“A camera is a tool for creating artwork.” Fujifilm has always stood by this philosophy when manufacturing photographic equipment. The main objective is to create art – i.e. “photographs”.

Fujifilm’s history of camera production began in 1948 with the launch of the FUJICA Six I BS 6×6 folding viewfinder camera. Since then, the company has consistently communicated, through its cameras, the “joy of photography.” Medium-format cameras can be described as the origin of Fujifilm photographic equipment.

In order to address the needs of professional and enthusiast photographers, the company began a pursuit for greater shooting applications and operability, taking its evolution of camera equipment to a path distinctively different from that of its competitors.

The FUJICA G690 was designed for tour group photography, the FUJICA GS645 was the ultimate lightweight and compact camera, the FUJICA PANORAMA G617 Professional was a medium-format panorama camera with the long side of the frame measuring 6x17cm, the FUJI GX680 Professional was a portrait camera equipped with a film holder that revolves according to the portrait / landscape image orientation and the GA645 was the world’s first autofocus, fully-automatic medium-format camera.

In its camera history, Fujifilm tirelessly pursued the ultimate in medium-format cameras, advancing technology and image quality in the process.

For over 80 years, Fujifilm has, as the company name suggests, advanced as a photographic film manufacturer. It developed various types of photo films in search of expressive color reproduction.

Upon encountering a scene that evokes an emotional response, we tend to remember the atmosphere, the emotions felt, and the colors of the scene. Fujifilm carried out many years of research and development in an attempt to faithfully reproduce the colors in your mind.

These efforts led to the development of Japan’s first motion picture film, and the eventual launch of FUJICOLOR N100, heralding the age of color photography. With FUJICOLOR F-II 400, ISO400 became a practical and usable ISO sensitivity, FUJICOLOR REALA achieved color reproduction as close to what the human eye sees as

practically possible and FUJICHROME Velvia ultra-vivid color reversal film revolutionized the approach to color reproduction.

Fujifilm released a series of photographic film products that delivered uniquely iconic color presentations and this know-how has now been reborn in the world of digital imaging.

FUJIFILM has explored its unique imaging and optical technologies to convert “photographic image quality,” attained through its history as a photographic film and camera manufacturer, into “digital photographic image quality.
”This process culminated in the development of the “GFX” mirrorless digital camera, introduced as the ultimate in image quality.
Its astonishing resolution and the unique ability to capture atmosphere in the air, pioneered a new era in the world of digital photography.
Two years on, and the GFX system is evolving with new technology to move on to an ultimate stage.

The GFX mirrorless digital camera combines a large 102MP CMOS sensor with high-per formance GF lenses to deliver unsurpassed image resolving performance and color reproduction capability. This large sensor features high speed phase detection AF, first seen in the X Series range of mirrorless digital cameras.

Phase detection pixels are embedded at high density across the sensor surface to provide high speed autofocusing with excellent accuracy.

The superior image quality coupled with the fast phase detection AF allows the camera to reach a new audience in moving subject large format photography.

This system meets and exceeds the creative needs of professional photographers.

The vertical battery grip is now integrated in the third generation GFX camera giving enhanced durability, handling and useability.

The contour of the body and button layout has been designed based on feedback from various fields, commercial, fashion portrait and landscape photographers to ensure advanced performance and easily adjustable camera settings.

After developing the GFX 50S and GFX 50R, now the third generation will come.

The “X Processor 4” is capable of handling the massive amounts of data collected by the high resolution sensor. This image processing engine is designed to meet the needs of the professional photographer.

Thanks to the unique color science technology developed over many years of photographic film production, the FUJIFILM Film Simulations, can now come alive in images of over 100M resolution.

The new sensor and the “X Processor 4” allows for amazing video functionality. This new camera supports 4K video recording at 30p for a unique medium cinematography look, depth of field, tonality, while utilizing the full phase detection AF and in-camera image stabilization.

All the video functions that the X Series is famous for are also packed into the GFX camera body to pioneer a new world of videography.