Fujifilm GFX 100S is The Most Accessibly Performant DMF Camera on the Planet

#GFX100S

Now that I've had it in hand, I can confirm that Fujifilm just crushed it - but that doesn't mean I don't have nits to pick, nor that it doesn't have serious competition -- because I do; and it does. Still: GET READY TO BE AWED!

All BTS photography and videography by Claudia Brownstone (on Instagram @claudiabrownstone)



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FULL EDIT SUITE

[waveland]

I never hear GFX reviewers mention the aspect ratio of the sensors. And though one can approximate any ratio on any sensor, I so often find the in-built 4:3 frame, a compositional breath of fresh air—open, yet concise. That’s what keeps me coming back to the GFX, combined with the near limitless detail available in the colossal sized prints I love to create. Prints you can press your nose to, as they envelope your peripheral vision, and still no pixels in view. True presence to the moment. What a wonder.

[maxwellwellmax]

That Fuji made quite an impression on your Hair I see.

[CamsCampbell]

Beer budget, champagne taste. I love that turn of phrase. Honestly, I'm not terribly interested in this camera but I could listen to your talking all day, and your image quality is a delight to behold. Keep hitting record!

[mekosmowski]

Thank you. I plan for a used GFX-100s to be my next system purchase. When I first saw the GFX system images, I fell in love. I have an idea what I would do with it, but you remind me - can I do it with what I already have? I need to try.

[bartromanowski]

My D850 is such a fantastic camera it's literally capable of everything. Including blocking all of my gear acquisition syndrome. Everytime I consider getting the 100s I just shoot the D850 twice and the GAS goes away.

[timfurlongjr.]

Listening/Watching while I edit an amazing set of images on this late, drizzly Tuesday morning.

[jeffgrischow]

Gorgeous images and another thoughtful, informative and fun review! I especially love your images of Lancaster County - my mother is Amish and you capture that rural setting beautifully. Thanks again Hugh!

[josh]

Professional commercial, architecture (though they need a wide zoom in the 18-20mm-35-40mm range) reproduction, and mid to high end fine art photography where you sell limited edition prints in galleries are the markets the GFX 100 and 100S are mainly aimed at. Not snappers, ect.

I think Fuji's hope is that photographers will consider a GFX 100s system instead of the high MP FF for the work described above. For anything you dont' need longer than 300mm or super fast AF or AF tracking for or anything in a studio (all of which the majority of commercial work fits nicely in), a GFX 100/100S is the better choice due the larger sensor, better bit depth, and higher mp which adds a huge amount of versatility. And at $6K a 100S is basically the same price as flagship pro DSLRs and less than an A1. The lenses aren't really that much more either in the grand scheme of things given there superior optical performance. So a large number of pro photographers in the middle to upper end of the commercial market can afford to run a GFX 100S kit. Many can afford a GFX 100 too. Anyone who would be on a Phase One or Hasselblad MF system but for price and/or the terrible AF and handling will be very interested in a GFX 100 or 100S based system. As will be many who bought a 5DS/D850 instead of the 1DX/D6 type body due to the resolution not the price.

[ralfpassing]

The pixels on my Nikon D850 are enough; I bought the futureproof 100S because of the unmatched tonality.

[geraldfitzgut]

Hi, just came across this much earlier video on the GFX100s, really enjoyed it. What EVF were you using? I didn’t think that the EVF-TL1 was compatible with the 100s…

[stephenscharf]

Nice and comprehensive video, Hugh, and loved the shots from PA. Just to add some additional context and counterpoint: 1) I see the GFX100S as clearly the most compelling value proposition in the MF segment that is the "other half" of Fujifilm's Blue Ocean strategy, given they've become the predominant market incumbent in their first blue ocean, the mirrorless APS-C segment. So, they've executed on those two strategic goals very effectively. 2) Lots of folks make comparisons to the market offerings in the red ocean of high-res FF market segment, but honestly, I don't see those FF customers as potential customer for Fuji's MF offerings. The main reason being that those FF owners have already bought into their respective lens systems, and as Thom Hogan accurately says, _"...the bodies come and go, but the lenses stay."_ Rather, I see the Fuji MF as compelling for hard-core professional *commercial* photographers who really need what MF can really give them. Not just resolution, but superb control over a broader and finer range of tonality as well as finer control over a range of DOF. As Ming Thein says, "that Medium Format look". Photographers e.g.. Wayne Johns, Karl Taylor, Damien Lovegrove, Kevin Mullins, or Thomas Heaton. Movie production, high-end composite or "art" photographers, e.g., Renee Robyn or Steve Richard. Industry fashion or product photographers whose shots of fashion garments or luxury items are going be displayed 6 feet tall in the Duty Free areas of international airports, or, architects that need MF not only for their clients, but also...to enter their work into *Architectural Design Competitions.* Those guys need everything MF can give them. So, I see Product and Architectural photographers like Rob Grimm, Jeff Totaro, or Tony Roslund as potential customers, also. Cheers!

