits of macro photography.

(2) Easy operation and a premium finish

・ By using smooth aluminum for the body and shutter speed and exposure compensation dials on the top-plate, the X70 has a premium look and feel without being too heavy.

・  The aperture can be adjusted by 1/3 stop increments using the aperture ring, while up to ±3 stops of exposure compensation is available on the top-plate dial.

・  It is also equipped with an Auto Mode Switch lever for selecting the fully-automatic Advanced SR Auto mode. In this mode, the camera automatically chooses the optimum settings for a given scene to make shooting effortless.

・ The X70 is equipped with eight Fn buttons, each one of which is customizable. Further user customization is offered via the Q Button on the back of the camera: all 16 functions can be chosen according to the user's preference.

・  The camera is designed to allow the photographer to keep their left hand on the lens’s aperture ring with their right hand operating the shutter speed and exposure compensation dials on the top-plate. This allows instant changing of settings to meet the photographer’s needs.

・  The lens barrel features a control ring in addition to the aperture ring. Depending on the shooting mode, various functions are automatically assigned to the control ring making them quicker to access and change. Functions such as ISO sensitivity, Film Simulation, white balance, continuous shooting and the Digital Tele-converter can be assigned by pushing the control ring setting button on the left side of the body.

・ The X70 features a bright, highly detailed 3.0-inch monitor with 1.04 million dots that has a wide viewing angle and can be tilted 180°. The tilting screen is useful for shooting from a low-angle for children and pets, from a high-angle above large crowds or obstacles, or for capturing self-portraits.

(3) Perfect your photos with Film Simulation modes and other creative features

・ The X70's 16.3-megapixel X-Trans CMOS II sensor controls moiré and false colors with the X-Trans color filter, with its random arrangement of RGB pixels negating the need for a low-pass filter. Combined with the EXR Processor II processing engine, the camera delivers images with impressive levels of sharpness and low noise.

・ Fujifilm’s unique color reproduction technology, created through years of researching photographic films, helps reproduce warm skin tones, bright blue skies and rich greens.

・ A high ISO setting of 51,200*8 has been made possible by optimizing noise reduction processing. Noise is reduced even at these ultra-high sensitivities, reproducing deep blacks.

・ Diffraction*9 is corrected by the unique Lens Modulation Optimizer which delivers superb detail even when the aperture is set to F16.

・ The X70 features CLASSIC CHROME Film Simulation mode, which delivers muted tones and deep colors. Users can choose from ten other modes that simulate the effects of traditional Fujifilm films. These include color reversal film effects (Velvia/PROVIA/ASTIA), professional color negative film (PRO Neg.Std / PRO Neg.Hi), monochrome filters (MONOCHROME, Ye filter, R filter and G filter) and SEPIA.

Advanced Filter functions are also available on the X70. Users can choose from eight different artistic effects:


Pop Color - Emphasizes contrast and color saturation.


Toy Camera - Creates shaded borders as if you were taking a photo on a toy camera.

Miniature - Adds top and bottom blur for a diorama or miniature effect.

Dynamic Tone - Creates a fantasy effect by boosting tones.

Partial Color - Retains one selected original color and changes the rest of the photo black & white. Colors can be selected from red, orange, yellow, green, blue and purple.

High Key - Enhances brightness and reduces contrast to lighten tonal reproduction.

Low Key - Creates uniformly dark tones with few highlight areas.

Soft Focus - Creates a look that is soft throughout the whole image.

The Multiple Exposure function offers users the chance to combine two separate subjects into one photo, perfect for adding people into images.

The camera's aspect ratio can be selected from 3:2, 16:9, and 1:1 (square) to accommodate a wide range of photographic styles.

The camera also features an ADVANCED SR AUTO mode, which recognizes faces and every scene type before automatically optimizing the focus, exposure, ISO and other settings.

Interval timer shooting for time lapse photography is available with intervals of one second to 24 hours for up to 999 frames.

The camera has a completely silent electronic shutter that is capable of exposures up to 1/32,000sec. . Photos with a shallow depth-of-field can now be shot with the aperture wide open. As there are no mechanically operated parts, candid shots of animals and sleeping babies can be captured more easily.

Other features include a Digital Split Image for precise manual focusing, and Focus Peaking, which highlights the part of the scene that is in focus. This can be highlighted in white, red or blue, providing a focusing guide even when photographing a scene that's tricky to focus on.

(4) Intuitive operation with the touchscreen display

The X70’s touchscreen panel, the first in an X-Series model, enables  to be comfortable and intuitive use. Turning the Touch Panel Settings on allows the following operations during shooting and playback modes:


Shooting Modes

Focus Area Selection: Move the focus point to the chosen position by tapping the LCD monitor.

Touch Shot: Touch to focus on a specific point, then take the picture.

Playback Modes

Swipe Movement : Swiping a finger across the screen scrolls through the images, one after another.  

・Double-Tap Enlargement: Tapping the screen twice will enlarge the image, centering on the active focus point when the images was taken.

Drag: Moving a finger across the screen when an image is enlarged will move it around the frame.

Pinch out: Placing two fingers on the screen and widening the distance between them enlarges the image.

・Pinch in: While the image being displayed is enlarged, placing two fingers on the screen and narrowing the distance between them reduces the image size*10.

