Goodbye Fujifilm

I bought my first proper camera two years ago when I broke up my my ex wife. I called up a friend who was into photography and asked for advice. He recommended one of the Fujifilm X-series cameras and that is what I got. I used to do travel and street photography back then. As an amateur photographer, I found the ISO and shutter speed dials, as well as the aperture rings on the lens extremely intuitive, particularly for someone like me who was getting used to shooting in manual mode. Even though I am now leaving Fujifilm, I am sure I am going to miss my X-T3 camera, as well as the kit lens (XF 18-55mm) and the XF 35mm F2 for travel photography due to the extremely compact size of the camera plus lenses combo. But things have changed.

I have never done any fashion or lifestyle photography at all before December 2020. It all happened by chance. One afternoon I went to central London with the X-T3 and the 35mm with the view of doing some street photography. In fairness, the inspiration wasn’t there. Then I bumped into my friend Joe and a bunch of other people who were doing a flashmob.

Laurita, Fujifilm X-T3 & XF 35mm f2 lens

I spent the following lockdown learning the technique on You Tube. As restrictions were about to be dropped, I invited my friend Johnny to my place and turned my living room into a studio and I started practicing.

Johnny, Fujifilm X-T3 & Viltrox 56mm f1.4 lens

The following weeks gave me the opportunity to practice every Saturday at Pierre Garroudi’s flashmob. I met some cool people thanks to the flashmob who helped me in taking my photography to the next level. As now I am opening a collaborative network with another photographer and a group of models, I felt the limitations of my 24-megapixel Fujifilm, particularly after back to back testing with the X-T3’s cropped APSC mirrorless sensor, Nikon’s d810 full frame and Fujifilm’s GFX medium format cameras.

Daniela, Fujifilm GFX 100S medium format & GF 110mm lens

Obviously good cameras and good lenses don’t come cheap. I decided to sell my Fujifilm set-up (X-T3, XF 18-55mm, XF 35mm f2, Viltrox 56mm f1.4, Viltrox 85mm 1.8) and move to Nikon. I got myself a D850, a 46-megapixel full frame camera, and a 70-200mm zoom lens. I haven’t had the chance to test the new camera at length but the first impressions are good. The dynamic range is amazing and the lens, which I tested previously with the D810, is very sharp. Over the next few months I will buy a couple of other lenses (a wider lens, for travel photography and the 85mm for portraits).

In any case, I am happy I lived the ‘Fujifilm experience’. I am extremely grateful to Fujifilm for the support given, as well as awarding the picture below 2nd place in their ‘best picture taken in June 2021’ competition.

Fujifilm UK awarded my picture 2nd place in their ‘best picture shot in June 2021’ competition

Photoshoot with Nikon D810

Photos taken last weekend when we organised a studio photoshoot to test a number of cameras and different systems: a mirrorless (Fujifilm X-T3 with ca. 24 megapixels), a full frame (Nikon D810, ca. 36 megapixels) and a medium format (Fujifilm GFX 100S with 102 megapixels – see full report). Below are samples of the Nikon D810 with their iconic 70-200mm AF-S zoom lens.


A few other pictures taken with Fujifilm’s flagship medium format GFX 100S, a 102-megapixel camera I tested at the weekend alongside the GF 110mm lens (85mm full frame equivalent). This is definitely a studio beast. We had such a great time with this camera as results were astonishing. The only issue I experienced was the built-in light metering I did not find as accurate as on a Nikon D810 (full frame, 36 megapixels), particularly when having the flash trigger mounted.

Having tested free of charge the camera, the obvious question is… would I buy one? Well, the camera and lens I used come with a heathy price tag, just south of £8k. Is it really worth £8k? The output is amazing but if you are willing to sacrifice a little the output, then a high resolution full frame camera e.g. Nikon D850 with 46 megapixels would yield phenomenal results as well.

Fujifilm GFX 100S

I bought a brand new X-T3 four months ago but as a Fujifilm customer I am excited to read about the GFX 100S.

It is like a Mercedes E class owner being stunned by a Maybach!

Typically reviews have been praising the more compact design of the GFX 100S that comes at a lower price compared to the original GFX 100 version. Apparently, the addition of “S” is to remark its “smaller” size whilst retaining all features – including in-body stabilisation.

Please help me out. Why didn’t Fujifilm call it 102 given it has 102 megapixels???

In many respects, the new medium format GFX 100S is a bargain. In the UK it costs £5,500 that is £53.92 per megapixel. To put this into context, the X-T4’s 26.1-megapixel (same per my X-T3) camera costs £1,550 i.e. £59.34 per megapixel.

FYI, a note on the Mercedes analogy I made in the intro. If the GFX100S is the Maybach, then the GFX50S is the Mercedes S-class, the X-T3/4 the E-class, the X-S10/X-T30 the C-class etc.

Link to a 3rd party review of the GXF 100S: CLICK HERE