[johnwheat]

Hugh, thanks so much for this! Another great video, and on what appears to be a great camera. As a caveat, I do not own a 100S, but from studying quite a few of the full res RAWs you can download from various photographers, it also seems to me that there is an aspect to its image quality that actually under-appreciated in the reviews (if that’s even possible on such a hyped camera). The IQ aspect is this: the absolutely gorgeous and realistic color reproduction and tonal range. To me, the representation of subtle tonal transitions in both light and dark areas of many photos is just jaw dropping. No exaggeration. So, one area where I disagree with most reviewers is on the statements that 100MP is “only” getting us a bunch of detail that most people don’t need. To my eye, those 100MP also seem to be giving us color, tonal subtly and dynamic range that is at least close to the best you can get anywhere. Would you agree? Or, am I off-base here? Thanks again. Keeping pumping these puppies out. All the best, John W

[Mowikan]

I tested the cam in my studio(as I mentioned earlier) for portraits. The camera works really well in the studio with the tilting screen. What I am missing in your review is the dimensions of the sensor. I don’t like the 3:2 dimensions for portraits. I crop all most every picture square like my old Hasselblad(I really mis that format and quality ) of just leave it in 3:4. This where the camera for me stands out. The image quality superb. What I really hope that fuji would change in the camera: if you change it to 1:1 you can’t shoot raw. I wish and hope that they find a way to have a raw reading of the sensor in 1:1. Saves a lot of cropping and disk space and so time and money in post. Thx for the review again! Keep up the good work!

[kaczynski]

I want to care about gear, I really do. But increasingly, looking at photographic gear is like looking at sports cars I'll never buy, and wouldn't make me a better driver if I did.

[saucelove]

Great video! TY! I own the GFX 50R and it’s absolutely incredible! I now own the 110mm fujiflim lens. It’s hard to nail ever shot. So I use a monopod. Nothing matches medium format!

[finkster]

Wonderful session which I enjoyed very much! Quick question. Is the EVF-TL1 compatible with the 100s? I can only find specs relating to the GFX100. A bit of uncertainty until I saw you using it here. Just want to verify that. Thanks in advance!!

[andrewchisholm]

Another camera to add to my when I win the lotto list.
Mind you I upgraded from the 7100 to the Z5 in November last year and it has just blown me away with how good it is and with the 50 1.8 lens it is just FECKIN WOW. Hell I even bought a 7 artisans 35mm 0.95 manual lens, which is a bit weird as i am going blind but using a manual lens, and it is just such a dreamy lens. Might look into the 7 Artisan Leica lenses and see what they are like, bet they are way cheaper than a Leica lens

[stephenberger]

I've owned D850's, currently own an A7RIV and A1(for wildlife) an SL2-s and am on the verge of obtaining an SL2 but when I see images (good images from good photographers) made with the 100s and GF glass they stir something in me... almost to the point of tears.

[Master-Grammar]

The music for the GFX 100s Lightroom waiting time was fantastic, I actually hoped it would take a long time. Nice tune 😁...the differences between the two were interesting. I had seen the GFX 100s at one of the Fujifilm flagship stores in Istanbul (yes, Fujifilm has real stores, one of their own and one of many here in Turkey). When I saw the image quality at the store, I was smitten, to say the least. Being an XT 4 owner with a small lens collection already built up, the xf 16-80, xf70-300, xf50-140, xf23mmf2, xf18mmf1.4, and the xf50mmf1.0, I quickly became interested in the 100s. The best resolution I am able to attain is with the XT4 + the XF 50mmF1.0 pairing, both of which have produced good pictures, but nothing on the scale of what I had seen on the 100s. And to be honest, I enjoy the art of photography for myself, I don't publish my photos; the madness is simply for myself. But for me, there has been this personal obsession with the minute nitty gritty details. I would give the 100s some choice adjective to provide a new and alternate description DMD, id est: discrete microscopic detail.

[franklyrichard]

If you produced a photobook with just rural scapes of Lancaster, I’d buy it! Rich tones and soothing compositions. Love my GFX 100S! A big reason I bought it!