They had care and passion for making the GFX 100 the greatest camera they had ever produced, and it was more than endearing it was inspiring. While before the trip, I had merely appreciated their APS-C bodies and camera aesthetics, now I was spellbound by the company and its ethos. The sort of work I was doing in advertising would benefit from 100 megapixels and every portrait I took with it in Japan was just dreamy, though my attraction to the camera was as much through an attraction to Fujifilm as their new release. Well, okay, it felt like that but underpinned with logic and. I'd had Gear Acquisition Syndrome before, and this didn't feel like that. The next day, I was given a tour of the factory in which the GFX 100 was made, and that was it. I'd spent the day at Fujikina for the launch event, and I was thoroughly enamored. I sipped a local beer and wondered: 'what the hell did I do to deserve this?!' For the best part was in front of me, braced against that railing (half to test the IBIS, half because I'd opted against lugging my tripod around for 12 hours) was the pre-release Fujifilm GFX 100.

On a tranquil Spring evening, I leaned against the railings of a dimly lit rooftop in Tokyo, watching the sunset's gradient of blue through to pink reminiscent of a WordArt font coloring slowly fade. However, their rumored newest addition is either going to the perfect option in that sector, or it's going to narrowly miss that target. Fujifilm has been quietly dominating the rather niche market of reasonably priced medium format cameras.

Aps ethos artisan plus