Captured with a Fujifilm X-M1 camera & Fujinon 90mm f/2 lens
Fujifilm’s autofocus will never be as good as Canon, Sony, or Nikon’s, and that’s ok. I’ve explained this beforea couple of times, so forgive me for repeating myself. There are some highly unrealistic expectations that need to be put to rest, which I hope this article accomplishes.
There are a lot of comments floating around the internet along the lines of, “Fujifilm’s autofocus sucks.” And, “Fujifilm needs class leading autofocus like Sony and Canon.” And, “If Fujifilm doesn’t address AF on the next generation, I’m leaving.” And many other similar sentiments. But these comments are out of touch with reality. Let me explain why Fujifilm’s autofocus will never be as good as the Canikony brands, and why it doesn’t matter.
There are three reasons why Fujifilm’s AF isn’t as good as the three big brands. First, those companies have been making autofocus systems for much longer. Sony (through Konica and Minolta) have been making AF since the 1970’s—they were the first (via Konica), and the first to have what was considered a “good” AF system (via Minolta). Canon and Nikon have been developing AF since the 1980’s. Since they had such a big head start, it is only logical that they’re further along. Second, the Canikony brands have more R&D funds to commit to autofocus development and improvements. They have larger teams with larger budgets, and it’s probably easier for them to attract the most experienced talent. Last but not least—and this was pointed out by PetaPixel—the big three have put most of their effort over the last handful of years into AF, and have largely ignored image quality improvements; in some cases, autofocus was prioritized to the detriment of image quality. That is a path I would highly discourage Fujifilm from pursuing, personally.
While Canon, Sony, and Nikon have put a lot of their eggs in the AF basket, we’ve long surpassed the point of diminishing returns—the Inverted U Curve, for those who have read Malcolm Gladwell’s David & Goliath (a book I definitely recommend). How good does AF really need to be? At what point is it good enough for almost everyone? I think we passed that point years ago. For almost the entire history of photography and videography, there was no autofocus. It was manual focus only. Yet today’s photos and videos aren’t necessarily better than they were then (in some ways, they might be subjectively worse). If we compare Minolta’s first “good” AF to the AF of any camera made in the last 25 years, it’s clearly not as good as even the worst examples you could find. In other words, we’re really spoiled today with incredible gear. Fujifilm’s so-called “sucky” AF is better than the best AF from 15 years ago, maybe even 10. Were we incapable of creating good photos and videos then? Are photos and videos captured today using the latest Canikony cameras better than anything previously? Of course not! Some people seem to think that photography has only been around for a few years.
It was never about the gear, it has always been about the one using the gear. Yes, some tools make it a bit easier to achieve your desired results, but if you really want a certain result, you can do it no matter your camera. You might have to try a little harder, you might have to learn a new skill, or you might have to practice a skill you’ve gotten rusty at, but you can still do it. My guess, though, is that for 98% of people, Fujifilm’s AF is more than good enough just as it is, as was Canikony’s five or ten or even 15 years ago. So does it actually matter that Fujifilm’s autofocus isn’t as good as the three big brands? It might matter to some, but it shouldn’t matter to the vast majority. If you can’t get the job done with the gear you have, the problem isn’t the gear; however, that’s a bitter pill that people don’t want to swallow. Nobody wants to hear that they’re the problem, but without introspection there’s no opportunity for growth.
With all of that said, Fujifilm has done an amazing job creating and improving the autofocus on their cameras, all things considered (aside from that infamous firmware bug last year). With a smaller budget and smaller team (and with a lot less time), they’re not terribly far behind Nikon. I’m sure they will continue to make strides, and—who knows—with AI they might have some breakthroughs that would be difficult otherwise, and which might level the playing field a bit. For most people, these improvements will have little-to-no practical benefit because the AF is already more than sufficient—we’re near the top of the upside-down U. Seriously, how good does it need to be? It’s been more than good enough for me since X-Trans III, and even the older models are decent in daylight situations. Only in extreme cases do the Canikony brands have a clear advantage, yet even those situations aren’t insurmountable if the one behind the camera doesn’t allow them to be. While I’m sure Fujifilm’s autofocus will continue to improve, the difference it will make for most people is very small. Yes, we’re rooting for Fujifilm to be at the head-of-the-pack in every aspect of camera-making, but it’s important to keep expectations realistic, or else we’ll inevitable be disappointed, which will lead to unnecessary resentment—something that’s easy to spot all over the internet.
Right now, people are talking about Fujifilm Recipes. Thanks to models like the new Fujifilm X-E5, which is the first camera to use the term “Recipe” inside the menu, more and more people are discovering the joys of Film Simulation Recipes. Interestingly enough, not only are camera-made JPEGs no longer stigmatized, they’re actually “in” right now—they’re cool.
Yesterday, DPReview posted an article by Mitchell Clark entitled Why the Fujifilm X-E5 turned me into a film recipes fan. The article specifically mentions two Fuji X Weekly Recipes: Ilford HP5 Plus 400 that Anders Lindborg created and 1976 Kodak that I created. Interestingly, it’s written from the perspective of someone who’s always dismissed camera-made JPEGs and Recipes. But, after trying some while preparing for an upcoming Fujifilm X-E5 review, not only did the author have a change of heart, but it also affected how he thought about the scene he was photographing (in a positive way). This article makes it ok for those who have never tried Recipes to do so, and explains that you might not realize what you’re missing out on.
“Photos look great right out of the camera,” Ben wrote. “Strange as it may sound to seasoned photo nerds, I went into my trip with the GFX100RF with the intention of shooting JPEGs—essentially using this $5,000 camera the way my parents documented family vacations with their film point-and-shoots. And guess what? It worked spectacularly well.” He went on to specifically mention my Kodachrome 64 and Kodak Portra 400 v2 Recipes.
Above, clockwise from top-left: Kodachrome 64, Kodak Portra 400 v2, 1976 Kodak, and Ilford HP5 Plus 400 Recipes
Of course, it’s not just large photography sites or major newspapers that are talking about Fujifilm Recipes. I’ve had the privilege of visiting many camera stores recently, from the small but up-and-coming Nuzira that’s local to me in Arizona, to B&H in Manhattan, and a whole bunch of others in-between. I was even interviewed recently by Mike’s Camera. No matter the store, the story is the same: people are interested in Recipes, and they’re being talked about by both customers and employees. As one sales representative told me at a major store, “Half of my sales of Fujifilm cameras are a direct result of your App.”
I didn’t make Film Simulation Recipes to sell cameras, but nonetheless it has become a major selling point, and now even an official feature. I made Recipes to help people—including myself—more quickly and easily achieve desired picture aesthetics, in a way that’s often more fun and authentic. It’s simply a way to help others, and be a positive part of the photography continuum. As I wrote last week: Shoot more, edit less, and let your camera become your darkroom.
Fujifilm just released some firmware updates today for a bunch of cameras. We need to talk about this right now, because there are reasons why you may not want to update your camera.
The specific models with firmware updates are Fujifilm X-T5, X100VI, X-T50, X-S20, X-M5, GFX100RF, and the X half. For all of these updates, “Wireless communication security is enhanced while camera is connecting with a smartphone application or external device wirelessly.” Extra security is good, although I’m not too worried about the wireless communication security of my camera, personally. But, then we find out that if you do this update (aside from the X half, which is a different story), your camera will no longer work with the Cam Remote app, and it won’t work with any of the Instax Share SP printers, either. This update removes some functionality from the cameras, and doesn’t add anything other than a more secure connection.
I never update to the latest firmware right away. It’s always a good idea to wait a few days, if not a few weeks, just in case there’s some bug. It’s happened before with Fujifilm cameras—most famously the autofocus bug last year—but also with other brands (including Canon just last week), and even non-camera products; it’s not a Fujifilm issue, but a tech issue in general. If there is a bug in the firmware, let someone else discover it first. You can save yourself a major headache sometimes just by waiting. The X half update is probably fine (just make sure you also update the X half App), but I’d still wait a few days just in case.
223 – Savannah, GA – Fujifilm X half
The problem is that this particular firmware might shy you away from updating your camera ever again. For example, I don’t use the XApp; instead, I use the old Cam Remote app. Why? First, the XApp is only compatible with the newer cameras, and since I have older models, I have to use the Cam Remote app for those—I’d rather have just one app for all of my Fujifilm models, for the sake of simplicity and consistency. Second, I’ve figured out how to make the Cam Remote app work quite well for me. I know that it’s rated very low in the app store, but once I figured out how to get it to consistently connect to my cameras without trouble, it’s become easily four stars in my book. If it ain’t broke, don’t fix it; since it’s working really well for me right now, I’m not going to update my cameras, which will force me to use the XApp. Now if Fujifilm updated the XApp so that older cameras could connect to it, that’s a different story entirely. Fujifilm: if you really want everyone to migrate to the new app, make it compatible with more cameras.
You may or may not feel similarly about the Cam Remote app. Maybe—like me—you still use it, even though it’s not the latest. Maybe you don’t have any older models, the XApp works great for you, and you hated the Cam Remote app anyway when you did use it a couple years ago. But, perhaps, you do connect to an Instax Share SP printer sometimes, and maybe that’s a reason not to update the firmware. Honestly, instead of taking away compatibility with Instax, Fujifilm should add it to all the cameras. There’s no good reason why you cannot print on an Instax Link directly, and it’s a shame that you cannot on most models. Now, if you update the firmware, you can’t print directly on a Share SP, either.
This security firmware update takes away functionality, so you may want to consider avoiding it if you use the Cam Remote app or print to Instax Share SP printers. Maybe you are concerned about how secure the wireless communication is on your camera, and the improved network security level is worthwhile to you. In that case, I’d still wait a few days, but then update. Since I’m not all that concerned about it personally, I’m not updating my cameras, except for the X half probably this weekend.
Savannah Central 7069 – Savannah, GA – Fujifilm X100VI – Retro Color
When Fujifilm released the X half last month, it included some brand-new filters, including Light Leak, Expired Film, Halation, and many more. One of my personal favorites is called Retro. Fujifilm doesn’t say exactly what the Retro Filter is supposed to resemble, but it’s an obvious vintage aesthetic. It reminds me a bit of Ormond Gigli’s color work of the late 1960’s and early 1970’s, although I’m sure the similarities are coincidental. I do think the filter was inspired by 1960’s era Ektachrome, especially when push-processed, something Kodak began offering in 1968.
