Why Fuji ?

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I know what you are thinking, a Fujifilm UK Ambassador talking about Fuji but you need to take the time to get to know me before you make that judgement and also understand the way I have been brought up to know that I would not support a brand that I didn’t 100% believe in.

My star sign is Libra, so I naturally take my time to make a balanced decision on my purchases most of the time and don’t jump from one brand to the other.


I am 54 years old next year so come from a generation that did not throw things away and wanted purchases to last forever and give value for money. I saved up for two years to buy my very first self funded camera and that was a Nikon Fm2. The research time that went into that purchase was probably about three months before the saving started. I ended up with a pair of Nikon Fm2s and I still have one to this day. So my brand choices are based on a lot more than you think. After that initial purchase I was then with Nikon for over 40 years. My purchasing decisions on any item are based on quality and longevity.



You’d be surprised to hear then that contrary to everything I know, I have recently made an error in my recent purchase of mobile phone moving away from Apple to Samsung and it’s got to be the worst move I have ever made! A recent comment on Facebook when I mentioned this was “but you need to take the time to go into all the settings and change it to exactly how you want it and at least with Android you can do that”.  Great comment but when I buy a front door for example, I want to go out and come back in, I want it to open and shut without having to spend hours adjusting it! Lets say I am struggling with this Samsung front door!  One thing Apple have got right is that they make a premium product that just works. Why did I change my phone ? I changed because my iphone 6 got slower and slower with every ios upgrade. Thinking that the answer was to purchase a new phone, an  iphone 7, I discovered that there was no 64 gig, I would have had to spend more money to get 128gig  and that annoyed me so I was persuaded by the sales assistant to try the Samsung S7. The S7 is fast, has a good camera and has a few good functions but the apps that I use most and the way my email works just aren’t working for me on the S7.  Hence  I will be moving back to an iphone as soon as possible and losing a lot of money in the process. Note to self, do my own research and make an informed decision, don’t change a formula that to date has served me well.


I rarely make many rash, mood driven decisions like that they are normally well thought out over a period of time. The decision to change from Nikon to Fujifilm I have shared before but for those who don’t know this is my Fuji story.

I was getting fed up with the size of the DSLR system and also the massive price increases every year, I was shooting mostly with a pair of Nikon D3s bodies and a full selection of pro glass. These things are not small and to hold one in your hand all day takes it’s toll on your fingers and shoulders. I was hoping Nikon would eventually make something more suitable but as time went on I realised this would  not happen. My research started and I looked around for an alternative,  a new brand that would work for me and the way I shoot or a brand I could adapt myself to.

This was not easy, I am old school and to me Sony and Samsung just meant Music Systems and not quality photography equipment. I looked at the Sony NEX one of the first ever models and it was getting great reviews for the camera and sensor but the lenses were not receiving the same feedback. I used to shoot lot’s of Stock back then and had to use cameras that were on the recommended list, the Sony was not on the list. I did notice a X100 on the list but the reviews were not putting the X100 in a good light. I continued to do my research for about four months after the X100 was released. I was back and forth with Olympus, Panasonic, Fujifilm and all the time had my fingers crossed that Nikon would bring out a decent Mirrorless Camera.


In the end I found an X100 on ebay, it was going at a reasonable price and so I purchased it. I was blown away by the image quality and the way you could produce such amazing black and white images in only a few minutes in Lightroom. I then realised the reviews and reports on this camera were all written by people that had not really given this camera a chance. It was not the fastest camera in the world, it was no match for the Nikon D3s but it did stop me in my tracks and make me slow down and think. I did have an X10 about this time but this did not work for me, another ebay purchase but I was unlucky enough to get one with the orb problem so sold it on.

My Fujifilm Journey had really started and it was with the X100. Change came and the images I was shooting with the X100 were getting noticed more and more on Social Media and also through my projects more so than all my other work. It really is all about the image, it always has been and for some reason the X100 was forcing me to slow down and see the world in a different way that I can’t quite put my finger on, thinking  outside the box and producing more interesting work. I guess shooting Street as well it was such a small form factor camera that no one noticed it and this was a big bonus. I remember going out for two days in a row one with the D3s and one with the X100 and no one even looked at me with the X100, this was the breakthrough moment.

