Hugh Brownstone: Fujifilm GFX50R and Fujifilm GFX100S Interview With Justin Stailey Senior Manager for Product Development

Hugh Brownstone interviewed Justin Stailey Senior Manager for Product Development, FujiFilm North America. It’s a very long interview that could have been done in half the time so below is a summary of his interview about the Fujifilm GFX50R and Fujifilm GFX100S and above you can watch the interview if you want to grab a beer with them and watch.


  • Focused on X series for small lightweight fast cameras and GFX for when you need more resolution
  • The Fujifilm GFX50R is an overgrown Fujifilm X-E3
  • f/2.8 on the GFX is nothing like full frame f/2.8
  • Pixel pitch is equivalent to roughly a 24mp camera (GFX 5.3 µm, 24MP Full Frame is about 5.9 µm and 24MP APS-C is about 3.9 µm)
  • The size, shapes, sensitivity of the pixels on the GFX give it a very unique look
  • The lens, sensor, and processor all make the look

Color Science

  • Fujifilm uses color science to balance this out
  • Fujifilm is basically the only company tied to film still making cameras
  • The original creator of Velvia is working on simulations
  • Colorimetric Color is what everyone does and it has to do with this color is this RGB value
  • Memory Color is based on what our eye sees and how everyone can see things slightly differently
  • Velvia was designed to present color the way your brain remembered it looking
  • Accuracy and precision are important from an engineering background – one is conformity to the truth and the other is repeatability
  • Photographers focus on light/composition/moment
  • Capture One 11.3 is completely out of Fujifilm’s hands and only Capture One can answer if things are supported

Fujifilm GFX100S

  • The Fujifilm GFX100S was a developmental announcement
  • 100MP sensor
  • IBIS was necessary due to the large sensor with a tighter pixel pitch
  • Not the same body as the GFX50S (why don’t people know this)
  • The first picture from the GFX100S was shown at Photokina
  • Phase Detect AF full sensor
  • 4k30p full sensor with no pixel binning
  • Price under $10,000
  • The first half of next year


  • Three new lenses coming for the Fujifilm GFX
  • around 70-200mm equivalent
  • around 45-100mm equivalent
  • around 45mm equivalent


  • Lots of sizes of film are considered medium format and 120 only became a standard in the end.
  • We have only gotten close to 120 sized sensor backs in recent years
  • He doesn’t like how Photokina is changing
  • Just because X-T3 came out you don’t need an X-T2, but the X-T3 is a faster camera for sports etc…
  • There is a magnum photographer shooting war zones with an iPhone
  • Even with phase detection, the GFX won’t be as fast as APS-C because there is lots of glass moving and the depth of field is narrower
  • Traditional medium format up until now basically took a full frame AF system and dropped it in a medium format camera
  • Some dealers are reporting that mirrorless camera sales are over 50% of their market (Specifically he’s referring to Austin Texas)
  • Young people understand that mirrorless is the future

Fujifilm GFX News, Rumors, and Collaboration
Fujifilm GFX Owners Group
Fujifilm GFX Page

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Pre-Order GFX50R: B&H Photo / Adorama / Amazon
Fujifilm GFX 50S: B&H Photo / Amazon / Adorama

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