Fujifilm has launched a series of promo videos called “more than full frame“.

But unlike the title might suggest, the promo videos talk less about specs, but are more on the inspirational side… and I like that for sure!

I will share all videos below, but let me add a little note first.

After the Fujifilm GFX100S was announced, I saw a few videos of big youtubers, who consistently stood behind full frame as the only real professional format (ignoring that Fuji APS-C cameras creamed off the most prestigious awards), saying basically the following things about the GFX100S.

• having a 70% “fuller” sensor than full frame does not really make a lot of difference
• having more pixels and a bit more dynamic range does not really make a lot of difference
• it is more important to have passion for photography and have a system that inspires you to shoot

Sure, I can understand that some influencers, who have strong connections with brands that don’t produce medium format cameras (and are not committed to APS-C), are arguing a bit contradictory and confusing these days.

If they say sensor size does not matter, then people will ask them “so why not go with cheaper and smaller APS-C systems“, and if they say sensor size matters, then people will ask “then why not go GFX?”.

In this regard, I respect youtubers like Tony Northrup, who just consistently said that he does care about megapixel and the more megapixel he gets, the better it is for him. Or also Jared Polin, who in a video asked Fujifilm to send him a GFX100S for testing (but Jared, maybe we can schedule a call first to organize a Fuji crash course, so that you avoid flaming again that you can’t move the focus point while face detection is enabled ;)).

And what does FujiRumors say about the sensor size debate?

Simple and true: every system has its strengths.

As for hybrid cameras, I consider APS-C the ultimate sweet spot (and so do these industry insiders like Richard Butler from DPReview and Co).

There are APS-C specific advantages and also GFX specific advantages. And of course, full frame has its strengths too.

It’s just great we have all this choice and whatever people pick, it’s surely the best system for their needs.

Personally, I am very happy with my Fujifilm X system. It’s so flexible. Small lens, big lens, fast lens, compact lens, bulky camera, super compact camera, affordable, expensive, hyperbolic specs, simplicity, retro, modern… there is so much to pick from depending on needs and taste in the Fujifilm X system, that I personally do not see any need to go full frame. I’d lose more than I’d gain (for my personal needs and preferences).

If I’d add a system to my camera bag, at this point I’d just go for the very best image quality I can get (for a reasonable price), hence with a sensor that is 70% “fuller” than full frame. Especially now, where the Fujifilm GFX100S dropped for a price cheaper than the Sony A1 and a body smaller than the Panasonic S1R.

But that’s just me, my needs, my taste, and totally personal.

If you shoot full frame and say it’s the best of the best, then it surely is like this for you, and you are blessed with lots of mirrorless options, too.

• Fujifilm GFX100S: BHphoto / AmazonUS / Adorama / Focuscamera
• Fujinon GF80mmF1.7: BHphoto / AmazonUS / Adorama / Focuscamera

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• Fujifilm GFX group
• Fujifilm GFX page

More Than Full Frame