The Future of Photography

FujiFilm launches X Series Mirrorless Cameras

Gone are the days of EPP films and shaking Polaroids (which really, doesn’t do anything to the photos) during photoshoots. As technology continuously evolves and reshapes the behavior of consumers, one of the most advanced and evolving industries is Photography. Today, everyone is already armed with a digital camera and can become a self-proclaimed photographer. People take a photo of their food before eating, flash OOTDs, take a picture of every skyline they see, including the horrendous traffic and flood situations. Photographs have become an everyday commodity and with such an obsession comes cameras in the smallest form possible.

Commercial photographer Jan Gonzales

It has been a challenge though to shrink professional DSLR cameras and still retain viable features – high resolution, color accuracy, and advanced auto-focus technology – which is why camera companies developed what is called the Mirrorless camera. What exactly is a Mirrorless camera? A Mirrorless camera does not have the mirror-reflex found inside DSLRs, which reflects light into the viewfinder –and in turn makes DSLRs bulky. By removing this mirror, light travels directly into the camera’s sensor, allowing for a lighter and quieter camera, while still giving users the option of changing and choosing from a variety of lenses.

Landscape photographer Randall Cipriano

Recently, FUJIFILM, one of the best-regarded camera brands worldwide, launched the X Series Mirrorless Cameras. More compact, capable, and user-friendly, they give great image quality that can rival that of full-sized DSLRs – but without the back strain. The X series is built for functionality and portability with controls that let photographers create the best photos better than all other Mirrorless cameras and DSLRs. And aside from the function, the form of the X series models boast of the sexiest designs in camera releases today: classic, yet modern and sophisticated. 

Street photographer Xyza Dela Cruz Bacani

Size has been the number one selling point of the series and sometimes this, too, makes skeptics and pro-DSLR camera buffs shy away from switching to the Mirrorless models. Professional and amateur photographers often bring with them the most expensive and hi-tech DSLRs, but bigger is not necessary better. Mirrorless cameras have grown into their own distinct category and rake in more function and advantages than DSLRs. FUJIFILM X Series Mirrorless Cameras’ shutter is discreet and quiet; since the mirror is gone it doesn’t create a sound unlike when the mirror inside the DSRL swings up. It becomes much easier to engage in quick street photography without having to disturb anyone or alarm a subject. It also reduces camera shake, and vibrations are minimized. Clarity and sharpness is also not compromised in the X series because of the sensor-embedded focus pixels. With the built in X-Trans CMOS sensor, you can capture best image quality with less graininess as it produces accurate and natural colors, and even skin tones. An added bonus on the setting recreates FUJIFILM’s 80-year history of photographic film manufacturing heritage packed in its Film Simulation Mode- ASTIA for smooth tone reproduction, Velvia for vivid colors, Provia natural tones, and two portraiture settings: softer Pro Neg.Std and sharper Pro Neg.Hi. Sepia and black and white is also included.

Street and travel photographer Rommel Bundalian

Since the mirror is gone, the viewer is also gone and is replaced by an Electronic View Finder or EVF. It is eye sensitive, meaning it only reacts when you put your eye on the EVF. What’s good about this function is that you can view the actual setting so it’s easier to adjust and capture. And oh, looking inside the EVF feels like you’re looking inside a 3D screen.

Fashion photographer Niko Villegas

Holding an X series in hand takes away all the complications in clicking and setting up camera settings. Built to look like a classic FUJIFILM camera, the buttons look simple and are strategically placed for easier back-to-basic dial operations. Buyers of the X Series can enjoy 18 high quality premium lenses packed with Nano-GI coating for sharper images and the world’s most advanced Optical Image Stabilization technology.

Fashion photographer Niko Villegas

During the X series launch, FUJIFILM introduced its latest ambassadors who all shifted to the Mirrorless technology of the X series. A self-proclaimed Xer, Bianca Araneta-Elizalde hosted the talk and she had a lot of praise for the X series as she uses it herself. Catch her photographs in her Instagram account as testament to the camera output. She noted that if the X series cam can turn her into a good photographer, then anyone could be one. The main ambassadors are internationally acclaimed street photographer Xyza Dela Cruz Bacani, street and travel photographer Rommel Bundalian, fashion photographer Niko Villegas, commercial photographer Jan Gonzales, wedding photography maestro Lito Sy, and landscape photographer Randall Cipriano.


So which of the X series camera should you get? If you’re a social media fanatic and posts photos of all your OOTDs, the sexy and trendy looking FUJIFILM X-A2 is your perfect companion. Selfies are made easier with the LCD screen that flips up 175 degrees. Its eye detection AF automatically focuses on the eyes, while the Portrait Enhancer mode makes skin look brighter and smoother. It comes with a super intelligent flash that optimizes the output depending on your surrounding, and good adjustments for your food and streetscape shots. Photo sharing is also a breeze – highlight up to 30 images in your camera and wirelessly transfer them to your smartphone or computers and post directly on your social media sites or blogs. And out of all the cams in the series, it’s the only model that comes in three leather casings – black, brown, and tan.

X-T10 Silver

Are you more of a traveller and like to document your travel adventures? Are you a pet owner Instagrammer or a mommy who likes to take photos of her kids and post on her blog? FUJIFILM X-T10 is the best handy companion for these activities – lightweight, and packed with modes for high speed and precision, best for capturing moving subjects. Also, with the Film Simulation settings you won’t need after photo editing!

Now for the more serious shutterbugs: FUJIFILM X-T1, armed with the world’s highest viewfinder magnification ratio of 0.77x and fastest display with a lag-time of just 0.005 sec. It also has a weather-resistant structure, ready for trail and off road adventures. The body is sealed in approximately 80 places and is both dust and water resistant, and can cope in temperatures as low as -10°C. By the way, this is what Xyza and Rommel carries with them. So who knows you might be the next one in line if you use an X-T1.

Now for some heavy lifting, and by that we don’t mean the weight as we already know it’s the lightest cams around, but those shutterbugs always assigned to cover events, who need to capture the best possible moments during an event or a celebration – FUJIFILM X-E2 is the perfect gear. It is equipped with all the fancy functions you want in a high-performing camera, like an enhanced Electronic Viewfinder (EVF) that includes the world’s fastest display lag-time of 0.005 sec. and firmware upgrades that will shorten the display lag for FUJIFILM X-E2’s EVF to less than 1/10 that of the current firmware to the world’s fastest, invented as Real Time Viewfinder in FUJIFILM X-T1. For subjects that are fast moving and are constantly on the go, say your pets, or subjects in a race track, the camera boasts of the world’s fastest auto focus speed of 0.08 sec., achieved by FUJIFILM’s evolved AF system that tracks the subject with precision even in high-speed continuous shooting. With the X-Trans CMOS II sensor, this X series cam delivers unprecedented resolution, unmatched color reproduction, and even higher definition image capture, paired with advanced Lens Modulation Optimizer (LMO). This gear is the right medium for large-size prints panorama shots, time-lapse photography, as well as HD Movies with the combination of FUJIFILM X-E2’s large sensor and bright XF/XC lenses.

Need we say more? We understand, #wishlist worthy, right? From September to November 30, catch FUJIFILM’s Camera and Lens Festival and get the best discounts for the new X series cameras. Yes you may freak out now, this is not a drill. Lens promo is only up until end of September.

To know more about the promo visit For more information on FUJIFILM, visit or follow their Facebook account on FujiFilm Philippines and @fujifilmPH for their Instagram account. 

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