Overlooking Sydney's Taronga Zoo, photographers, retailers, and photo enthusiasts alike gathered at the Fujifilm X Summit 2024 with palpable excitement: the latest cameras and lenses were about to be unveiled.
Speculation had been rife about the new releases, and the summit did not disappoint. The event introduced the GFX 100S II camera, the Fujinon GF 500mm f/5.6 R LM OIS WR lens, the X-T50, and the Fujinon XF 16-50mm f/2.8-4.8 R LM WR lens.
Esteemed photographers like Rachel Claire, Shelley Pearson, Tania Malkin, and Russel Ord took the stage, showcasing the compact size, lightweight designs, enhanced grips, 8-point IBIS stabilization of the GFX 100S, and internal zoom of the GF lens.
But it was the X-T50's film simulation dial, offering the aesthetics of 20 film stocks at the flick of a thumb, that truly captured the audience's imagination.
Fujifilm's film simulation effects themselves aren't particularly new. They were first introduced in 2004, and have grown increasingly popular in recent years with the X Series cameras. However, the X-T50 marks the first time Fujifilm put the settings on a physical dial instead of inside the menu.
Yuji Igarashi, divisional manager of Fujifilm's professional imaging group, explained at the summit that "turning the dial while shooting allows you to experience as if changing film in real-time."
But it's more than just a convenient creative feature. Fujifilm's film simulation settings are a nod to the company's 90-year history. As Igarashi told Newshub, "it's in the name".
Film simulation and even Fujifilm's cameras blend past experiences with modern advancements. The X-T50, for example, allows users to engage with modern photography with the option of vintage aesthetics. The cameras themselves also blend past and present, with their compact black and brushed silver bodies being reminiscent of classic models. Even the brand's popular Instax series plays on the idea of instant cameras from the past.
But what makes film simulation and Fujifilm's references to past technology so iconic? Why go through all the effort to make state-of-the-art, high-definition cameras just to make everything look vintage?
The answer seems to lie in the reaction to rapid digital advancements, nostalgia and a yearning for authenticity.
As technology accelerates and digitises every aspect of our lives, Igarashi noted, "I think many people realise there's more fun in actually experiencing things more slowly".
"I think this is a trend that is happening, and hopefully, as a camera manufacturer, we can continue that trend."
With more and more people seeking out tangible experiences, the film simulation features and Instax instant cameras cater to this cultural craving. These technologies offer far more than mere images; they provide tactility and emotional connection.
Handling a camera, adjusting its dials, and peering through its viewfinder instil a sense of purpose and immersion, enriching the photographic experience beyond what the smooth screen of a smartphone can offer. It's a reminder that photography is as much about the process as it is the final image, Igarashi said.
"Sometimes smartphones are easier than cameras, you could just shoot. But there's also a place for the camera. By capturing our precious moments, by manipulating the settings, I think you're experiencing everything more with your soul."
Others are also using the joys of physical media as an escape from the digital deluge, and photography is no exception. New Zealand-based sustainable photographer and content creator Lou Burton observed: "There's almost this pushback; people want to return to something more authentic, something more real."
Nostalgia also plays a pivotal role here. Amidst relentless technological change, many crave the simplicity and familiarity of the past. The warm, muted tones of film evoke memories of childhood, family photo albums, and cherished bygone road trips.
But, for younger generations, film simulation effects aren't nostalgic; they represent something novel and exciting in a digital landscape that often feels homogeneous and overly polished.
Peter Bonisch, General Manager Imaging Solutions at Fujifilm, explained: "It's still something that's quite unique and new to them. It's fresh and it's exciting, and it seems a bit retro so therefore it's cool, but it's that unknown factor as well.
"Not experiencing it, in a way, maybe makes it more nostalgic because they actually haven't had that opportunity to use it. They've heard about it from parents, grandparents, they've seen the family portraits and all that."
Burton agreed, adding: "I feel like film simulations are attractive to that younger generation who love that kind of imperfection."
There's an irony in describing a feature that mimics past technology as authentic. Fujifilm's film simulation features bypass the traditional film development process. The anticipation of waiting to see the final image is completely removed. However, with working film cameras becoming harder to come by and film more expensive to purchase and develop, the accessibility of digital cameras is appealing. Bonisch says it's "getting the best of both worlds".
"You get the analog and the digital. You can do both... So, you've got that flexibility and freedom."
As the digital age continues to advance, Fujifilm's film simulation settings and other nods to the past underscore a profound desire for authenticity and human connection.
Newshub travelled to Sydney and attended the Fujifilm X Summit 2024 courtesy of Fujifilm.