My Nikon gear had some faults and was in need of a Service so on a trip to Wales I popped in to Cambrian Photography to drop off all my Nikon Gear to be sent to Nikon for a service. I got talking to Sarah about the X100 and she had the XPro1 in stock which I purchased the with the 18mm and 35mm lenses. I decided that if I could make this camera work for me I would sell all my Nikon gear and change brand.


I was shooting at the Liverpool International Music Festival at the time and took the Xpro1 along to give it a try ! It was slow and not a DSLR, I was shooting with  the Press pack and when I got back home all my images shot on the D3s were the same as the rest of theirs and the only difference was mine were black and white. But the few shots I got on the XPro1 that day had a little more thought go into them. That was it I decided to sell all my Nikon DSLR gear and move over to Fuji Mirrorless !

Selling my Nikon gear also funded a trip to Venice. Not only was it simple for Airport security but I actually found myself enjoying my photography again. The XPro1 was slow to focus and not that easy to get used to, it was almost like going back to film but I was producing better work than I had for a long time. I was falling in love with photography again.

It was through my images that Fujifilm UK started to take an interest in my work and I started to build relationships with some of the Fujifilm Team.


The Fuji X System being so new there was some serious gaps in the X System in terms of Cameras with a decent focus system for Wildlife and Sport and not a very large selection of lenses.

The team in Japan were few in number and had already been shocked by the support of the professional photographers around the world for their product. So much so that they actually listened  to what we had to say. They actually took notes in meetings and made changes to the cameras and lenses based on what we had to say.

I was impressed with the whole way Fujifilm worked with its team and customers and one night came up with the the idea of Fujiholics, one big Fuji family of like minded people that wanted to get together and talk about their love of the Fujifilm Camera Systems.

As time went by I started buying more and more lenses and updating my camera bodies. I was then asked for more feedback by Fujifilm and eventually asked to be an X Ambassador and this was all down to my images and love of the brand. I had made a huge decision to move from Nikon to Fujifilm and also spent a lot of money changing over. I also had to play the waiting game for the X System to catch up with lenses and faster AF bodies.


It takes time for a big company like Fujifilm to notice you and even longer for you to build trust. I was asked to test and produce a set of images with the XPro2 before its launch and for this I would receive an XPro2 which came with my name on it! That was a proud moment for me. As a Fujifilm Ambassador I talk for Fujifilm and use exclusively Fujifilm cameras systems only. I am lucky enough to be able to borrow Fujifilm lenses and Cameras on short time loan and to be able to take their camera systems to events and talks.

Working hard is an understatement at times in this industry, my friends can vouch for that and my Fiancee Jane has got used to the amount of time we communicate by text or phone from hotel rooms.

I would not have it any other way, I love photography and I love my job it is the job I dreamed of as a little boy and Fujifilm have backed me all the way pushing me out of my comfort zone out on to the stages at The Photography Show and the support from the X Photographers has been outstanding these guys have become friends for life.



I do believe the Fujifilm XPro2 and now the X-T2 are both game changing camera systems and the new GF50s is also going to make the MF system more accessible for more pockets. I also love the Fuji Glass and still love to shoot with it and prefer it to my old Nikon pro glass.  I believe Fujifilm offer me the image quality I need to get the job done. It’s a bonus that the Fujifilm Team around the world are an amazing bunch of hard working people who are dedicated to the brand and that all the X Photographers are amazing people too. On top of that the Fujiholics are also a fantastic bunch of people and through the photowalks I have made some friends for life. I cant wait to see what Fujifilm have up their sleeves for the future and just love being part of the family.



Why Fuji? Well it all started with the X100 I wonder where we will go next…….?





13 thoughts on “Why Fuji ?

    Lutz Braum said:
    December 18, 2016 at 12:18 pm

    Great images. And thanks for sharing your journey, very enlightening. I struggle to get my head around the concept of downsizing to 4/3. While the gear is definitely smaller than my Canon DSLR, the cameras are still too big to fit into a pant or jacket pocket, so still require a bag or a strap. So when I size done for trips or street photography, I prefer the Canon G12 because its lens retracts enough that it fits into a jeans pocket, yet it has lots of manual controls and dials that don’t require fiddling with menus, and it has an articulating screen that let’s me shoot from angles I wouldn’t otherwise choose or bother with. Based on those preferences, any recommendations for a 4/3 camera? Thanks in advance!

