Why Fuji swept me off my feet

We’re all brand loyal in some way. Be it iPhones versus Androids or apples versus pears. The same goes for Photographers being one of the groups of people that probably are most brand loyal based on the fact that the camera is, for a lot of photographers, like a extension of yourself. For other photographers, the brand is what you use because your friends said so or you simply use it because it’s just that expensive, sought after premium brand that few have the means to use.

Once upon a time I was completely brand loyal to Canon. I knew it was a good brand that a lot of professionals used and if I used it, maybe would I become a pro too. I didn’t become a pro and went over to the Sony side. Didn’t become a pro there either. To be honest, photography wasn’t even that much fun and revolved around the right settings and the technology but the passion was not always there. I was constantly worried about my gear not having the best and fastest auto focus or the sensor being the wrong size. If I didn’t have a full size sensor, what kind of photographer would I be? I was constantly looking at the other models that was better, the ones that had more of everything. If there would have been a 1 gigapixel camera with a f0.2 lens, I would have been drooling over that because it would SIMPLY BE BETTER than what I had based on pure numbers. One of the things I caught was a bit of that dreadful sickness called GAS. Well, not the one that gives you a flatulent stomach, no the other, much worse kind. This sickness costs you an insane amount of money, it constantly stresses you out and never let you be completely happy. It’s The Gear Acquisition Syndrome! There has been a lot written on this subject, but in it’s essence it’s like you always want what you don’t have / can’t have. The ten thousand dollar question here is; When you have it, will you be happier?

One day i found out about an amazing little camera that a lot of street photographers really liked. Some even went as far as to call it the best camera in the world. One thing was sure. It was a camera that changed peoples lives. That little camera was the Fujifilm x100. Long story short, a few cameras left my possession and I got my hands on a slightly used x100t which I at the time, didn’t know was going to change   e v e r y t h i n g   about me as a photographer.

I can’t really explain what was so special about the x100t, be it the retro styling, the extensive manual controls or the picture quality, but it instantly felt like I finally found what I had been searching for since 13-14 years. What I believe is that it simply is about soul and that’s something the x100t have tons of. With a bit of a GAS-infected mind i upgraded to a complete Fujifilm camera collection and realized that the x100t is not the only Fujifilm camera with soul!


If you compare using a camera to driving a car, my background has been with cars like the VW Passat or the Golf. Cars that takes you from point A to B and most of the times pretty fast and secure. Cars that have a lot of buttons, dials and functions that was useful at times. However, driving one of these cars was never a very fun and uplifting experience. Comfortable, sure, but never really fun. It wasn’t until I sat down in that Alfa Romeo (or some other small, sporty car) that driving became fun again. It might not be the fastest car in the world and it might have it’s odd quirks and characteristics, but when used to it’s fullest potential it gives you sheer joy. These days I really want to take my car out for a spin, hear the engine purr (The X-Pro2 shutter sound is pure magic!) and just drive around to see where i end up. Fujifilm doesn’t make perfect cameras without flaws. No one does. But the image quality these cameras produce as well how they handle color is just simply amazing, and for that I’m willing to go with a few minor quirks.

Fuji is a passionate brand that i believe acts with it’s heart, listening to the userbase to make sure to deliver the product the customer wants. It’s not always about sensor size or the highest number of sequential pictures in a burst, but the quality of the image, the usability and experience. Myself i have finally found the answer to own my ten thousand dollar question – Finally I have it and I couldn’t be happier!

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My photographic condition



I’m in Denmark right now, posting from a surfcamp in Klitmøller. Me and my girlfriend came here Sunday. She to surf and me to photograph her surfing. I tend to do that. Photograph her surfing that is. To be honest, I photograph everything, all the time. People, places, objects and environments. It’s like a passion I can’t stop, like there are thousands of pictures I need to take, and just like a kid that have too many pokemons left to catch, I have too many pictures left to take.

My photographic career has been an ongoing project for an odd 13-14 years and started when my son was about to be born and that resulted in me getting a camera, but the only pictures that got taken was the normal baby ones. A few years later I got into video making and invested in a Canon legria with a DOF adapter, you know those pre-DSLR-video-adapters that would let you hang any 35mm lens on the video camera. Suddenly you got depth of field and bokeh was the most important thing in all videos. If we jump forward a few more years, we’re at that moment in time when I got the Canon Eos 550D with a range of lenses. Still focused on video but during a trip to Sri La nka I decided that photography was something that was pretty fun, and since I had all the necessary equipment, why not put it to use. During this trip I took some of the most amazing photos that will live with me for the rest of my life and this sparked a huge interest for photography with me.

It was time for the next trip to Sri Lanka and for this trip I decided to change system. Mostly because I wanted a smaller system that was easy to take with me and still offered a good image quality and finally we got the Sony A6000 with 3 different lenses.

inspiration was sparked and this time I took even more and better pictures. Now I had a better clue of what to do with the camera and what to expect of the outcome, and when I got back I was stoked and just wanted more of the feeling and that led to me buying the small Sony RX100m3. A perfect camera suited for candid street photography. I don’t know how or where I heard about the Fujifilm x100, but probably in one of the YouTube videos where they compare different cameras against each other. That camera got me interested and a short while later I bought a slightly used Fujifilm x100t, mainly because I heard that it was good for street photography. This decision changed the whole way I see photography, and it also changed my perception as a photographer. In my hand I had a camera that was technically underpowered compared to the A6000 and the RX100 but the image quality and the sheer fun it made photography again is unvaluable. The x100t put the fun back into photography and took away all the thoughts about this setting being that and that setting being this.

Long story short, I sold both my Sony cameras and switched to the Fujifilm X-pro1 and X-pro2 and haven’t regretted that decision yet since it has taken my photography one step further. The Fujifilm cameras feels like they’re not technical tools but rather an extension of your photographic self. That might sound corny but that’s a fact. So now I’m 100% a Fujifilm photographer and couldn’t be happier with the IQ and handling of the cameras. The fact that everything that comes out of the camera looks finished is also a bonus!

i hope that you will join me on this photographic expedition and hopefully we’ll find many awesome things to shoot…

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