・ All the touchscreen functions are disabled when the Touch Panel Settings are turned off.

(5) Digital Tele-converter *11 with three settings

One body, three lenses. The X70’s fixed lens offers a 28mm angle of view (35mm equivalent) but, thanks to the first Digital Tele-converter in an X-Series camera, users can also select 35mm and 50mm options. Settings for the Digital Tele-converter can be changed within the menu, or on the control ring on the lens barrel, enabling users to quickly check the image on the LCD before shooting.

(6) AF system with Zone and Wide/Tracking modes for effortless capture of moving subjects


・ The AF system offers the standard 49-point Single Point mode for high speed and precision focusing, as well as the new Zone and Wide/Tracking modes that use a larger 77-point area to capture moving subjects.

Zone mode allows users to select a 3x3, 5x3 or 5x5 zone out of the 77-point AF area. During AF-C*12, the camera continually tracks a subject, positioned at the centre of the zone. The centrally-positioned 3x3 and 5x3 zones deliver fastest focusing thanks to the on-sensor phase detection AF.

・ The Wide/Tracking mode is a combination of the Wide mode (during AF-S), in which the camera automatically identifies and tracks the area in focus across the 77-point AF area, and the predictive Tracking mode (during AF-C), which uses the entire 77-point area to continue tracking a subject. This feature enables continuous focusing on a subject that is moving up and down, left and right or towards and away from the camera.

・ The Single Point mode divides the focus area into smaller sections to accurately determine the distance to the subject for greater focusing precision. The working range of the on-sensor phase detection AF works at high speed even in low light conditions or on a low contrast subject.

・ The camera features Eye Detection AF, which automatically detects and focuses on human eyes. The function allows you to easily focus on the eyes even in difficult conditions – when shooting a portrait with a very wide aperture to obtain strong bokeh effects, for example.

・ The Auto Macro function automatically activates the Macro mode while maintaining AF speed, eliminating any need to press the Macro button to capture a close-up. This allows you to re-assign the Macro button to a different function.

・ A new optimized AF algorithm delivers a smoother and more natural AF action during video recording.

・ With the combination of the phase detection AF data and subject motion predictive AF, the camera is capable of continuous shooting with AF-C at up to approx. 8.0fps.

*12 AF system continuously focuses while pressing the shutter button halfway.

*13 When set to AF-C and CH, the focus area is fixed to the range of Central 3x3 ("Single Point" mode), or Central 5x3 ("Zone" / "Wide / Tracking” mode).


(7) Full HD video with the X-Trans CMOS II sensor

・ 60fps smooth Full HD movies can be shot with the X70. 50fps, 30fps, 25fps and 24fps frame rates are also available.

Film Simulation modes, including the latest CLASSIC CHROME, and detailed white balance setting is also possible.

・ Exposure can be set manually during movie shooting. Aperture, shutter speed*14 and ISO sensitivity can be changed enabling movies to be shot using an exposure of the user's preference.

High-speed, high-precision focusing is made possible by activating Intelligent Hybrid AF, which automatically switches between phase-detection AF or contrast AF according to the scene, even during movie shooting. Manual focus is also possible.

・ Six types of scene recognition functions can be used so that users can capture beautiful movies.

・ A high bit rate of 36Mbps enables high definition capture of delicate movements.


(8) Built in Wi-Fi for shooting from your smartphone or tablet devices*15


・ By downloading the free FUJIFILM Camera Remote app to your smartphone or tablet device, users can use the Remote Control function, which allows a wealth of control, even from a distance. This functionality is great for a wide variety of shots, including group photos, self-portraits and animals in their natural habitat.

・ Photos and videos can be sent to devices such as your smartphone with an easy one-touch operation. Pictures and videos on the camera can be browsed, selected, and imported using your smartphone, all without the hassle of inputting an ID or password. It is also possible to add location information acquired by the smartphone or tablet to the image.

・ Photos can be sent directly from the camera to the instax SHARE Smartphone Printer for instant instax prints.


Premium accessory line-up

Leather CaseBLC-X70A stylish, authentic leather case that has a wonderfully tactile feel that perfectly suits the X70's design. With the X70 snugly protected, you can change batteries without removing the case. A matching leather hand strap and protective cloth are included.

 ・ Lens Hood(Adapter Ring Included) 「LH-X70

Precision milled from metal, the lens hood and adapter ring will be available as a set. The adapter ring is also compatible with commercially sold 49mm filters.

 ・ External optical viewfinder VF-X21

Attaches to the top-plate mounting shoe above the optical axis of the lens, the optical finder provides a bright frame for the 28mm and 21mm angles of view*18 (35mm-format equivalent). Also includes a suede case for protection.

*18 Effective angle-of-view when the WCL-X70 wide-conversion lens is mounted.

 ・ Wide Conversion Lens「WCL-X70*19

The WCL-X70 is a dedicated wide conversion lens that multiples the fixed focal length by approx. 0.8x, converting it to 21mm (35mm format equivalent). Not only does this lens emphasize perspective, it is also perfect for capturing a broader view such as when shooting in tight spots or landscapes. (Expected release in Spring 2016)

*19 The X100 Series dedicated WCL-X100 and TCL-X100 conversion lenses cannot be used on the X70. A firmware upgrade is planned for public release with the launch of the WCL-X70 - please make sure you upgrade to the latest firmware.