The one and only X-series camera that has the Retro Filter is the X half. You won’t find it on the X100VI or X-E5 or any other model; however, it is on Instax Evo cameras. This filter, plus a number of others on the X half, were inherited from the Instax department. In my opinion, Fujifilm should add the Retro and Expired Film Filters to the Advanced Filters section of X-series cameras. Light Leak and Halation should be added as JPEG options that can be applied to Film Simulation Recipes. I hope they do.
Above: Retro Filter on the Fujifilm X half
While the Retro Filter on the X half was the initial inspiration for this new Recipe, I leaned more heavily into a different (yet similar) picture aesthetic that I really like: the Retro Style Smart Filter on my Samsung ST76 digicam. This little pocket point-and-shoot is from 2012, and it’s not particularly great, but I really like the Retro Style Smart Filter on it, which is pretty much the only reason why I use that old digicam. The filter is intended to produce a vintage ’60’s and ’70’s look, although (again) the specifics aren’t identified. While it has some similarities to the Retro Filter on the X half, it is notably divergent—a bit softer, less bold, and more subtle (yet still pronounced). To me, it looks more like prints from that era, more so than push-processed slides.
I did consider both of these picture aesthetics when created this Retro Color Film Simulation Recipe, but I spent more time comparing my X100VI and X-E5 photos to the Samsung ST76 than the X half. That was the vibe that I wanted to emulate, more so than the X half images. I think this Recipe nails the look in certain situations, and is pretty close (but not perfectly matched) in others. I’m pretty satisfied with the end result.
Above: Retro Style Smart Filter on a Samsung ST76
You might ask why I replicated the Retro look from a cheap digicam over the Retro look from the X half. Initially, I was attempting to replicate the X half aesthetic, but I encountered some difficulties early in that process. If I kept at it, perhaps those things could have been overcome. My hope is that Fujifilm brings the Retro Filter to X-series cameras, which might make the Recipe obsolete if I made it. Aside from that, while the Retro aesthetic from the Samsung ST76 and Fujifilm X half both have their positive and unique characteristics, overall I prefer Samsung’s version, as Fujifilm’s can be a little too strong sometimes for my tastes. I like both, and they’re both somewhat similar, but the one that I like best is what I ended up mimicking.
This Recipe produces an aesthetic reminiscent of some photo prints from the 1960’s and ’70’s, maybe captured using Ektachrome X or Ektachrome 200. I did find a few examples of Ektachrome prints from the 1970’s (for example, this one), which aren’t terribly dissimilar, and maybe sit halfway in-between the Retro Color Film Simulation Recipe and the X half‘s Retro Filter. As with anything in film photography, there are a lot of variables that can significantly affect the outcome. I would say that it is the “general aesthetic” that the Recipe recreates more so than a specific film or process.
Triton – Tonopah, AZ – Fujifilm X100VI – Retro Color
This Retro Color Recipe looks great on sunny days, and can be especially nice during golden hour. Try both a slight underexposure and overexposure—the results are notably different, and you might prefer one over the other. It produces a certain look with overcast sky, which you could either love or hate (most people probably won’t like it). I would avoid this for nighttime situations, but early blue hour is fine. This Recipe wouldn’t be my first choice for portrait photography, although situationally specific, it might be ok for that. If you appreciate a warm, vintage aesthetic, give the Retro Color Recipe a try, as you might really like it.
This is a Patron Early-Access Recipe. If you are a Fuji X Weekly App Patron, you have access to it right now. If not, no worries, as it will eventually be made available to everyone, once it is replaced by a new Early-Access Recipe. It is compatible with all fifth-generation X-Trans cameras, which (as of this writing) are the Fujifilm X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50, X-M5, and X-E5. It can also be used on the latest GFX models, including the GFX100 II, GFX100S II and GFX100RF.
Example photographs, all camera-made JPEGs using this Retro Color Film Simulation Recipe on a Fujifilm X100VI and X-E5:
7 Eleven – Phoenix, AZ – Fujifilm X100VI
Dusty Steering Wheel – Buckeye, AZ – Fujifilm X-E5
Sparkless Plug – Buckeye, AZ – Fujifilm X-E5
Eye Closed – Buckeye, AZ – Fujifilm X-E5
Inspection – Arlington National Cemetery, VA – Fujifilm X100VI
The Porter Machine – Savannah, GA – Fujifilm X100VI
2715 – Savannah, GA – Fujifilm X100VI
Mission Arch – Tucson, AZ – Fujifilm X-E5
Storm over Mission San Xavier – Tucson, AZ – Fujifilm X-E5
Treasury Department – Washington, DC – Fujifilm X100VI
Big Flag – Phoenix, AZ – Fujifilm X100VI
Bashas on Main Street – Buckeye, AZ – Fujifilm X-E5
Vacancy at the Motor Hotel – Buckeye, AZ – Fujifilm X-E5
Afternoon Palm – Buckeye, AZ – Fujifilm X-E5
Craftsman – Buckeye, AZ – Fujifilm X-E5
Bougainvillea Sunset – Buckeye, AZ – Fujifilm X-E5
Tire Pile – Waddell, AZ – Fujifilm X-E5
Fireplace – Scottsdale, AZ – Fujifilm X100VI
Fading Sunset – Somewhere over Arizona (I think) – Fujifilm X100VI
Find this Film Simulation Recipe and 400 more in the Fuji X Weekly App! Consider becoming a Patron subscriber to unlock the best App experience and to support Fuji X Weekly.
Small Clouds Above the Roof – Buckeye, AZ – Fujifilm X-T30 – Pro Neg Recipe
I worked on this Film Simulation Recipe for some time. It wen’t through a lot of iterations, with small tweaks here and there over a few month period, before I landed on the final settings. The idea was to create a generic Kodak-ish color negative film aesthetic, perhaps something similar to ColorPlus 200 or Pro Image 100. While I did look at both of those emulsions a number of times during the development of this Recipe, I didn’t set out to strictly emulate either of them. I think there can be similarities at times to both of those film stocks, but generally speaking this Recipe isn’t a replication of either—or any—film. I hope that makes sense. I do think it does a good job at producing a generic color negative film aesthetic that is by-and-large Kodak-esque, with occasional similarities to both ColorPlus 200 and Pro Image 100.
Pro Neg was a Fuji X Weekly App Patron Early-Access Recipe. The Fuji X Weekly App is free, yet becoming a Fuji X Weekly Patron unlocks the best App experience! One benefit of being a Patron is you get early access to some new Film Simulation Recipes. These Early-Access Recipes will eventually become available free to everyone in time. This one was just replaced by another, so now it’s available to everyone. Patrons help support Fuji X Weekly and, really, without them there would be no App. So I want to give a special “thank you” to all of the Patrons!
Beautiful Bougainvillea Blooms – Buckeye, AZ – Fujifilm X-T30 – Pro Neg Recipe
This Pro Neg Film Simulation Recipe is compatible with the Fujifilm X-T3 & X-T30, plus all X-Trans III cameras, which are the X-Pro2, X100F, X-E3, X-T2, X-T20, and X-H1. For newer cameras, you’ll have to decide on a Grain size (Small or Large), set Color Chrome FX Blue to Off, and Clarity to 0. This Recipe is also compatible with the GFX100; it can be used on “older” GFX models (50R and 50S), but will render slightly differently (try it anyway).
Film Simulation: PRO Neg. Hi Dynamic Range: DR400 Grain Effect: Weak Color Chrome Effect: Off/NA White Balance: 9100K, -7 Red & +7 Blue Highlight: +1 Shadow: +1 Color: +1 Sharpness: -1 High ISO NR: -4 ISO: Auto, up to ISO 6400 Exposure Compensation: +1/3 to +1 (typically)
Example photographs, all camera-made JPEGs captured using this Pro Neg Film Simulation Recipe on my Fujifilm X-T30:
Empty Schoolyard – Buckeye, AZ – Fujifilm X-T30
Backyard Wall View – Buckeye, AZ – Fujifilm X-T30
Hidden Triangle – Buckeye, AZ – Fujifilm X-T30
Gila River Hat – Buckeye, AZ – Fujifilm X-T30
Tree by Field 4 – Buckeye, AZ – Fujifilm X-T30
Bougainvillea Petals – Buckeye, AZ – Fujifilm X-T30
Little Cloud Between the Trees – Buckeye, AZ – Fujifilm X-T30
Twin Palms – Buckeye, AZ – Fujifilm X-T30
Palm Behind Bougainvillea Blossoms – Buckeye, AZ – Fujifilm X-T30
Suburban Colors – Buckeye, AZ – Fujifilm X-T30
Bougainvillea in the Sky – Buckeye, AZ – Fujifilm X-T30
Basketball Hoop at Dusk – Buckeye, AZ – Fujifilm X-T30
Hoop & Tree – Buckeye, AZ – Fujifilm X-T30
Court Cycle – Buckeye, AZ – Fujifilm X-T30
Dusk Saguaro – Buckeye, AZ – Fujifilm X-T30
One Fallen, One Standing – Buckeye, AZ – Fujifilm X-T30
Window Reflection – Buckeye, AZ – Fujifilm X-T30
Yellow Trumpet – Buckeye, AZ – Fujifilm X-T30
Backyard Rose Blossom – Buckeye, AZ – Fujifilm X-T30
Sony surprised the photographic world with the announcement of the RX1R III, a full-frame fixed-lens compact camera. It’s a followup to the RX1R II, which was released 10 years ago. I wasn’t intending to write about it, but a couple people asked for my opinions, so I thought I’d chime in. If you’re interested to know what I think, read on.
Whenever I write these types of articles, invariably someone will get upset. If I criticize any aspect of any camera that’s not Fujifilm, people will say that I’m a hater. If I don’t criticize Fujifilm cameras enough, I’m accused of being a fanboy (meant negatively; I consider it positive). For some people—and they’re found all over the internet but very rarely in real life—I (and other Fujifilm bloggers) must speak only positively about other brands, but at least 50% negative about Fujifilm, or else the opinions expressed are to be disregarded as rubbish. It’s weird. So I think it’s important for me to state right up front where I’m coming from, and if your perspective is similar to mine, maybe you’ll appreciate this article; if not, take all of this with a very large grain of salt, and don’t let it bother you. I like retro-styled cameras (preferably with traditional exposure controls and not PASM) that are compact and lightweight, and that produce excellent straight-out-of-camera pictures that have an analog-like look to them and don’t need to be edited. Fujifilm cameras are by far my favorite, but I have used (and occasionally still use) other brands, including Sony (among others).
