Trying out the mirrorless camera in Pico de Loro

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The high-quality photo taken by Fujifilm’s latest mirrorless camera, the X-T10

The high-quality photo taken by Fujifilm’s latest mirrorless camera, the X-T10

In the world of professional photography, a DSLR (digital single-lens reflex) camera is the preferred tool of both amateur and seasoned photographers. But these days, there is a product that is quickly changing the way they see DSLRs. It is called the mirrorless interchangeable-lens camera, or simply a mirrorless camera.

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In essence, a mirrorless camera is the compact and lighter version of DSLR that disposes the “mirror” inside the body of a DSLR, thus its name. Connected to the optical viewfinder, this mirror is responsible for showing a photographer his image. However, upon pressing the shutter button, the mirror needs to flip up so that light can reach the image sensor and capture the image. This mirror-viewfinder system takes up most of the space inside a DSLR body making it heavy and bulky.

Here is where the genius of a mirrorless camera comes in. Without the presence of a reflex mirror and optical viewfinder duo, the light goes straight to the camera’s image sensor, and pronto, a lensman gets his photo.

The first mirrorless camera was introduced by Epson as early as 2004 but it was only in 2010 that the technology spiked as giants like Sony, Olympus, Panasonic and Canon began producing their own versions.

Fujifilm Philippines officials (from left) Takuya Maeda, division head, Nelson Perez, division manager, Marie Dela Cruz, marketing leader and Takashi Sasaki, president, with Keitaro So (right), regional marketing manager, Fujifilm Asia Pacific

Fujifilm Philippines officials (from left) Takuya Maeda, division head, Nelson Perez, division manager, Marie Dela Cruz, marketing leader and Takashi Sasaki, president, with Keitaro So (right), regional marketing manager, Fujifilm Asia Pacific

Today, one of the leading mirrorless camera brands is Fujifilm. Although considered a late bloomer in the industry, having launched its first mirrorless camera only in 2012, the Japanese imaging company now has its X Series that specializes in the segment. In 2014, it offered its flagship X-T1 that has been raved about as the best mirrorless camera to date by many tech magazines and online sites.

This year, Fujifilm continues its thrust in providing the best mirrorless cameras in the global market by offering an affordable alternative to X-T1—the X-T10.

In June, Fujifilm Philippines launched the X-T10 in the country by inviting photographers and members of the press, as well as nationwide camera dealers and partners to Pico de Loro Beach and Country in Hamilo Coast, Batangas.

Game changer
“When we launched our X-T1 in 2014, it became a game changer [in the professional camera industry]. Photographers were encouraged to change from something old to something new,” enthused Fujifilm Philippines Inc. president Takashi Sasaki at the launch.

Keitaro So, regional marketing manager, Fujifilm Asia Pacific., presented the many reasons why the X-T1 became a game-changer for the company.

First on his list is the camera’s lens quality. He noted that Fujifilm is a leader in lenses as it began producing them 70 years ago. Moreover, its range of lenses is not only used for photography but also for other industries like medicine, astronomy, and filmmaking.

Fujifilm continues its thrust in providing the best mirrorless cameras in the global market by offering an affordable alternative to X-T1—the X-T10

Fujifilm continues its thrust in providing the best mirrorless cameras in the global market by offering an affordable alternative to X-T1—the X-T10

Next is the X-T1’s capability to capture the richest of colors in different variations through the “Film Simulation” feature. According to Soh, this feature is inspired by the color reproduction technology of the photographic film era. After all, Fujifilm was established in 1934 as Japan’s first producer of photographic films.

Finally, the executive said that just like all of Fujifilm’s X cameras, the X-T1 can be updated the moment the company releases a new firmware—this is similar to the operating system of smartphones that get updated regularly.

“The oldest X Series model has been updated 14 times already. This allows our mirrorless cameras to always be ‘new’,” Soh enthused.

“With X-T1, people started looking at us seriously once again,” he said adding that the camera was even chosen as the best camera by a leading tech magazine in Japan.

Travel companion
After creating a flagship product as good as the last X-T1, Fujifilm then had to ask: “What comes next?” Their answer is the X-T10.

Dubbed by the company as the “ultimate travel companion,” the X-T10 boasts of an outstanding image quality, an AF system, an electronic Real Time Viewfinder combined with a compact and lightweight body.

The X-T10 also has a built in Wi-Fi feature that enables travel photographers easy wireless transfers to any smartphone or tablet devices, and share vibrant photos on their social networks while on the go. All users need to do is download the free Fujifilm Camera Remote that allows easy transfer from camera to other device.

“We want people to enjoy their cameras again by actually using them. This is why we associated our new product with travel,” shared top exec Sasaki.

To encourage travelers to choose the X-T10 in their next adventure, Fujifilm further partnered with GetGo, the rewards program of Cebu Pacific. Present at the Hamilo Coast to talk about the exciting partnership was GetGo Marketing Director Allan Florendo. According to him, all buyers of X-T10 until September 15 will receive a GetGo card pre-loaded with 5,000 points—enough to get them roundtrip tickets to domestic destinations.

More specs
The Fujifilm X-T10 is packed with more outstanding features that will surely delight professional photographers or even those who just really love to take photos.

It comes with the latest 16.3 megapixel X-Trans™ CMOS II sensor combined with the EXR Processor II for outstanding resolution and low noise; a new AF system with 49-point Single Point mode for high speed and precision focusing, as well as the new Zone and Wide/Tracking modes; a real time electronic viewfinder with a magnification of 0.62x and a display lag time of just 0.005 second; the capability to shoot full HD movies using 60fps, 50fps, 30fps, 25fps and 24fps frame rates; and a compact and lightweight body that bears all the hallmarks of an X Series camera like the top plate with three dials and built-in flash.

Of course, the camera also carries the favorites of Fujifilm users. These are the Film Simulation options that include color reversal film effects (Velvia, Provia, Astia), professional color negative film (Pro Neg.Std, Pro Neg.Hi), monochrome filters (Monochrome, Ye filter, R filter and G filter) and Sepia. The latest addition is the Classic Chrome mode for muted tones and deep colors.

Finally, users can enjoy Fujifilm’s X-mount lenses. The current line-up of 18 lenses ranges from ultra wide-angle to telephoto, including five fast aperture prime lenses.

Photographers shifting
Also invited to the launch were the brand’s X Photographers who serve as ambassadors of the mirrorless cameras, as well as other X-Series patrons.

Below, they share their experiences with the mirrorless camera.

Rommel Bundalian, X-Photographer: “I’ve been a DSLR user for 12 years, but I’ve been free from it for three years already. I haven’t had back pains [from carrying heavy equipment]even if after climbing Mt. Pulag and Mt. Everest.”

Jay Contreras, Kamikazee vocalist: “I sold all my DSLR cameras: two bodies and three lenses after I started using Fujifilm in 2014.”

Michael Eijansantos, board sports enthusiast: “As the first board sports photographer to use a Fujifilm, I am challenged to prove that a mirrorless camera can also take the same quality photos like those from DSLR.”

Some of the photos taken at Pico de Loro the paradise. included beautiful landscapes, as well as colorful close-ups of the surrounding.

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