Dear Innovation,

With the click of the shutter, a moment of time is captured in a photograph.
To own the Fujifilm X-series is to create, share, and experience the beauty of each moment through the art of photography – this, is pure joy.
Photographs expand horizons, broaden perspectives, and bring imagination to life. 
Innovation is the heart of our unique technology.
Intelligent technology born from decades of experience in film,
and applied to digital imaging and lens development.
It’s technology made with innovation. It exceeds expectations. It’s flexible, advanced, and expansive.
Innovative technology combined with classic designs that stand the test of time.
It’s this innovation that expands the possibilities of photography.

With the click of the shutter, a moment of time is captured in a photograph.
To own the Fujifilm X-series is to create, share, and experience the beauty of each moment through the art of photography – this, is pure joy.
Photographs expand horizons, broaden perspectives, and bring imagination to life. 
Innovation is the heart of our unique technology.
Intelligent technology born from decades of experience in film,
and applied to digital imaging and lens development.
It’s technology made with innovation. It exceeds expectations. It’s flexible, advanced, and expansive.
Innovative technology combined with classic designs that stand the test of time.
It’s this innovation that expands the possibilities of photography.

Create, share and experience the art of photography in this spec-oriented world of digital cameras.

We strive to deliver true-to-your-eyes photos.

Since the release of the Fujica Six IA in 1948, Fujifilm has contributed to the popularization of high performance cameras. In 2011, Fujifilm released the X-series, and when people buy X-series cameras, they are buying into an experience with photography that will move them for years to come. In a world where specs are everything, these cameras offer values that go beyond numbers.

[Photo] Irie Leader for image design, Optical device & Electronic Imaging Products Development Center, Research & Development Management Headquarters, FUJIFILM Corporation

Kosuke Irie
Leader for image design, Optical device & Electronic Imaging Products
Development Center, Research & Development Management Headquarters,
FUJIFILM Corporation

Innovation01

Reproducing colors that go beyond numerical values.

Images that reproduce emotion

The X-series deliver images with colors that relive the emotion we experienced. The captured colors are the ones remember from the original event – the beautiful scenery, the laugh, the cry.

"This cannot be achieved by simply chasing numbers."

said Kosuke Irie, leader for image design of X-series. He personally puts the camera through rigorous testing at different locations to ensure the X-series can deliver.

The commitment to high image quality is inherited from the days of analog film. Fujifilm has led the industry for advancing color and higher sensitivity films. X-series utilize the vast knowledge and technology of image design derived from it.

[Photo] Ori Manager, Optical Device & Electronic Imaging Products Development Center, Research & Development Management Headquarters, FUJIFILM Corporation

Tetsuya Ori
Manager,
Optical Device & Electronic Imaging Products Development Center,
Research & Development Management Headquarters, FUJIFILM Corporation

Innovation02

Lens with realism beyond numerical data

Of course, numerical data is important when evaluating camera lenses. But X-series lenses are not obsessed with the numerical data – The "look" and the "feel" of a photo are more important.
Fujifilm has been developing lenses since 1938 under the Fujinon brand. The wealth of knowledge and experience make a big difference in lens design, our heritage is a major advantage.

[Photo] Sakai Chief, Design Center, FUJIFILM Corporation

Masayuki Sakai
Chief,
Design Center,
FUJIFILM Corporation

Innovation03

Design elegance that extend the joy of ownership

The joy of owning a timeless aesthetic.

All X-series cameras are designed on the basis of "X-DNA". It is about the texture, the feel, the "click" of the dial and a classically designed body, wrapped in leather.
The viewfinder is one of the key parts of the X-series.

"The camera becomes an extension of the photographer’s body when one looks through the viewfinder, creating a sense of engagement."

[Photo] Bill Fortney Photographer

Bill Fortney
Photographer

Customer's voice

Photographer Bill Fortney says his favorite camera system is the X-series, and that he's always amazed at the quality of the JPEG.

"One of the real pleasures for me of using Fujifilm cameras and now being associated some with Fujifilm, is their absolute care for the customers. They listen to the photographers. They've made changes to their products based on what their customers have asked for."

[Photo] Justin Stailey Senior Marketing Manager Imaging and Electronic Imaging Division FUJIFILM North America Corporation

Justin Stailey
Senior Marketing Manager
Imaging and Electronic Imaging Division
FUJIFILM North America Corporation

Further evolution of unprecedented products

"X-series cameras really are cameras that celebrate photography."

Senior Marketing Manager Justin Stailey states. Stailey makes it a point to seek advice from photographers to improve Fujifilm products.

"I want our cameras to expand photographer’s creativity and expand what they see and how they see and give them greater vision."

[Logo] The future

"We want to amaze customers by realizing technology and products that competitors could not deliver."

Developers are passionate about future products.

Innovation in photography. Today.

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