Digital Film – Why I Shoot JPEGs With The Fujifilm X100F


I don’t shoot RAW with my Fujifilm X100F. I rely on camera-made JPEGs.

Wait! Don’t click the X in the corner! Let me explain.

Those who shoot JPEGs have been unfairly stigmatized. It’s kind of crazy. You will find on message boards, social media posts, and in the comment section of websites this argument that RAW is for pros and JPEG is for amateurs.

And it’s not true. Or not completely true. But it’s touted as if it’s common knowledge.

There are many professional photographers who don’t use RAW. Perhaps they don’t have time to mess with it (constantly off to new assignments or their photos are needed immediately). Maybe their clients demand straight-out-of-camera JPEGs (think photojournalists). Or they simply like the look of their camera-made JPEGs (mostly, this is Fujifilm users). Whatever the reason, there are many pros that prefer JPEGs over RAW. No, really, this is a fact.


And vice versa. There are plenty of amateurs that shoot RAW because someone on the internet said that they should. They don’t know what they’re doing or why, but they’re doing it anyway because they don’t want to be thought of as amateurish.

So if professional photographers are using JPEG and amateurs are using RAW, what does this do for that argument that RAW is for pros and JPEG is for amateurs? It shows that it is poppycock–empty words by people who try to make themselves seem superior.

“But, really, you should learn how to use RAW,” someone is saying in their heads right now. If that’s you, here is something you should know: I’ve been shooting and editing RAW files for a decade. I’ve shot tens of thousands of RAW exposures. I know all about RAW. I might even have more experience with it than you. So stop.

It’s ridiculous that I have to qualify this before I even begin to type the rest of this article. But if I don’t, everything else that I want to say will be dismissed. People will tune out.

Digital Film


Sitting Large – SLC, UT – Fujifilm X100F

It’s been well known for several years now that Fujifilm has the best JPEG engine in the business. Yes, Canon and Nikon both make good JPEGs, but there is just something about those from Fujifilm cameras–that Fujifilm look!

With the X100F, Fujifilm has elevated the camera-made JPEG to a whole new level. They made several significant improvements. They added a new monochrome setting and film grain. This is a big deal!

Before I get ahead of myself, I want to talk a little about how Fujifilm rethought the whole camera-made JPEG concept. They approached it differently, and it shows in the results.

You are probably well aware that Fujifilm was a popular film manufacturer well before digital photography was big. They still make film. The soul of the company is analog film photography.

Fujifilm took their knowledge and experience with film and applied it to their digital cameras. They designed and programmed that analog soul into their modern cameras.


Hair & Lips – Ogden, UT – Fujifilm X100F

Instead of traditional JPEG settings, Fujifilm made Film Simulations, which mimic the look of different 35mm films. My favorites are Acros and Classic Chrome. They even have fake (yet convincing) film grain as an option. They tried to make their JPEGs look less digital and more film-like.

You can see this in how they process digital noise. It looks completely different on Fujifilm cameras. They did their best to make the noise look less digital and more organic, more like film grain.

Fujifilm also came up a neat little trick for maximizing dynamic range. Basically, the camera underexposes to prevent clipped highlights, then increases the shadows and midtones to the appropriate level. It’s very seamless, but the results are far superior to the narrow dynamic range found on typical camera-made JPEGs.

Because of things like that, Fujifilm JPEGs are better than everyone else’s. I call it Digital Film.

RAW Because You Have To


KeyBank Building – SLC, UT – Fujifilm X100F

Let’s face it, the reason that almost everyone who shoots RAW does so is because they have to, and not because they want to. Their cameras make JPEGs that aren’t good enough. If their JPEGs didn’t stink so bad, they’d certainly rely on them. But since they aren’t reliable, people choose RAW format instead.

But camera-made JPEGs don’t have to stink. Your camera could be programmed in such a way that the strait-out-of-camera JPEGs look like how you would make them look if you shot RAW and post-processed them on your computer. The technology exists. Camera makers just haven’t included it in their products.

If the JPEGs produced by your camera matched the look of your post-processed RAW files, why would you continue to shoot RAW? Why wouldn’t you save a whole ton of time and money and shoot JPEG instead?