      matt6t6 responded:
      December 18, 2016 at 1:25 pm

      Hi Luts, The Fujifilm X Series are not 4/3 cameras they are 1.5 crop the same as all the crop Canon and Nikon DSLR bodies. I fit my X70 in my pocket and it also has a tilting Screen. If you are looking for a camera to carry everywhere the Fujifilm X-T10 is perfect for that. It fits in a jacket pocket. The beauty of the X Series is you can use an X-T10 to put in your pocket and the X-T1 as your professional work body and use the lenses on both. I have never been a fan of retractable zoom lenses the quality is just not there for me. I prefer a prime and zoom with my feet.

        Lutz Braum said:
        December 18, 2016 at 2:23 pm

        Thank you, that is very helpful. Will check out the X-T10 next time I’m at my favorite photo store, B&H in New York.

    Mike Hesp said:
    December 18, 2016 at 1:51 pm

    Great article, after reading some of your earlier blogs I changed from Canon DSLR’s to Fuji film X-T1 and never looked back. The Fuji film cameras are great products.

      matt6t6 responded:
      December 18, 2016 at 2:10 pm

      Thanks Mike glad you are enjoying your Fuji.

    Mark Loader said:
    December 18, 2016 at 2:40 pm

    It only seems like yesterday when anyone who waxed lyrical about Fuji was instantly derided for being “on the payroll”…and of course if you were serious about photography you simply MUST use fool frame….things seemed to have quietened down recently! Ahh forums….thank God I left ’em…when so many respected shooters (i.e. folks with work you can SEE) all seem to be in agreement with a product then it’s worth checking out. I did…I too slowed down…and haven’t looked back…love yer work! Cheers from Australia 😉

      matt6t6 responded:
      December 18, 2016 at 9:05 pm

      Cheers Mark, Yes quite true there are quite a few tunes being changed lately.

    Alison Barclay said:
    December 18, 2016 at 5:43 pm

    I took a bunch of flack from colleagues and friends when I decided to trade in my Nikon kit for Fuji, but honestly I’ve really enjoyed it, and I don’t think the quality of images has suffered at all. Add to that the Fujiholics community, which is a really great bonus, and I can see myself staying with Fuji now.

      matt6t6 responded:
      December 18, 2016 at 9:07 pm

      Qulity might have improved even, bet your enjoyment has. Fujiholics has only just been born. Watch this space.

    Pierre Pichot said:
    December 19, 2016 at 7:29 am

    Nice story, thanks for sharing!

    I’ve (partially) switched from a Canon full frame (still used, occasionally) to an X100T and it was a game changer for my photography. Good enough image quality (my Canon still has the edge when pixel peeping, but I don’t really do that anymore), but more important it’s a fun camera to use that fits in a pocket. Which means that I enjoy having this camera with me, all the time, and I managed to get photos I couldn’t have with my Canon rig. In the last 15 months I have this camera, my skills have raised exponentially, because I shoot more often, and even more important, I shoot “better”. Quality vs quantity.

    Now I’m looking for a new interchangeable lens system for travel. X-T2 and X-Pro2 have the edge, but the competition is strong too. I haven’t decided yet, but after this good experience with Fuji gear, I may stay “at home”…

    Why Fuji ? | Fujifilm X Series APS C sensor cam... said:
    December 19, 2016 at 8:23 pm

    […] I know what you are thinking, a Fujifilm UK Ambassador talking about Fuji but you need to take the time to get to know me before you make that judgement and also understand the way I have been brought up to know that I would not support a brand that I didn't 100% believe in.…  […]

    Why Fuji ? | Fuji X Series Experience | Scoop.it said:
    December 22, 2016 at 3:00 pm

    […] I know what you are thinking, a Fujifilm UK Ambassador talking about Fuji but you need to take the time to get to know me before you make that judgement and also understand the way I have been brought up to know that I would not support a brand that I didn't 100% believe in.…  […]

    Why Fuji ? | Fuji X News | Scoop.it said:
    December 22, 2016 at 8:57 pm

    […] I know what you are thinking, a Fujifilm UK Ambassador talking about Fuji but you need to take the time to get to know me before you make that judgement and also understand the way I have been brought up to know that I would not support a brand that I didn't 100% believe in.…  […]

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