Fujifilm X Lab 10 GFX100S: Nostalgic Negative, American New Color, Settings, and More

Fujifilm released X-Lab 10 about creating the Fujifilm GFX100S (Part 1 Here) and it goes into some detail about how they have made the GFX more compact. The video is in Japanese as usual with no subtitles so YouTubes auto subs and auto-translate are the only way for Engish speakers to access the information they are relaying. Below is a summary of that translation process.

  • Image quality is not just about resolution, but also about color reproduction, gradation reproduction, and dynamic range
  • Have wanted a nostalgic film simulation for 3 years now
  • They wanted to develop nostalgic negative for X-Pro3 but it needed the large GFX sensor because APS-C couldn’t produce the needed colors
  • Nostalgic negative is based on American New Color from the 1970’s
  • Matching the color of classic color photobooks of the 1970’s is hard because republications change the colors some so the classic look can be hard to get today since many factors change the look of color on the page including the technology used for printing at the time and the individual photographers’ style
  • There are two points they focus on 1 the dark parts, point 2 the amber parts of the image that are tied to white balance which can also be cool and works with auto white balance
  • Film simulations are often misunderstood even in promotions
  • Film simulation is designed to improve image quality, but white balance and ISO can impact the simulation
  • Film simulation is about image quality and shouldn’t be considered a color effect
  • Nostalgic negative is tuned for the best allrounder settings, but if you want to tweak it to get that classic American New Color look from the 70’s there are some adjustments you should make
    White Balance: R:+2/B:-3
    Tone Curve: Shadow -2
    Color: -2

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