Above: Sony a7 IV and the FL “Film Look” profile
To begin with, I think it was smart for Sony to make this camera. It will sell quite well. I have no doubts that this camera will be a hit, and will be a money-maker for them. The specific questions I received about the RX1R III were: how will it impact Fujifilm? Will people leave Fujifilm for this model? Will it affect the sales of the X100VI and GFX100RF? I want to avoid getting into the spec sheet, or criticisms of the rear LCD or things like that—plenty of other people have already discussed those things at length. I’m going to focus more on answering the questions that I was asked.
I don’t think the RX1R III is a direct competitor to the Fujifilm X100VI, but the success of the X100VI certainly influenced Sony to make this camera. And there are enough similarities on paper that one might think they’re competition; however, simply looking at the cameras, it’s obvious they’re significantly divergent in philosophy and design, not to mention price. In my estimation, not many X100VI customers will be lured away by the RX1R III, and not many RX1R III customers will be lured away by the X100VI (probably more will be attracted to the X100VI simply due to cost). I can imagine that some photographers will even have both cameras, although that’s likely going to be a pretty small number. People on YouTube will make the comparison, I’m sure, but overall I don’t see these two models as major competitors.
The RX1R III will more directly compete with the GFX100RF, even though their focal lengths are different. Do you want the bigger, heavier GFX100RF with a larger, higher-resolution sensor and wider but slower lens, or the smaller, lighter RX1R III with a tighter focal length and larger f-stop? Do you want the traditional tactile controls of the Fujifilm, or the PASM and slightly more minimalistic approach of the Sony? Do you want Fujifilm’s renown colors and JPEG engine, or Sony’s better AF and video output? Do you want a striking retro-styled camera, or a more discrete design (to put it nicely)? Do you want to pay $5,100 for the RX1R III, or $4,900 for the GFX100RF? Both have their pluses and minuses, so it really comes down to personal preferences. I’d choose the GFX100RF (and I hope to someday when my budget allows), but that’s just me, and I can see this being a tough choice for some.
Above: Sony a7 IV and the FL “Film Look” profile
Of course, the Sony RX1R III is also competing against the Leica Q3 and Q3 43. I don’t see this camera taking people out of the Leica camp, but it could certainly convince some not to get into it. I can see this as a Leica alternative for those who can’t quite afford to buy a Leica. Mostly, though, the RX1R III is simply a fixed-lens camera for those who are already in the Sony ecosystem. It’s a pocketable-ish camera that’s great for everyday carry or travel due to its compact size, when you don’t want to lug around something like the Sony a7 IV.
I’m not against Sony or the RX1R III. It’s a camera that you’re likely going to shoot RAW with and not JPEG, although Sony has made some notable strides in that department. Most of Sony’s JPEG profiles are so-so, but FL (“Film Look”) is pretty good—kind of similar to the Negative Film effect on the Ricoh GR III and GR IIIx. Apparently there are now three FL options: the original one that’s now called FL1, a more subdued and vintage-looking one called FL2, and a more vibrant and contrasty option called FL3. While these can be customized into Recipes (if someone made them), and Sony does offer interesting customizations like Fade, there’s no faux grain, which is a bit of a bummer. Also, you cannot reprocess the RAW files in-camera, should you need to boost or reduce exposure or apply a different look altogether. From my experience, Sony’s JPEGs can be a bit prone to banding, especially in clear blue sky situations. Fujifilm is a long ways ahead of Sony in regards to camera-made JPEGs, which is one reason why I’m not personally interested in the RX1R III.
I don’t have strong positive or negative opinions about Sony’s new camera. If I was offered one to try, I certainly wouldn’t say no (I doubt that will happen, though). I’m saving up for the GFX100RF, which I’m sure I would like better; however, if I were in the market for a Sony camera, the RX1R III is the only one that I’d consider purchasing right now, and I do think I’d enjoy it, especially with the three FL profiles set to the 1, 2, & 3 positions on the top dial. And that’s my two pennies, for anyone who might be interested.
Fujifilm’s Film Simulations are not mere digital filters. Harnessing more than 70 years of knowledge and experience making photographic and cinematic films, Fujifilm set out to infuse their X and GFX cameras with an analog soul. With a combination of complex elements, these Film Simulations provide a wide variety of looks inspired by film or darkroom techniques. There are 20 different Film Simulations on the latest models, and it can be overwhelming to know where to begin. I like some more than others, but which are best is personal—my preferences might be different than yours. For me, five Film Simulations have emerged as iconic, and are my personal favorites. There are others that didn’t make this cut that I also appreciate and use regularly. Each Film Simulation has its moment when it works really well.
My five favorites are Acros, Classic Chrome, Classic Negative, Nostalgic Neg., and Reala Ace. We’ll take a look at each of them. I will also recommend a few Film Simulation Recipes, selected for those who want to experience the full power of Fujifilm’s renown JPEG engine. Recipes use the various JPEG parameters made available by Fujifilm to customize the aesthetic of the Film Simulations, producing a variety of looks that are often based off of classic film stocks.
Acros is Fujifilm’s crowning achievement in monochrome photography. This Film Simulation replicates the tonal response and grain structure of real panchromatic film. It features smooth gradation, deep blacks, and beautiful highlight roll-off. Acros is unique because Grain is applied algorithmically and varies depending on ISO and exposure, giving it an organic analog-like feel. Fujifilm offers three filter variants: Acros+R (simulates the use of a red filter), Acros+Ye (simulations the use of a yellow filter), and Acros+G (simulates the use of a green filter), further mimicking the tonal rendering of black-and-white film.
This Film Simulation shines in genres where texture and tone are essential, especially street photography, portraits, documentary, and minimalism. Acros is ideal when you want to eliminate the distraction of color and focus purely on light and form. When paired with the right Recipe, it can evoke the gritty spirit of classic film stocks like Tri-X, or deliver a softer tonality for quieter moments. The Acros Recipes below are some of my personal favorites.
Classic Chrome was modeled after classic photojournalism photographs, and produces a documentary-style look. The reference pictures were emulsions like Kodachrome and Ektachrome. While Fujifilm will never say Kodak, Classic Chrome has a distinctive Kodak-like color palette. With a slightly lower saturation and stronger contrast than many other Film Simulations, it can be used for a bold-yet-somehow-subdued look.
Classic Chrome is great for many genres. It can be adapted for landscapes, portraits, travel, street and urban scenes, or storytelling photography. It’s the most popular Film Simulation for those who use Recipes, and the most iconic Recipes use Classic Chrome as their foundation. Below are the most popular Film Simulation Recipes—not only that use this Film Sim., but out of all Recipes.
Classic Negative is based on Fujicolor Superia, a line of consumer films known for rich colors and its 4th layer technology, which provided versatility in a variety light situations. It’s a bold Film Simulation with a unique ability: the way it renders is dependent on the brightness of the picture, behaving somewhat similar to the film when overexposed or underexposed—delivering complex, sometimes unpredictable color shifts. Greens can appear silvery, reds can pop or fade depending on the lighting, and skin tones have a nostalgic rendering. The results are reminiscent of pictures found in many photo albums from the 1990’s and early 2000’s.
Classic Negative is especially well suited for snapshots of daily life and family vacations—really, any subject where you want a stylized, analog-inspired aesthetic. It exaggerates contrast in a way that feels emotionally driven, almost like how memory transforms color and mood. It’s one of the most fun Film Simulations to experiment with, and the Recipes built on it often have strong personalities.
Introduced with the GFX100S and later made available in fifth-generation X-Trans V cameras, Nostalgic Neg. was designed to mimic the aesthetic of New American Color prints from the 1970’s. It was inspired by the works of William Eggleston, Stephen Shore, Joel Sternfeld and Richard Misrach, among others. Like Classic Chrome, Nostalgic Neg. has a strong Kodak-like rendering, albeit from a different era. Nostalgic Neg. gives the feeling of looking through an old photo album filled with warm memories, especially prints from the ’60’s and ’70’s.
This Film Simulation excels in storytelling, and is especially great for travel and documentary photography. Nostalgic Neg. is an emotional Film Simulation, and Recipes built on it often lean into the sentimental, creating photos that feel more like visual poetry than true-to-life renderings.
Reala Ace is the newest Film Simulation in Fujifilm’s lineup. It blends natural color fidelity with enhanced contrast and shadow depth, aiming to strike a balance between documentary realism and artistic expression. The tones are clean and accurate, but never sterile—just enough pop to give photographs life without looking overly processed. It’s most similar to PRO Neg. Std, but isn’t exactly like it, either, with an obvious nod to Fujicolor PRO 160C color negative film.
Reala Ace is an excellent choice for all-purpose photography—whether you’re shooting travel, street, portraits, or landscapes. It can be adapted to a wide range of subjects, lighting, and moods. As a base for Recipes, it can be made to produce a variety of different looks. It’s not surprising to me that Reala Ace is becoming a go-to Film Simulation for many photographers.
These five Film Simulations—Acros, Classic Chrome, Classic Negative, Nostalgic Neg., and Reala Ace—represent the heart of Fujifilm’s JPEG magic. Each offers a unique way to see the world. They allow you to create finished straight-out-of-camera photographs that look great and don’t need to be edited, especially when combined with Film Simulation Recipes. Film Simulations and Recipes are tools of expression, just like film stocks. Shoot more, edit less, and let your camera become your darkroom. Wow, I need to use that last sentence as a tagline or something.
Fujifilm has already produced and delivered more copies of the X100VI than any other previous X100-series model. There are more X100VI’s in the hands of photographers right now than X100V, or X100F, or X100T, etc.. That’s truly amazing, since the X100VI was released only about a year-and-a-half ago, while the other models had production runs closer to four years.
The reason why Fujifilm has made so many copies of this camera is because of the unprecedented historic demand for it. By far, there were more preorders for the X100VI than any other camera by any manufacturer ever. No camera in the history of cameras has had so much interest at announcement. And, if the demand doesn’t relent anytime soon, it could possibly lead to the X100VI becoming the most-sold camera of all time (not including cellphones), which would be a highly improbable achievement. I don’t think that will happen—not even close—because surely the demand isn’t that strong. At some point, it will certainly back off to a more “normal” level, right?
There are still people lamenting that they can’t get their hands on a Fujifilm X100VI. They’d like to buy one, but can’t find it in stock anywhere. As soon as a camera store lists it in-stock, which doesn’t happen often, within hours or even minutes, they’re sold out again. So it might be easy to believe that the demand hasn’t relented. But that’s mostly just in America, and it seems to be partially related to the tariffs. Worldwide, the X100VI has been becoming easier and easier to find. It’s still out of stock at a lot of places, but overall, it’s not terribly hard to get one if you want one. People are reporting walking into their local camera store and finding a few copies on the shelf. So internationally—and depending on where exactly—the situation is a bit better than here at home.
