FUJIFILM CANADA
Exploring Canadian Photography
Overview
Chisom learned to bake by lantern light in her mother's bakery. She bought her first Fujifilm camera to photograph the cakes she sold.
Noah Gullage prefers Newfoundland on its worst days: wet, foggy, blowing sideways. For his launch, he left the zoom at home and carried one small lens in his jacket pocket.
For each new Fujifilm camera and lens, we make the launch film about a Canadian photographer and what they made with it.
Working pros, gifted hobbyists, and people who came to photography sideways.
Josh took the GFX100S II onto a frozen lake at night.
Noah traded his zoom for one lens in his jacket pocket.
Chisom photographed the memories of her mother's bakery.
Each film announced new Fujifilm gear, and each one is about the person holding it.
13
PHOTOGRAPHERS
14
STORIES TOLD
THE PHOTOGRAPHERS
PROJECT TWO
The GFX Grant: Behind the Project Films
Fujifilm's GFX Challenge Grant gives photographers funding, a GFX camera body, two GF lenses, and mentorship to make a project they believe in. Recipients spend months on the work, then exhibit the finished series at Fujifilm Square, the gallery inside Fujifilm's headquarters in Roppongi, Tokyo.
Three North American recipients, across three grant cycles, came to Untold. We made the films that screened beside their prints when the work debuted in Tokyo. The photographs on the gallery walls were the project. Our films were the story of how they came to exist.
PROJECT Three
The IR Conversion
Darryl Zubot - Z-Air - @zubotair
Fujifilm's business extends well beyond consumer and professional photography. Companies like Z-Air Inc. use Fujifilm's medium-format sensors and imaging technology for specialized applications where resolution and system flexibility matter at a scale entirely different from that of consumer photography.
Darryl Zubot founded Z-Air Inc. and has spent nearly 30 years photographing from the air, operating low-impact aircraft for aerial imaging across Canada. His IR conversion project pairs two GFX systems side by side inside the aircraft: the GFX100S captures standard RGB, and the GFX100 captures infrared, both synced with GPS and triggered by flight planning software to achieve the exposure overlap required for photogrammetric mapping. Combined through Aero Align software into a four-band composite, the imagery reveals what the visible spectrum hides: plant health, moisture content, land classification, and the difference between a living forest and one under stress.
Behind the Stories
Josh built the mood board for A Night at the Orchestra with AI. The images came close to what he had in his head. What they were missing was everything that made the project worth doing: the musicians, the cold, the moment the music started on an empty beach.
That’s the case for these films. The specs are on the product page. What a launch film can do is put the camera in someone’s hands, out in the weather, and show what they make with it.
Project:
Photographer Storytelling
Client:
Fujifilm
Distribution:
Owned Channels
YouTube
Custom Social Assets
Status:
Ongoing
