REVIEW: Why the new FUJIFILM GFX 100 medium format camera is a real innovation.

Getting to play with a prototype camera is a little Christmas morning mixed with Texas Hold’em. There is a childlike excitement in getting to be one of the first in the world to try something totally new, yet it’s also a gamble, and even the best strategy can change with the flip of a card.

You can spend hours preparing for a certain shot, setting up the lights, setting the scene, and then in a flash some odd warning can pop up on the screen and you can’t consult google or call customer service as, chances are, nobody else has had this problem yet. Challenging the limits of what’s possible comes with a healthy dose of risk.

The Fujifilm GFX 100 is the worlds first medium format camera that shoots 100 megapixel stills, 4k video, and has in body stabilization. 

You may recall when the industry went bananas for the Canon 5D, a full frame sensor that could shoot video. It requires a handful of hacks to shoot–I remember actually shooting a wedding with my lens not fully mounted so I could get a better aperture–but it was a huge step forward worth the extra work. Medium format is another huge step up from full frame. 

Now take that massive sensor and try to fit a contraption that can stabilize movement all inside a compact form factor. Larger sensors are amazing but they also boast a ton of engineering issues. And what Fujifilm has achieved with their GFX 100 is truly special. Being one of the first teams in the world to thoroughly test and shoot video with the GFX 100, we pushed their team to let us write this review and share some early footage.

After several shoots with upcoming medium format Fujifilm GFX 100, here is our first impression.

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