What makes me think that supply and demand are equalizing is that there are used copies available for a reasonable price, like at B&H. Scalping continues on sites like eBay, but it’s not nearly as bad as it was last year. Things are slowly returning to normal. And this is where Fujifilm needs to be very, very careful, a situation that I’ve been predicting for more than a year.
With the X100VI, Fujifilm doubled the production numbers of the X100V from the get-go, from 7,500 units per month to 15,000. At one point last year they said that they wanted to double production again, making it four times that of the X100V, but later stated that that simply wasn’t possible. My best guess is that it is somewhere around three times more than the X100V right now, which would put it at about 22,000 copies per month, or about 265,000 units per year (these numbers are just guesses). The historically “normal” demand for an X100-series camera is 90,000 per year.
At some point, demand for the X100VI will drop. Once the majority of those who want one get one, Fujifilm will sell a lot fewer of them. If the market gets oversaturated, the value will decrease, and Fujifilm will be forced to reduce the price. Those selling them used will have to drop their price, too. This is a situation that Fujifilm really wants to avoid, as it would reduce brand strength. It would be a Lean Production failure if Fujifilm produced more X100VI’s than there are customers wanting to buy them. Fujifilm must proceed with caution.
The mistake of overproduction would be very easy. Since it takes many months from securing parts and scheduling manufacturing to delivering an assembled camera to a store, the demand must be forecasted in advance, probably at least six months. If Fujifilm is making 22,000 units per month, and the total international demand right now is 130,000, in six months Fujifilm would have overproduced 2,000 copies. That’s probably not a big deal, as they’ll surely sell those cameras; however, if they’ve still got 132,000 cameras in the process somewhere, to be manufactured over the following six months, that’s a massive and possibly devastating problem. That’s something that could sink the whole camera division.
I’m just little ol’ me sitting in my office trying to stay cool from the brutal Arizona sun, but even I can see early signs that supply and demand are equalling out. That should be a huge caution flag for Fujifilm. They should strongly consider scaling back production. Perhaps drop it back to 15,000 units monthly ASAP, and work towards “only” 7,500 units monthly by 12 months from now. Obviously Fujifilm wants to capitalize on this lightning-in-a-jar situation as much as possible, and they’d love to sell a quarter-million-plus copies per year without hardly any promotion—what a dream circumstance! But they should also listen to that nagging feeling that this won’t last forever, because it won’t.
I wouldn’t doubt if the X100VI sold twice as many units as the X100V or any other prior X100-series camera by the time its production run has ended. It might even sell four times as many. At some point, though, all the people who want one will have one. Aside from that, trends change quickly. All it takes is some shift in market dynamics or some other camera to catch the attention of social media influencers for the X100VI to be yesterday’s news. Overproduction is a real problem that Fujifilm is well acquainted with and desperately wants to avoid, and no other X-series camera has had a higher risk of overproduction than the X100VI. Fujifilm should ask themselves if now is the time to scale back, because it would be very easy to overshoot this, something that they’d certainly regret doing.
Corkscrew Dilapidation – Rodanthe, NC – Fujifilm GFX100S II – Fujicolor PRO 160C Warm
Last month I found myself photographing a place long forgotten by tourists but not yet erased by time—a crumbling waterpark nestled in the shifting sands of North Carolina’s Outer Banks. The abandoned Waterfall Action Park in Rodanthe sits on both sides of Highway 12, surrounded by the haunting beauty of the barrier island landscape: sea oats swaying in the wind, dunes rolling like waves, and the ceaseless rhythm of the Atlantic just beyond the horizon. This park is a decaying relic of the past, slowly being reclaimed by time and nature. With my Fujifilm GFX100S II camera and Fujinon 80mm f/1.7 lens, I set out to capture not just the decay, but the story of a place where summer joy once echoed through salty humid air.
Waterfall Action Park opened in the late 1980s during a time when beach tourism in the Outer Banks was booming. Situated right off the main road, it became a beloved summer destination for both locals and tourists. The park featured two massive water slides, go-karts, bumper boats, miniature golf, a small pool, and even a bungee-jumping tower. There was no admission fee—just pay for the attractions you wanted to experience. It wasn’t fancy, but it was fun. For many, it was the highlight of summer trips to Hatteras Island. At least that’s what the internet says, as this was my first time to the area.
Time, tides, and hurricanes spare nothing on the Outer Banks. By 2010, the park had closed, apparently due to declining popularity. Hurricane Irene in 2011 and later Sandy in 2012 inflicted heavy damage—the slides collapsed, the buildings buckled, and nature began its slow reclamation. Without repairs or investment, the park was left to rot, and it quickly became an eerie shell of its former self. It wasn’t just closed—it had become a ghost town, surrounded by the wild beauty of Hatteras Island.
Pool Remnant – Rodanthe, NC – Fujifilm GFX100S II – Kodak Tri-X 400
While the park property is fenced, much of it is visible from the roadway—there’s no need to trespass. In several instances I used the fence as a compositional element. While the GFX100S II allows plenty of room for significant cropping, I rarely needed it, as the 80mm lens offered plenty of reach for most pictures at this location. The main challenge was the harsh late-morning light, which was not ideal, but perhaps contributed to the mood of neglect. The Film Simulation Recipes I used were Fujicolor PRO 160C Warm, Velvia Film, Superia Negative (all three of which are Film Dial Recipes), and Kodak Tri-X 400.
Places like this are part of the invisible history of the Outer Banks. Tourists come for lighthouses, kite flying, and sandy beaches. Quiet corners where the past lingers are easy to miss. The Waterfall Action Park may be gone from brochures and maps, but it lives on in the echoes of summer, as well as in the photographs that I brought home. Sometimes the soul of a place isn’t found in its peak moments, but in what’s left behind. Occasionally the most interesting pictures aren’t of epic landscapes or dramatic street scenes, but of broken waterslides on an overgrown lot in a forgotten corner of the Atlantic coast.
Fujirumors posted an article today entitled BREAKING: This Totally Unexpected Fujifilm Camera is Coming in 2025 – And I Know You Won’t Believe Me. I believe it and even expected it, because I’ve been saying it for over a year. If you regularly read Fuji X Weekly, you probably believe it, too, and might even have expected it yourself. I can’t tell you how many times I’ve predicted it over the last 14 months—probably a good handful. For some (including myself), this is not a surprise in the least.
In the third paragraph of my Fujifilm X-T50 review (published on May 16, 2024), I stated, “The X-T50 is not the successor to the X-T30 II, but a whole new (yet highly similar) line. Fujifilm plans to sell the X-T30 II alongside the X-T50, similarly to what they did with the X-T3 and X-T4 a few years back. This also means that there is a potential future successor to the X-T30 II, perhaps called the X-T30 III or X-T40; I don’t know that for sure, but I think it is a fair assumption. The main thing for you to know is that the X-T50 is not a replacement for any previous model, but a whole new camera.”
Just two months ago, in my article entitled My Hopes for the Fujifilm X-E5 (published on May 21st), I concluded with this: “My prediction, which is merely a guess and nothing more, is that an X-T30 III (an X-T30 II but with X-Processor 5) will be announced in the fall….” It looks like that guess was pretty much correct.
For those still scratching their heads, Fujirumors just leaked that the X-T30 II’s successor (which isn’t the X-T50) is coming sometime in 2025. And this is taking the Fujifilm community by surprise. Many people apparently assumed that the X-T50 was the X-T30 II’s successor, even though Fujifilm said from the get-go that it wasn’t. Fuji X Weekly might have been the only website that predicted the X-T30 III (or maybe they’ll call it X-T40, but I doubt it). I don’t have any inside information, I only took Fujifilm at their word, and followed the sequence of past releases to predict this outcome. It just made sense to me.
So what will the Fujifilm X-T30 III look like? I think it will be exactly the same as the X-T30 and X-T30 II (which was mostly just a firmware update to the X-T30), except with the X-Processor 5. In other words, it will have Nostalgic Neg. and Reala Ace, but otherwise will be pretty much identical to the X-T30 II. Some are predicting an X-T50 but with the 26mp sensor instead of 40mp, but I don’t think so, personally. There will be a price increase, because of inflation (and, in America, the tariffs). The X-T30 II was $900 in 2021, which is $1,070 today, so don’t be surprised if the X-T30 III is about $1,050-$1,100 USD for the body-only outside of America, and $1,300-$1,400 in the US due to tariffs. That’s just the new normal, I think.
The question that some will certainly ask is why does this camera need to exist. The X-M5 is the new entry-level model. The X-S20 is the hybrid PASM model underneath the X-H2/X-H2s. The X-E5 has been upgraded to a mid-tier camera. The X-T50 is also a mid-tier model. Where does the X-T30 III fit into that? I believe that it will be the lowest-tier non-PASM camera, underneath the X-T50 and X-T5. This line has been historically successful for Fujifilm. It offers a more affordable option for those who want an EVF. But… I think it will also be an indication of what’s to come very soon with the other models (aside from the X-E5 and X half): price increases (at least in America, maybe not worldwide). Other brands have already announced higher prices, and Fujifilm will be doing so soon, too, in my opinion.
Of course, I’ve been wrong about plenty of things before. For every one thing that I’ve predicted correct, I’ve predicted two or three completely incorrect. That’s the trouble with guessing the future (ask Robert Zemeckis). I cannot say with any level of certainty what the X-T30 II’s successor will be like, so my predictions should be taken with a large grain of salt. But the fact is that the X-T30 II’s successor is coming soon, and I’m not surprised by it.
Coastal Arches – Charleston, SC – Fujifilm X-S20 – Kodacolor VR 200 – Photo by Jonathan Roesch
I’ve received a lot of questions lately about the Fujifilm X-M5 and X-S20. Specifically, people want to know what generation these two cameras fall under, and which Film Simulation Recipes they should use on their model. I’m not sure why this question has been asked so much lately, but there has definitely been a noticeable spike. Let’s get right into the answer, which is simple and complicated.
Both the X-M5 and X-S20 feature the same 26-megapixel X-Trans IV sensor found in the previous-generation models, such as the X-Pro3, X100V, X-T4, and X-T30 II. So it might seem obvious: they must be fourth-generation cameras, right? Not quite. Despite the sensor, both the X-M5 and X-S20 have the new X-Processor 5, the same as the X-T5, X100VI, X-H2, and X-T50, among others. In other words, these two cameras have a foot in both the X-Trans IV and X-Trans V worlds.