The Fujifilm X100F is the first camera that I have ever used that I feel produces JPEGs that match how I would edit my RAW files. It creates in-camera the look that I want. That’s why I don’t shoot RAW. That’s why I am now a JPEG only guy.



Lightning Strikes Antelope Island – Layton, UT – Fujifilm X100F

When I shot film (I still do occasionally), and I shot a lot of it, I had my go-to options. I used Velvia 50, Ektachrome 100VS and 100SW, and Kodachrome 25 and 64 for color. I used Ilford Delta 100 and 400 for black and white. I used plenty of other films over the years, but those were my main options.

When you shot film, you exposed a whole roll of it, typically 24 or 36 exposures. All of the images you captured had a consistent look because they were captured using the same film. When you embarked on a project, you used the same film for the entirety of that project.

Even thinking long term, my images had a consistent look because most were captured with one of a handful of different films. Over the course of years, even decades, there was a uniformity to the look of my pictures.


Ilford Harman Technology – South Weber, UT – Fujifilm X100F

That’s a lot harder to accomplish digitally because there are so many options and ways to customize each image. For example, Alien Skin Exposure X2 has over 500 one-click presets that can be heavily customized. With so many choices, it takes some serious discipline and restraint to stick with just a few. Creating and applying an undeviating style to your RAW workflow is something that’s rarely realized.

I think it’s better to have a consistent look that you can easily recognize. Especially within projects. It shouldn’t be all over the place. It looks incoherent if its inconsistent.

By shooting JPEG and relying on the Film Simulations found in the X100F, I can get back to the consistent look that I achieved as a film shooter. I have a few custom recipes that I use, and because of that there is a uniformity that my pictures lacked for a long time.



Haugen – Farmington, UT – Fujifilm X100F

There’s been a lot of controversy lately with photographer’s use of Photoshop. Some very big names have shown up in the news. There’s been many debates on how much editing is too much. It’s all subjective, and so the line will always remain grey. Besides, people have been manipulating pictures since the early days of photography.

But there is a point when a photograph loses its authenticity. Its not hard to move from photography into graphic design or digital artistry. Photography is less believable now than it used to be.

I get asked often, “Is that how it really looked? How much did you Photoshop this?” People look at photography as a mix of reality and fantasy. They don’t take it at face value anymore. It lacks truth, it lacks authenticity.


Man In The Straw Hat – South Weber, UT – Fujifilm X100F

It’s like the old saying, “Fool me once, shame on you. Fool me twice, shame on me.” I think people are tired of being fooled and tricked by pictures that have been heavily manipulated.

Many news outlets have begun requiring that only straight-out-of-camera JPEGs be submitted. There have been too many examples where some photograph in a big story turned out to be significantly edited. Now many news outlets want only what the camera captured, no manipulation please! This is to save the integrity of the genre, which has lost significant credibility.

Shooting JPEGs allows you to answer, “This is how the camera captured it. I didn’t use Photoshop or any other software. This is straight from the camera unedited.” This isn’t for bragging rights. There is value in creating authentic pictures, and this is becoming more true every day.



Yashica Rangefinder & Fujicolor – South Weber, UT – Fujifilm X100F

Several weeks ago I was asked to photograph for someone, and he needed the pictures immediately. He paid me a higher premium for this service. I made my exposures and, using the screen on the back of my X100F, deleted the ones that weren’t good. After I was finished I uploaded the pictures directly to his laptop. From the moment that I arrived to the delivery of the finished pictures was about an hour–photoshoot completely finished and check in my hand.

As I was driving away, I thought that this is how it should be every time. In the past I would have spent a day post-processing the pictures. But since the straight-out-of-camera JPEGs look so darn good, I felt more than comfortable delivering them to the client unedited. And this person contacted me twice afterwards to tell me just how pleased he was with the pictures. “They were perfect,” he said.

I save so much time and money by not shooting RAW. There are plenty of good reasons to choose JPEG instead, all of which I laid out above. All of the photographs in this article that were captured using the X100F are straight-out-of-camera JPEGs. I just wish that there wasn’t such a stigmatic attitude towards it. But times are changing, and technology is advancing, and I think that the lowly camera-made JPEG will see new life in the upcoming years.


