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Inside Fujifilm: How the 100MP GFX100RF Medium Format Camera is Made

PetaPixel’s Chris Niccolls traveled to Japan to follow the creation of the Fujifilm GFX100RF from start to finish—moving from Fujifilm’s design studio to the assembly line at the Fujifilm X-Factory near Sendai, and finally into the field around Sendai and the coast of Matsushima. Rather than focusing solely on spec sheets, the feature explores how industrial designers, optical engineers, and factory technicians collaborated to pack a 100-megapixel medium format sensor and integrated 35mm f/4 leaf-shutter lens into a compact, rangefinder-style body.

Timestamped Video Breakdown

• 0:00 – Intro: Chris Niccolls sets up the premise of the trip. Camera reviewers typically judge a finished product strictly by what it can do for the photographer, rarely stopping to consider the engineering, precision, and human craftsmanship required to bring the hardware to life.
• 2:06 – Interview with Camera Designers: A sit-down with Masazumi Imai (Product Strategy Leader) and Takeo Hyodo (Lead Designer on the GFX100RF project) examining the philosophy, physical controls, and cross-departmental challenges behind the camera.
• 17:27 – Camera Factory (Fujifilm X-Factory): A behind-the-scenes tour of the production line near Sendai, showcasing the mix of automated robotic tolerances and intricate hand assembly—including the PetaPixel crew attempting to apply the GFX100RF’s sticky leatherette panels themselves.
• 20:00 – Shooting Photos: Real-world street and landscape testing in Sendai and coastal Matsushima, highlighting the camera’s aspect-ratio dial, cropping power, and raw dynamic range.
• 23:40 – The Wrap: Final reflections on how understanding the design intent and manufacturing precision changes the experience of shooting with the GFX100RF in the field.

Design Studio: Masazumi Imai & Takeo Hyodo on the GFX100RF Philosophy

In the design segment, Product Strategy Leader Masazumi Imai and Lead Designer Takeo Hyodo break down what it took to build the first integrated-lens digital camera in the GFX system:

• Cross-Departmental Collaboration: The design team worked alongside Fujifilm’s engineering and marketing divisions to achieve a compact form factor without sacrificing medium format performance or build quality.
• Artistic Form Meets Technical Function: Imai emphasized the “magic” of creating an object that is simultaneously artistically ideal and technologically functional. Both designers noted their goal was to create a camera that immediately makes photographers want to pick it up off the shelf and hold it, while remaining a joy to operate day after day as a treasured tool.
• Machined Dials and Surface Challenges: Crafting the exterior surfaces, tactile dials, and tight tolerances presented major industrial design hurdles, requiring a balance between premium refinement and practical ergonomics for everyday carry.

Inside the Sendai X-Factory: Robotics and Hand Assembly

Moving from the design studio to the Fujifilm X-Factory near Sendai, the video documents the live production line of the GFX100RF from raw sub-assemblies through final packaging for global shipment:

• Robotic Measurement Meets Hand Craftsmanship: Every screw is torqued to exact specifications and every internal wire is soldered by hand, pairing advanced robotic optical/sensor alignment and automated precision testing with delicate manual assembly.
• The Leatherette Challenge: To demonstrate how much manual dexterity the line workers possess, factory staff let the PetaPixel team try applying the adhesive leatherette grip panels to a fresh GFX100RF chassis off the line. Adjusting and seating the ultra-sticky panels within microscopic tolerances proved difficult for the visitors, underscoring the skill of the X-Factory technicians.

In the Field: Shooting Sendai and Matsushima

For the final leg of the journey, Niccolls took the completed GFX100RF out into the streets of Sendai and along the scenic coastline of Matsushima to test whether the designers’ intentions translated to real-world shooting:

• In-Camera Cropping & Aspect Ratios: Initially skeptical of relying on digital crops from a fixed wide-angle prime, Niccolls found that the 100MP medium format sensor and sharp integrated lens easily resolved enough detail to handle tight crops and alternate framing.
• Panoramic Framing & Dynamic Range: Using the dedicated aspect-ratio controls, he highlighted how well the panoramic modes framed Matsushima’s famous red coastal bridges, while the 100MP RAW files offered massive latitude for pushing shadows and pulling highlights in post-processing.
• Design-Informed Handling: Seeing the ergonomics and dial layout conceptualized in the studio made the physical controls feel intuitive in practice, connecting the factory craftsmanship directly to the shooting experience.

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