While sensor generation typically defines the era of Fujifilm cameras, it’s not just about the sensor itself—it’s also about the image processor, the firmware, and the JPEG engine. The X-Processor 5 brings with it some new Film Simulations, and a slightly divergent rendering (namely, the color blue on Classic Chrome, Classic Negative, Eterna, and Eterna Bleach Bypass). Even though the sensor on the X-M5 and X-S20 are from the prior generation, the JPEG options and rendering are more in line with the latest generation.
Flowering Tree – Buckeye, AZ – Fujifilm X-S20 – Summer Sun – Photo by Jonathan Roesch
The most appropriate Film Simulation Recipes for the X-M5 and X-S20 are X-Trans V and not X-Trans IV. Recipes designed for X-Trans IV that use Classic Chrome, Classic Negative, Eterna, and Eterna Bleach Bypass might not look quite right, and will need a Color Chrome FX Blue adjustment. If the X-Trans IV Recipe (that uses one of those four Film Sims) calls for Color Chrome FX Blue set to Strong, use Weak instead; if it calls for Weak, use Off instead. With that simple adjustment, those X-Trans IV Recipes are fully compatible with the X-M5 and X-S20, as are all X-Trans IV (except those intended for the X-T3/X-T30) that aren’t based on those four Film Simulations.
While it’s a bit convoluted, the answers aren’t terribly complicated. Even though the X-M5 and X-S20 are a bit both X-Trans IV & V, they are indeed fifth-generation models. The Recipes that are most appropriate for these two cameras are the ones intended for X-Trans V cameras, like the X-H2s, X-T5, X100VI, etc., etc., but some X-Trans IV Recipes—those that don’t use Classic Chrome, Classic Negative, Eterna, and Eterna Bleach Bypass—are also fully compatible, and some are made compatible simply by reducing Color Chrome FX Blue down by one. Clear as mud? I hope this makes sense for those wondering which Recipes to use on their camera.
Mission San Xavier del Bac – Tucson, AZ – Fujifilm X-E5 – Kodak Vericolor VPS
Kodak introduced Vericolor color negative film in 1974. It was their professional emulsion for portrait, wedding, and studio photography, and was designed to work well with flashes. Vericolor was a predecessor of Portra, intended to produce pleasing skin tones. There were a handful of different versions produced in the 1970’s and 1980’s, and the line was discontinued in the late-1990’s with the introduction of Portra.
While this Film Simulation Recipe is called Kodak Vericolor VPS, which was an ISO 160 version released in 1979, I think it’s actually more similar to Vericolor II, released in 1977. I had a difficult time finding examples to model this after, and a couple of old photography magazines were my best source. This Recipe definitely has the right vibe for late-1970’s Vericolor, particularly printed pictures from the film. I found it to be quite versatile—excellent for sunny daylight, golden hour, overcast, natural light indoors, and even certain nighttime situations. This could definitely be the go-to Recipe for some of you, especially if you appreciate a late-1970’s or early ’80’s aesthetic.
Manitou & Pike’s Peak – Manitou Springs, CO – Fujifilm X-E5 – Kodak Vericolor VPS
Because this Kodak Vericolor VPS Recipe uses the Nostalgic Neg. film simulation, it is only compatible with fifth-generation X-Trans cameras, which (as of this writing) are the X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50, X-M5, and X-E5. It’s also compatible with the latest GFX models: GFX100 II, GFX100S II, and GFX100RF.
Film Simulation: Nostalgic Neg. Dynamic Range: DR400 Grain Effect: Strong, Large Color Chrome Effect: Strong Color Chrome FX Blue: Strong White Balance: 4500K, +2 Red & -5 Blue Highlight: -1 Shadow: +2 Color: +3 Sharpness: -1 High ISO NR: -4 Clarity: -2 ISO: Auto, up to ISO 6400 Exposure Compensation: +1/3 to +1 (typically)
Example photographs, all camera-made JPEGs captured using this Kodak Vericolor VPS Film Simulation Recipe on a Fujifilm X-E5:
Pick Here – Manitou Springs, CO – Fujifilm X-E5
Tree Ghost – Manitou Springs, CO – Fujifilm X-E5
North Pole – Manitou Springs, CO – Fujifilm X-E5
Alleyway Photography – Manitou Springs, CO – Fujifilm X-E5
Handheld Camera – Manitou Springs, CO – Fujifilm X-E5
Fujifilm Photographer – Manitou Springs, CO – Fujifilm X-E5
Mission – Tucson, AZ – Fujifilm X-E5
Pikes Peak Inn – Manitou Springs, CO – Fujifilm X-E5
Gas Tanks – Buckeye, AZ – Fujifilm X-E5
Suburban Home – Buckeye, AZ – Fujifilm X-E5
Yellow Bougainvillea Blossoms – Buckeye, AZ – Fujifilm X-E5
Potted Leaves – Buckeye, AZ – Fujifilm X-E5
Cactus & Wall – Tucson, AZ – Fujifilm X-E5
Sunlit Leaves – Buckeye, AZ – Fujifilm X-E5
Odadiuc – Buckeye, AZ – Fujifilm X-E5
Indoor Flag – Buckeye, AZ – Fujifilm X-E5
Superguard – Waddell, AZ – Fujifilm X-E5
Moon over Sedona – Sedona, AZ – Fujifilm X-E5
In-N-Out – Surprise, AZ – Fujifilm X-E5
Neighborhood Fireworks – Buckeye, AZ – Fujifilm X-E5
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Fujifilm X-E5 in black: B&H, Nuzira Fujifilm X-E5 in silver: B&H, Nuzira
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A Kodak Moment – Antelope Island SP, UT – Fujifilm X-T20
Yesterday, the New York Times published a story entitled The Kodak Brand Gets a Second Life. In South Korea, there are over 120 Kodak Apparel stores that sell shirts, hats, sunglasses, handbags, luggage, and more with the Kodak logo on them. Kodak Apparel isn’t a part of Eastman Kodak, but a different company called Highlight Brands that simply licenses the name from Kodak. While Kodak Apparel is currently huge in South Korea, it hasn’t quite caught on worldwide… yet.
The New York Times suggests that this is a part of an international trend that’s being dubbed newtro, a combination of new and retro. Newtro describes something that is brand-new but seems to be or nods to something that’s vintage. Many Fujifilm cameras, like the X-E5, X100VI, X-T5, X-T50, X-M5, and X half, fall into this category. The X-Pro would, too, if they were currently making one.
What’s old is cool again. While antiques and vintage things are “in” right now, so are things that just seem to be retro or pay homage to that. It shouldn’t be surprising that Kodak clothes are extremely trendy in South Korea. What is surprising is that companies like Kodak and Fujifilm aren’t doing more to capitalize on the newtro movement. Yes, Fujifilm is certainly benefiting from it when it comes to camera sales, but they could be doing so much more.
People want to sport their favorite brands. As my kids would say, they want their fit to be fire. I would wear a Kodak Film shirt, and carry Kodachrome duffle bag. These things need to become available everywhere, and not just in South Korea. While Fujifilm does have a merch store, it’s pretty small with only a handful of options, and most if it isn’t newtro. Even if they have no interest in becoming an apparel brand, Fujifilm could license out their logo—especially their old emblems and trademarks—for other companies to use. I don’t know if they realize just how big this could be.
Fujifilm Drip – NYC, NY – Fujifilm X-T50 – Pacific Blues
Shirts, sweaters, jackets, and things like that are obvious options that both Kodak and Fujifilm should sell (or license to a third-party to sell). But camera accessories—straps, bags, etc.—should not be overlooked. For Kodak, why not license to a camera brand? There could be a Leica M11 Kodak collectors edition, with some red and yellow trim, for example. Or—shockingly—a Kodak edition of a Fujifilm camera, something like my faux Kodak Retina.
Fujifilm’s recommitment to retro-styled bodies comes at an opportune time. With the historic demand of the X100VI, which has already outsold any previous X100-series camera, Fujifilm is working overtime on production—this camera has been a massive hit. Just this year Fujifilm released the GFX100RF, X half, and X-E5. Newtro doesn’t just apply to physical products, though. Fujifilm’s Film Simulations (and, of course, Recipes) are a big part of the appeal. Think of them as newtro aesthetics. They’re not quite film but a big nod to the retro look that film has produced for a very long time. Fujifilm has a massive leg-up on this compared to their competition, and it is an under appreciated aspect of their success. I think, though, that we’re seeing just the tip of the iceberg, and there’s a huge untapped potential. Kodak and Fujifilm both have big opportunities, and they could learn from each other how to fully capitalize on it.
Mennonite Plow – Ronks, PA – Fujifilm GFX100S II – Nostalgic Film
I get asked fairly regularly which Film Simulation Recipes are the most popular. For me, this is a fascinating topic, but it’s definitely hard to know definitively. While I get a glimpse on social media, my best gauge is the Fuji X Weekly website statistics; specifically, which Recipe articles are viewed the most. I don’t collect any data on the Fuji X Weekly App, so that’s no help—although, if I did, it would likely offer the most accurate picture; however, it would still be impossible to know which Recipes people programmed into their Fujifilm cameras, or how often they used each. Perhaps a survey would be particularly useful, yet even it has its limitations. While certainly a flawed method, page-view website statics offer the best glimpse at which Film Simulation Recipes are the most popular, so that’s what I’m using for this article. These are simply the Top 25 most-viewed Recipes on the Fuji X Weekly website so far in 2025.
It’s been awhile since I did one of these articles—the last time was for January. There’s always some movement from month-to-month, but overall it’s pretty predictable. Taking a six-month view offers more clear picture than a 30-day snapshot. For this reason, I might wait until the end of the year before I do another.
Those Recipes with Kodak brand names in the title—Kodachrome, Portra, Gold, Tri-X, etc., etc.—are usually the most popular. Classic Chrome is the king of film simulations, as the majority of the most-viewed Recipes are based on that film simulation. Classic Negative and Reala Ace are battling for the second and third positions. Acros, Eterna, and Nostalgic Neg. are neck-in-neck-in-neck for fourth, fifth, and sixth places.
Without any further delay, below are the most popular Recipes at the halfway point of 2025!
Top 25 Most Popular Film Simulation Recipes of 2025 (so far…)
Reggie’s Portra is now the number one top Film Simulation Recipe on Fuji X Weekly! It’s always been popular, but interest in this Recipe has soared this year. Reggie Ballesteros created it by modifying my Kodak Portra 400 Recipe to better suit his style and needs. Of the various Portra Recipes, this is the most versatile, and the most popular for portrait photography. This is for X-Trans IV cameras; for X-Trans V, set Color Chrome FX Blue to Off.