  1. Pingback: RAW Doesn’t Make You Better | Fuji X Weekly
  2. Bill Cooper · February 5, 2019

    I recently purchased the X100F and …………bottom line, With my Nikon D3100, I HAD to edit RAW files to get the look i wanted. Lightroom doesn’t handle Fuji’s RAW files and i was beginning to think I bought the wrong camera because of the work i would have to do to get what i wanted see. Reading your comments just confirmed what I’ve been thinking about for the last several days. JUST SHOOT JPEG! Thank you.

    • Ritchie Roesch · February 5, 2019

      I love the way Fujifilm X cameras render JPEGs. Thank you for commenting!

    • George · December 5, 2019

      My raw files from the x100s go straight into lightroom 5, but Lightroom 5 won’t recognize my h-x1 raw files so I use the Adobe DNG converter (download free online) to convert them to DNG then upload them to Lightroom 5.

      I’m considering just shooting jpeg because my 72 year old eyes aren’t great and I’m concerned about over-sharpening. Let the camera do it and I know it’s right. I also made a comment the other day to a photographer friend about how I’m bored to death looking at “perfect” photos. In my B&W darkroom days we accepted photos that were grainy or had a blown out sky when shooting street images in a downtown canyon. It was part of the limitations of shooting film.

      • Ritchie Roesch · December 6, 2019

        I agree with your statements about printing film, and digital being a little too perfect. I like flaws, as they give images character. Thank you for your comment!

  3. Antonio Mozeto · August 12, 2019

    I use only fine JPEG’s in my Fuji X100T…they are just great…recently I bought a second litte camera, a Panasonic Lumix LX100II, and for my surprise it’s JPEGS’s are even greater than the ones from the X100T….living and learning…

    • Ritchie Roesch · August 12, 2019

      That’s awesome that you are finding cameras that work for you and your photography. I had a Panasonic Lumix camera once (not the LX100), and it was decent, but the sensor was too small (it wasn’t Four Thirds, it was smaller) for my tastes. I bet the LX100 II is a good camera.

      • Antonio Mozeto · November 7, 2019

        You are right….the little LX100II is a great camera…

  4. Sam Brown · May 13, 2020

    Thanks for writing this! I’m interested to get into street photography and have read a lot of how good the camera is but was a bit worried i’d also have to learn all the post processing rather than to just (just he says haha) taking great pictures. That’s what I feel the urge to do at the moment so now I feel confident to go for it. Just need to pick up one of these cameras and now the new V model is out it’s potentially affordable for a beginner 😊

    • Ritchie Roesch · May 13, 2020

      The X100V is great, but so is the X100F. The new camera has some new features and improvements, but otherwise there’s not a huge difference. Either way, you can do so much in-camera that post-processing is not necessary. I rarely edit my pictures, with the exception of some cropping sometimes.

  5. Pingback: RAW vs JPEG? The Debate Needs To End | Fuji X Weekly
  6. rob · November 30, 2021

    Interesting article. I have had my Fujifilmx100f for a year now. I mostly only shoot in raw because I find the photos look so beautiful. After reading this article I’m going to do a little more experimenting with the JPEGs. Few questions for you:

    I was wondering what setting you have your camera to when you are shooting with JPEG (e.g fine, normal, etc)? Also what are your favourite settings on the camera? Your photos are amazing– are the edited or just straight up JPEG?

    Thanks for the read!

  7. John · October 7

    Interesting, I have a X100F they I seem to grab more and more. I have been forcing myself to shoot jpeg but seem to fall back on RAW. I shoot a Canon 5Ds with tilt-shift for pano landscapes and find RAW files best in this area for me personally. I am also a medium format film shooter and if digitalising I go to TIFF or jpeg files. I must admit your simulation adjustments have me changing toward JPEG more often 🙂

    • Ritchie Roesch · October 7

      Thanks for the input! I used to shoot just RAW… I shoot RAW+JPEG, but only ever use the camera-made JPEGs.

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