FUJIFILM CANADA
Exploring Canadian Photography
Overview
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Put new and unreleased equipment in the hands of working photographers, push it to its limits, and let the work speak.
Over the course of the relationship, that approach produced three distinct bodies of work.
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PHOTOGRAPHERS
13
STORIES
THE PHOTOGRAPHERS
PROJECT TWO
Project Two: The GFX Grant Behind the Projects
The Fujifilm GFX Challenge Grant Program is one of the more ambitious initiatives a camera company has undertaken: awarding funding, a GFX camera body, two GF lenses, and mentorship to photographers with a project they believe in. Recipients spend months making real 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. Our job was to embed during production and make the films that would share the process behind the finished prints when the work debuted in Tokyo. The photographs on the gallery walls were the project. The films we made 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.
Project:
Ongoing Photographer Storytelling
Client:
Fujifilm
Distribution:
Owned Channels
YouTube
Custom Social Assets
Status:
Ongoing