A Classic Chrome based Recipe for X-Trans IV cameras that was the long-time most popular Film Simulation Recipe for Fujifilm cameras on this website. It’s one of my personal favorites.
Pacific Blues and Reala Ace go back-and-forth for which is the most popular Classic Negative Recipe; currently, it’s Pacific Blues. This particular version is compatible with X-Trans IV models, but there is also an X-Trans V version that’s further down the list. This is another of my personal favorite Recipes.
This version of Kodak Portra 400, which is compatible with X-Trans IV cameras, was once commonly the third most popular Film Simulation Recipe on Fuji X Weekly. While it doesn’t rank as high as it once did, it’s still quite popular.
This is the long-time most popular B&W Recipe on Fuji X Weekly. It’s based on the Acros film simulation, and has compatibility with X-Trans III, X-Trans IV, and X-Trans V models. This is one of my absolute top-favorite Recipes.
This is a somewhat newish Recipe, published on October 31st. It uses the Reala Ace film simulation, which means that it is compatible with X-Trans V cameras.
It is probably unfair to include the Film Dial Recipes in this list because it is not one Recipe, but 14. When it showed up in the Top 25, I was faced with the choice to included it (as unfair as that might be) or not. The Vibrant Arizona article is technically four Recipes, so there is a precedence for its inclusion. I have no idea which of the 14 are the most used.
Like the Film Dial Recipe set, this is actually 14 Recipes and not just one. Its inclusion is a little unfair, but here it is. I have no way of knowing which of the 14 are the most used.
This Recipe uses Classic Chrome and is compatible with both X-Trans IV and X-Trans V models. Interestingly enough, Fujifilm has displayed two of my images at events over the last year, and both were created using this Classic Color Recipe.
Vintage Kodachrome, which is based on Classic Chrome, is one of the older Film Simulation Recipes on Fuji X Weekly, and is compatible with X-Trans III cameras.
This new Recipe, which I’m calling Summer Sun, is bright and warm. If a hot summer day was a picture aesthetic, it’s this. It has a vintage film-like charm, maybe along the lines of Kodak Ultra Color 100UC used with a warming filter (maybe 81C). It’s not specifically modeled after that, but has some similarities nonetheless.
Death of a Chevy – Buckeye, AZ – Fujifilm X-E5 – Summer Sun Recipe
This Summer Sun Recipe is very warm, so it’s definitely not for every subject or light situation. It’s best on a bright sunny day, but can still be okay in partly-sunny situations. It’s compatible with all fifth-generation X-Trans cameras, which (as of this writing) are the X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50, X-M5, and X-E5. It’s also compatible with the latest GFX models, specifically the GFX100 II, GFX100S II, and GFX100RF.
Film Simulation: Reala Ace Dynamic Range: DR200 Grain Effect: Strong, Small Color Chrome Effect: Strong Color Chrome FX Blue: Weak White Balance: 7200K, -2 Red & +2 Blue Highlight: -1 Shadow: -2 Color: +4 Sharpness: -1 High ISO NR: -4 Clarity: -3 ISO: Auto, up to ISO 6400 Exposure Compensation: 0 to +2/3 (typically)
Example photographs, all camera-made JPEGs captured using this Summer Sun Film Simulation Recipe on a Fujifilm X-E5, X100VI & X-S20:
Manhattan from Hotel Window – NYC, NY – Fujifilm X100VI
Fruits & Vegetables – NYC, NY – Fujifilm X100VI
Building Backsides – Buckeye, AZ – Fujifilm X-E5
Spirits of the Past – Buckeye, AZ – Fujifilm X-E5
Green Mack – Buckeye, AZ – Fujifilm X-E5
It’s Corn – Buckeye, AZ – Fujifilm X-E5
Newly Planted Palms – Buckeye, AZ – Fujifilm X-E5
Evening Palm Tree – Buckeye, AZ – Fujifilm X-E5
Suburban Palm – Buckeye, AZ – Fujifilm X-E5
Flowering Tree – Buckeye, AZ – Fujifilm X-S20 – Photo by Jonathan Roesch
Brooklyn Bridge between Trees – NYC, NY – Fujifilm X100VI
Bridge, Runner – NYC, NY – Fujifilm X100VI
It’s All Greek to Me – Washington, D.C. – Fujifilm X100VI
Red Dumpster – Washington, D.C. – Fujifilm X100VI
Summer Joy – Buckeye, AZ – Fujifilm X-E5
Hidden Tower – Buckeye, AZ – Fujifilm X-S20 – Photo by Jonathan Roesch
Fireworks Stop – Buckeye, AZ – Fujifilm X-E5
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I’m hesitant to write this review, because the Fujifilm X half is paradoxical. There’s a lot about it that’s conflicting. You can say this aspect of it is great for a certain group of people, but this aspect of it is not. This might be the most unique digital camera ever made, so it’s going to get a lot of attention, but also a lot of criticism. Trying to figure out who will most appreciate the X half (also called X-HF1) has been an intriguing endeavor.
To be completely transparent, it’s important for me to tell you upfront that Fujifilm sent me an X half to keep. Yea! Thank you, Fujifilm. I didn’t pay a dime for the camera. But I did have an X half preordered, so I was planning to spend money on one. I’m doing my best to not let my impressions be colored by Fujifilm’s kind generosity.
There are a few things that are unique about X-HF1. The headline is the vertically-mounted 1″ sensor. As far as I know, this is the very first camera to have a vertical sensor, all others are horizontal—that is, aside from cellphones. A lot of people—younger people especially—tend to photograph vertically on their cellphones, so it was just a matter of time before a camera would have a tall sensor. The X half is revolutionary because it’s the very first. I suspect there will be more in the future, and Fujifilm won’t be the only brand. Speaking of 1″ sensors, the name is a bit misleading. The surface area of a so-called 1″ sensor is the same as old 1″ Vidicon vacuum tube television cameras. So the name (“one inch”) has to do with the tube size of TV cameras from the ’50’s, ’60’s and ’70’s, and not the dimensions of the sensor.
The inspiration for the X half—and where the name comes from—are half-frame film cameras, like the Fujica Half, Olympus Pen, Kodak H35N, and Pentax 17. These cameras use half of a 35mm frame for each picture, orientated tall. Some medium-format cameras also are natively portrait orientated. Cameras that capture vertical photos are not new, but they are new in the digital age. Of course it has to be said that the X-HF1’s sensor isn’t half the size of a full-frame sensor, or even half the size of APS-C; no, the X half‘s “half” is not a mathematical term, but simply a nod to analog half-frame cameras. The 3:4 aspect ratio is also the same as half-frame cameras.
Like a half-frame film camera, the X half is capable of creating diptychs, which are two frames side-by-side combined into one image. You can do this easily in-camera using the Frame Advance Lever, or after-the-fact using the new X half app. It’s a heck-of-a-lot of fun, but I imagine that the novelty will wear off after awhile. While it will put a (customizable) bar in-between the two frames, I wish it had the option for a boarder around the whole image like in the examples above, which was done using a third-party app. Maybe Fujifilm will add this feature to the X half app in the future.
The X-HF1 is as minimalistic as it gets in the X-series. The menu has been simplified and streamlined, and a lot of settings have been left out. You cannot use Film Simulation Recipes with this camera, only the stock Film Simulations and Filters. Not all of the Film Sims made the cut, but most of them are there: Provia, Velvia, Astia, Classic Chrome, Reala Ace, Classic Negative, Nostalgic Negative, Eterna, Acros (include +Ye, +R & +G), and Sepia. I would rather have Eterna Bleach Bypass over Sepia, but it’s a good group overall. There are a whole bunch of Filters (called Advanced Filters on other X-series cameras), some of which are borrowed from the Instax Evo cameras. My favorites are Pop Color, Light Leak, Expired Film, and Retro. These cannot be used in addition to Film Simulations—it’s one or the other, and not both. The list of Filters is quite long, and I don’t have an interest in most of them, so I wish that you could customize which ones are available, to make it easier to find and select the ones you actually want to use.
Above: Pop Color Filter
Above: Light Leak Filter
Above: Expired Film Filter
Above: Retro Filter
Pop Color is reminiscent of Fujichrome Fortia. I’d actually like to see it graduate to Film Simulation status. Light Leak, as well as filters like Halation and Vignette, should become JPEG options on other X-series cameras, that can be added to any Film Simulation. Expired Film and Retro should be added as Advanced Filters. Of the three Expired Film options, Green and Neutral are my favorites.
The only customizations that are available are Grain, Portrait Enhancer (which I believe is just Smooth Skin Effect renamed), White Balance (but no WB Shift), and Long Exposure NR. One cool thing is that these are also applied to the Filters, and not just the Film Simulations—I’d love for that to make its way to other X-series cameras. Beyond that, the Film Simulations and Filters cannot be customized to achieve various looks, which is a real bummer for someone like me who uses Recipes extensively.
Top left: Weak / Small Grain. Top right: Strong / Large Grain. Bottom: Actual Ilford Delta P3200 film
I enjoy a little grain in my photos. It adds texture that’s been common in photography for much of its existence. The X-HF1 has faux grain, with four options: Weak/Small, Weak/Large, Strong/Small, and Strong/Large. Grain set to Weak/Small on the X half is a little more pronounced than Strong/Large is on (for example) the X100VI. I wish that there was a less strong option than Weak/Small, because it’s borderline too much; however, since there’s not, I used it almost exclusively. Strong/Large is a bit ridiculous, and is reminiscent of the grain of ultra-high ISO films like Ilford Delta P3200. If you want to achieve an Ilford Delta P3200 look, the X half isn’t far off at all when Grain is set to its maximum parameters.
Another word about Grain is that it slows the camera down, much like Clarity on other X-series cameras. I found this to be odd, and my theory is that when Grain is applied, so is Clarity (maybe -2). I tried to prove this, but couldn’t, so I might be completely wrong. I have another theory that—for Film Simulations, at least, and maybe for Filters—Color is increased as exposure is increased, and is reduced as the exposure is reduced. I also tried to prove this, but got mixed results, so I’m not certain if this is how the camera is programmed, or just a natural effect of over and under exposure.
Above: Classic Negative
The camera seems to apply a heavy-handed noise reduction, and then a heavy-handed sharpening to compensate. I would love to have some control over this, as it’s not my favorite approach. It might be necessary, though, since the X-HF1 has a Bayer sensor instead of X-Trans. One benefit of X-Trans that doesn’t get discussed enough is that it allows noise to be more easily identified and controlled; Fujifilm uses this to make it more film-grain-like, and less of a nuisance. Since this is a Bayer camera, it might require a little stronger noise reduction.
