Fujifilm China Photography Ad Featuring The GFX100 Demonstrates Why We Love Photography – Maybe You Forgot, But The Photos Are Still There


There is a comic strip ad circulating around weibo featuring the Fujifilm GFX100 that is making many Chinese photography fans cry. It is the story of a father and his son and the importance that photography played their life together. Above you can see some of the text translated that relays the overall meaning of the advertisement.

Project Real (What Fujifilm calls the GFX100) perfectly echos the overall sentiment of the comic strip ad and it has even been recognized by Fujifilm China on some of the weibo posts out there so these strips have reached pretty far in China. Which is why I figured I might as well bring them to the English speaking world since you can largely get the meaning without translation.

I actually got back into high-end photography in a big way over a decade ago to capture photos of my children because I didn’t want to be a parent that only or largely had nothing but cellphone photos of their children that would already look dated today. I tried to get back into high-end video around the same time but decided it wasn’t for me and the whole experience really solidified my love of photography.

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