Another benefit of X-Trans is that it has more green pixels (55%, compared to 50% on Bayer), which allows for more luminosity information. This provides a little more dynamic range and high-ISO capabilities. On the X half, dynamic range is quite limited. I would say it’s roughly comparable to DR100 with Highlight and Shadow set to +0.5 on other X-series cameras. It’s fairly easy to clip highlights and/or block up shadows, and is a little like slide film in this regard. Since this camera is JPEG-only (no RAW), you have to be very careful about the exposure.
Above left: ISO 1600. Above right: ISO 4000
I found that I prefer ISO 400 and below on the X half, reminiscent of Sigma Merrill cameras, which has a similar limitation. In a pinch you can go higher, especially if the picture will only be shared to social media, but I tried my best to keep the ISO at or below ISO 400 whenever possible. Because the maximum aperture of the lens is “only” f/2.8, when the sun goes down it can be very challenging to use the camera.
The X-HF1 does have a built-in flash, albeit not a great one. It doesn’t have a hotshoe, only a coldshoe. Flash photography is, unfortunately, not ideal on this camera, which is too bad, since it has a leaf shutter. If Fujifilm someday makes a second version, I hope that it either has a proper flash or a hotshoe (or both), as this current setup is mediocre at best. I kept the flash off most of the time.
Above: Flash photography on the X half
One really cool feature is called Film Camera Mode. You select either 36, 54, or 72 shots, and you are dedicated to that mode until you’ve completed your “roll of film”—which is whatever Film Simulation you chose. I do wish that 24 was an option, as it takes awhile to finish a roll. You cannot review the photos until they’ve been “developed” in the X half app. In this mode, the X-HF1 functions similarly to point-and-shoot film cameras from the 1990’s. You have to use the Frame Advance Lever in-between shots. It’s a ton of fun, but also challenging, because you have no idea if you correctly exposed, focused, or even if you framed it well. I kept forgetting to take the lens cap off, too. My daughter coined the 72 shot roll as the 72 exposure challenge. I’d love for that to become a community-driven trend, where people post their best frames from their 72 exposure “roll” on social media, with the hashtag #72exposurechallenge.
It would be nice if you could use the various Filters in this mode, and not just the Film Simulations. ***Edit: I was on a pre-production firmware; however, after updating to the latest version, I can now use Filters in the Film Camera Mode. Yea! Sorry for the confusion.*** Another thing I’d appreciate is that whatever ISO you have selected is carried over to the Film Camera Mode. Unfortunately, you only get Auto ISO up to ISO 12800, which is totally unusable whenever it goes that high. Fortunately, your Grain and White Balance settings are carried over, so be sure to set those before starting.
Above: X half contact sheet and various frames
Once you develop your “roll” in the app, you get a contact sheet. It would be great if you could long-press on a frame, and it would give you the option of saving that frame with the sprockets, or that frame plus the one next to it (on either side, unless it’s the end of the strip), or the whole strip. Instead, you have to crop the contact sheet in order to accomplish that. But I’m a huge fan of the contact sheet in-general, it’s a really cool idea.
Overall, I enjoyed using the Film Camera Mode, but I found myself not using it as much as the regular shooting mode because you have to be in the mood for it. One of the challenges that I appreciate about the X-HF1 is finding the “right” Film Simulation or Filter, combined with the “best” White Balance, to convey the mood of the scene most appropriately. The X half is so simple that a three-year-old could use it, but to get the most out of it requires thinking a little more deeply about things that are easily taken for granted. It’s been one of the most simple yet most challenging cameras I’ve ever used—the paradox I mentioned in the opening sentence.
Fujifilm X half – Acros Film Simulation
The X half is capable of recording video, but it’s very mediocre. Someone will use it creatively just to prove the point that it can be done, but I think Fujifilm probably should have just left off video, which would have made an interesting statement. Or else, maybe do a faux 8mm thing with sprockets and light leaks and such—that would have been really cool. Food for thought for the next iteration, if there is one someday.
Who should consider buying this camera? I think there are a few obvious answers. First, the X-HF1 has a foot in both the X-series and the Instax world. For those unaware, Instax is bigger than X and GFX combined. I talked to a bunch of people—probably close to ten—who own an Instax camera yet don’t own any X-series model, and they were all highly interested in the X half. Six different people told me that it’s the only Fujifilm camera they want, aside from Instax. The X half is an obvious bridge into the X-series for these folks. Also, some people who shoot point-and-shoot film cameras but are tired of the cost of film will find this to be an intriguing option. At $25 to $50+ per roll (including development and scanning), it won’t take long for the X half to pay for itself. The X-HF1 is sort of like a digital 110 camera, and almost lomography-esque, so it’s not difficult to see the appeal. Third, digicams are all the rage right now among younger people, and this camera can be considered in that category, too.
Above: Various pictures captured with the Fujifilm X half
What about current X-series photographers? What about someone like me? The camera is a blast. It’s so much fun. But it’s a toy. It’s not a serious camera for serious photography (I’m sure someone will use it in a serious way just to prove the point that it can be). It’s great for casual snapshots. I used it extensively during nearly three weeks of travel, and it was my most-used camera during that time, even more than my Fujifilm X100VI. I have so many more pictures that I could share, this is only a small sampling. It’s so easy to always have on you, and I would rather use the X half than my iPhone, if only for the tactile experience and Fujifilm colors. If you think you’d enjoy it, it’s probably worthwhile to get. If you wonder why anyone would buy it, it’s probably not for you, and it’s easy to move on.
The biggest criticism is going to be the price. In America, the X half is a steep $850. Across the rest of the world, it’s roughly equivalent to $700 USD. Unfortunately, this was the first camera to include the new tariffs in the price (although Canon and Nikon have just implemented some price increases, and Sony will soon, too), so it’s a bit shocking. Some people will say it should be $200 or $300, and that’s highly unrealistic—just absurd and not even close to any level of reality. Some will say it should be $500, and I’d agree with that if it were pre-Covid; however, there’s been a lot of inflation since then. I believe that $650 to $700 is a fair price. $850 is a little much, but that’s largely not Fujifilm’s fault; hopefully the tariff situation will get resolved soon, and Fujifilm can drop the price to where it should be. I don’t know if that will happen, though, and if the camera sells really well at its current price, there may not be a reason to reduce it.
Above: Various diptych pictures captured with the Fujifilm X half
The last thing that I want to address is the inability to use Film Simulation Recipes with this camera. Recipes are a pretty big thing in the Fujifilm world—the brand-new X-E5 actually uses the word “Recipe” in the camera menu. I appreciate excellent straight-out-of-camera results. While I would love to be able to customize the looks more in the X half, you can still get good picture aesthetics with the limited tools available in the camera. The photography continuum has been leaning towards less editing for a few years now, and this camera is just a natural and seemingly inevitable expression of that.
There’s a lot to like about the Fujifilm X half, and a lot that can be questioned. You have to accept the camera for what it is and forgive it for not being what it’s not; otherwise, it might grind on your nerves. But, for certain, the camera is very enjoyable, and it offers a unique shooting experience not found anywhere else. If you want the X half experience, you have to have an X half. But that unique experience will not appeal to everyone, and maybe not even to most X-series photographers. I do believe this camera will be quite successful, and will bring many people into the X-series fold, mainly from groups that the camera industry has largely ignored. This will be the first X-series camera for a number of people, and someday some of those people will upgrade to a more premium model, perhaps an X-M5, X-E5, or X100VI. I think all of that is very good. It’s quite obvious to me that the Fujifilm X-HF1 will be a trendy camera, especially among younger photographers, and you’re soon going to see X half pictures all over TikTok and Instagram.
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I just got back from the B&H BILD Expo in New York City late last night. I’ve been traveling almost the entire month of June. Today is only the third day so far that I’m actually home. There’s a lot that I need to get caught up on, and I apologize for being slow to respond. If you’ve sent me an email and I haven’t yet answered back, I’ll try to do so before the end of next week.
This was my first BILD Expo. Last year I led some photowalks at the NAB Show in New York, which was held in the same building (Javits Center). While both events were large, BILD was bigger and had a larger attendance in my estimation. I don’t know how many came out, but I heard it was over 10,000! It seemed like a huge success.
Fujifilm brought me out to help with their Fujifilm X-E5 touch-and-try station; specifically, I was in charge of the Recipe podium. My purpose was to talk about Film Simulation Recipes, and how those can be used with the X-E5. It was an honor to have my photo (created with the Classic Color Recipe) printed on the top of the Classic Chrome podium. There were five podiums—each with an X-E5 on top—and a Lego display in the middle. The Legos were just as big of an attraction as the new camera, so kudos to whoever had the idea to do that.
It was so great to meet lots of you in person. I have no idea how many stopped by to say hello, but it was a large number. I shook a lot of hands. I wish I could have talked longer with each of you, but it wasn’t an ideal situation for that, unfortunately. I spoke with Omar Gonzalez, Jason Vong and Vivienne (she showed me an incredible picture that she captured of the cherry blossoms in Japan using a Fujifilm X100VI and Recipe), Cam Mackey, Jared Polin (Fro Knows), and more. I have a lot of stories that I could tell, but my favorite is stumbling across someone from Ohio who was on my photowalk in Scottsdale last year at a chicken restaurant in Manhattan.
Because I was tethered to the Recipe podium, I didn’t get a chance to see very much of the BILD Expo. Even though I was there from before the doors opened until after the doors closed, I only experienced a tiny bit of it, so I cannot say much. Omar Gonzalez and Cam Mackey both have good recaps (I’m in Cam’s video, actually). Unfortunately, I didn’t take very many photos of the event because I was so busy. Now that I’m back home, I wish that I had made a bigger effort to use my camera more.
What I can say is that the Fujifilm X-E5 got a lot of attention—there was constantly a crowd. Thousands of people gave it a try, and the feedback was mostly positive. For every “it’s too expensive” there were ten “it’s priced right” or “that’s a bargain,” which I think is because of the build quality. There’s a notable difference in how the X-E5 looks and feels compared to the X-E4. Holding the X-E5 is more like holding the X100VI. There’s no denying that the X-E5 isn’t cheap, though. Because my podium was right next to the X half station, I got a close look at the interest in that camera, which was massive. I had nearly as many questions about the X half as I did the X-E5, and at least a handful of people told me that it’s the only Fujifilm camera they have an interest in. There were a few lulls in X half crowds on Day 2, while the X-E5 station remained consistently busy on both days. I also got to see the new GFX Eterna camera in person, which was cool. I think it will be a pretty unique cinematic tool.
That’s it for BILD. My wife and I walked around New York City a few times (the photos above were captured on my Fujifilm X100VI using the Kodak Tri-X 400 Recipe). Photographically, it’s probably the best city in America, just because there are picture opportunities literally everywhere. You can’t help but be a great photographer. Just walk around with your camera and you’ll find something incredible. I would have loved to have stayed longer, but I’m also so glad to be home—it was amazing to sleep in my own bed for a change.
I’m hoping to finish my review of the Fujifilm X half in the next few days, and right after that I’ll have a writeup on the Fujifilm X-E5. I actually have an X-E5 right in front of me, but I only get to use it for a few days (I better hurry this up!). Then, next week, on Saturday, June 28th, I’ll be in Colorado Springs for a photowalk (click here to register). I hope to see you there!
In the Heritage Leather collection are six options: three colors and two sizes. The three colors are black, tan, and—my personal favorite—green. I picked the green color personally, and we called it “Fuji X Weekly Green” for obvious reasons—it even includes the Fuji X Weekly “X” logo stamped into the leather (the black and tan options do not). I’m using the Fuji X Weekly Green Heritage Straps personally on several of my Fujifilm cameras. The two sizes are 28″ and 38″, providing both a short and long option.
A refined evolution of Evergreen’s original minimalist strap (which I also use and like), the Heritage Leather strap is crafted from premium full-grain leather, oil-dyed and wax-finished for a natural look that develops a deep patina over time. The traditional split ring setup is compatible with most cameras, both vintage and new. Designed to echo the timeless look of classic rangefinder straps while adding a soft microfiber suede backing for comfort during long shoots. Lightweight and unobtrusive, this strap stays out of your way but holds up to serious use. Works with Fujifilm, Leica, Nikon, Canon, Sony, and vintage 35mm cameras—basically any camera that uses split ring connectors.
A Fujifilm X half diptych, which has nothing to do with this post.
I had previously told you to expect an announcement today, but it has been delayed by one day. It will now be tomorrow. Sorry about that. Check back tomorrow, as I’m really excited about this, and cannot wait to share it!
On Thursday in the early morning hours, Fujifilm announced the brand-new X-E5. I’ve been traveling in an RV up the east side of America, and just got home late last night. Preferably, I would have posted something about it on announcement day, but aside from being on the road, it was also my wife’s birthday. Because of that, I’m just now getting this typed out—I’m pretty much the last to the Fujifilm X-E5 party.
This upcoming Tuesday and Wednesday I will be at the B&H BILD Expo in New York City. A few weeks back Fujifilm invited me to be a part of their booth—specifically, to help with a “Film Simulation Station” (without any details of what that would be)—which, of course, I am honored to be a part of. Fast forward to a few days ago, just before the announcement of the X-E5, I had a conference call (while in the RV stopped in the middle of nowhere in Pennsylvania) that explained what my specific role was going to be: Fujifilm will have X-E5 cameras to touch-and-try, and I’m there to talk about Film Simulation Recipes with anyone who wants to. It’s going to be a great time, so I hope some of you can stop by. It was on that call that I first learned the camera not only has the ability to save three Recipes in the Film Simulation Dial, but that Fujifilm is using the term “Recipe” in the camera and manual.
Back in early 2017 (before I had even started Fuji X Weekly), I published two Film Simulation Recipes on a blog that I used to have prior to this one. When I showed my wife, she thought the term “Recipe” was a bit cringe, but I liked it, so I continued to use it, including when I launched Fuji X Weekly in August of 2017. Mostly by word of mouth, this website grew and grew (10 million page views two years in a row, and still growing), largely because people had an interest in my JPEG Recipes for Fujifilm cameras. Even though Fuji X Weekly began as a Fujifilm X100F journal, very quickly it became most known for Film Simulation Recipes.
In the summer of 2020, I received a message from a talented cinematographer, who had a funny conversation with Fujifilm North America that he wanted to share with me. They had loaned him an X100V for a few weeks; when he returned it, they asked for his feedback. He told them, “I really like shooting with Portra 400 and Tri-X.” They replied, “What do you mean? It’s a digital camera.” He was very surprised that Fujifilm had no idea about Fuji X Weekly, so he informed them.
Shortly after this, Fujifilm North America reached out to me. They were more curious about what I was doing than anything else. They wanted to know what a Recipe is. It was a very positive phone call, and I was thrilled to talk with someone at Fujifilm for the first time. A few emails went back-and-forth, and I was asked to write an article for them. Excitedly, I got it typed out and over to them quickly. They said it was great, and they would forward it up the chain. When it came back down, I was told that they liked my article, but they had to reject it because I had used competing brand names (like Kodak, Portra, Ilford, etc.). There wasn’t much communication after that, except that they wanted to use one of my pictures in an article. In December, Fujifilm sent me a coffee mug for Christmas.
A year later I was invited to be a guest on a Fujifilm tech webinar (did you know that Fujifilm does regular webinars?). The tech team is great. They’re all very knowledgable and helpful, and otherwise good people. They are big fans of Film Simulation Recipes, too. I enjoyed that experience. It was my last interaction with the brand until January of 2024, when Fujifilm North America called out of the blue, stating that they’d like to start working with me.
Dumbo Crowd – Brooklyn, New York City, NY – Fujifilm X-T50 – Reala Ace Recipe
Last year was epic. Fujifilm invited me to be a part of various things, including a release event for the X-T50 and GFX100S II, a creator retreat, and their annual Create With Us event. I traveled across the country from coast-to-coast, leading photowalks. Incredible! It was such an honor. I will always remember 2024 fondly.
During that time I noticed Fujifilm began to use the term “Recipe” occasionally on their website and social media accounts. A certain X-Photographer noted to me that after years of promoting Recipes with pretty much zero interest or help from Fujifilm, suddenly Recipes were “the thing” within the company. Now, in 2025, “Recipe” is an official Fujifilm feature, and the term is found within the camera menu.
Nikon beat Fujifilm to the punch when they began using the term Recipe a year ago for their JPEG settings. I’m not sure if it will catch on within that community or not (it will be interesting to see), but it is noteworthy that they are trying to capitalize on it. This whole Recipe concept—whether by name or not—is certainly growing and spreading across photography. I think we will see it more and more in the coming years.
I didn’t invent the word “recipe” and I certainly wasn’t the first to use it within the photo world. Apparently, user-created Capture One presets have been called recipes for some time now (I became aware of this last year, I had no idea). Specific darkroom chemicals and development times have been called recipes for many decades. I discovered that a couple people had used the word when describing their Fujifilm JPEG settings before I ever published my first Film Simulation Recipe. I’m not sure if I coined the term Recipe for JPEG camera setting combinations (I might have, but it doesn’t matter if I did or didn’t). What is certain is that if not for this website and the wonderful community that formed around using Recipes (which is the best community in all of photography, IMHO), the word would not be found in the Fujifilm X-E5 today (and it probably wouldn’t be used by Nikon, either). I’m still in disbelief at where we’re at today, I never imagined it would go this far. Some people will read that and think I’m bragging and taking too much credit, but believe me that I’m writing this in all humbleness.
I won’t get to see the Fujifilm X-E5 until Tuesday morning, about two hours before the BILD Expo doors open. Fujifilm tried to get me a loaner camera a little earlier, but due to travel, it just didn’t work out (it’s not their fault—they really did try). Right now I know as much about the X-E5 as the next person (maybe less), so I don’t have any real insights. I’m going to spend this weekend learning more so that I don’t sound completely ignorant at BILD. Once I’ve had a chance to touch it, and maybe even capture a couple of pictures (hopefully I’ll get an opportunity to do that), I’ll be able to speak more about it, so look for a more thorough article in a couple weeks.
What I can say is that the Fujifilm X-E5 is basically an interchangeable-lens X100VI. It’s not exactly that, but it’s as close as you’re going to get. There are advantages and disadvantages to both. The X100VI has an optical viewfinder, shutter/ISO combo dial, leaf shutter, flash, built-in ND-filter, and can be weather-sealed; the X-E5 has a Film Dial, selfie-capable LCD, and you can change lenses. Otherwise, the two cameras are a lot alike. For those that have asked for an interchangeable-lens X100VI, here it is! You are unlikely to get closer to that wish than this camera.
White Bridge across Pond – Charleston, SC – Fujifilm X-E4 – Pacific Blues Recipe
As a more premium iteration of the X-E line, it obviously has seen a price increase. Add to that inflation and tariffs, and you get a $1,700 price tag. That seems like a lot of money (because it is), but remember 1) every major camera maker has indicated that they will be raising their prices soon (Fujifilm is just the first, beginning with the X half and X-E5), and 2) cameras used to be a lot more expensive—for example, the Canon A-1 was $625 in 1978, which is over $3,000 when adjusted for inflation; the Pentax K-5 was $1,750 in 2010, which is nearly $2,600 in today’s money. The X-E1 was $1,000 in 2012, which is $1,400 today when accounting for inflation—add tariffs on top of that, and it’s the same cost as the X-E5. So maybe the price isn’t so unreasonable after all. People will say, “But I can get an X-T5 for the same money!” Or, “For just a few hundred dollars more, I can get [insert camera name here]!” That’s true, for now. Either the prices of those models will increase shortly, or something will happen with the tariffs, and Fujifilm will be able to reduce the price of the X-E5 to what it was intended to be. Those who wanted 40mp and IBIS and the camera to be more premium but didn’t want the cost to go up were not being realistic. Even the X-E4, when accounting for inflation would be over $1,000 today.
The final thing I’ll say about the Fujifilm X-E5 is that, with C1-C7, plus the “bonus 8th Recipe” that you can program into the IQ Menu, plus the three Recipe slots on the Film Dial, it’s possible to have up to 11 Film Simulation Recipes loaded into the camera at any given time. You can only name seven of them, so you’ll have to remember what the other four are. If you use one or both of my “universal” Recipes (here and here), that adds even more flexibility. Awesome! We’ll see if Fujifilm brings that functionality to the X-T50 and X-M5 via a firmware update—I hope they do.
If you are in New York City on Tuesday and Wednesday, be sure to stop by the Fujifilm booth and touch-and-try the X-E5. I’d love to chat Recipes with you, so be sure to look for me. If you are in Colorado Springs on June 28th, I’ll be leading a photowalk with Mike’s Camera (click here for the details and to register); while I won’t have an X-E5 with me, I’d still love to chat with you about it, or any other Fujifilm or photography related topics. I hope to see you soon!
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Fujifilm X-E5 in black: B&H, Nuzira Fujifilm X-E5 in silver: B&H, Nuzira
