A new camera is capturing attention for its ability to simplify photography while encouraging users to shoot more often. This compact device, designed with a focus on everyday usability, prioritizes a film-like aesthetic over digital precision. Developed by Fuji, it features a unique vertical frame that alters how scenes are approached, making photography feel more spontaneous and less constrained.
The camera’s design reflects a commitment to minimalism. As highlighted in a recent video by photographer Friend, the device is not just about capturing images; it invites a shift in shooting habits. The optical viewfinder encourages an “aim and trust” approach, allowing users to rely on instinct rather than meticulous planning. The rear screen serves as a backup for tighter framing, enhancing usability in various shooting scenarios.
One of the standout features is the film selection panel, which mimics the film-window of classic cameras. This prompts users to choose a “roll” instead of relying on preset options, fostering a more engaging shooting experience. Although the camera outputs only in JPEG format, this is deliberately designed as a finish-in-camera process. Photographers can enjoy immediate results with Fuji’s renowned color and black-and-white profiles, reducing the temptation to defer editing.
The camera includes a built-in flash, providing quick fill-in light when necessary. Its fixed lens, equivalent to 32mm, is adequate for a variety of everyday applications, from portraits to street photography. While the optical viewfinder lacks precise framelines, it encourages a more instinctual form of shooting. Close-up subjects may present parallax issues, making the rear screen a more reliable option when accuracy is essential.
The vertical sensor orientation is unconventional yet practical, allowing for a natural flow in capturing everyday scenes, storefronts, and portraits. Although users accustomed to landscape orientation can still rotate the device, the unique design promotes a different rhythm, enhancing its overall appeal. The tactile lever not only adds to the camera’s film-like charm but also allows quick access to the last frame, eliminating the need for navigating through menus.
Additionally, the diptych mode encourages in-camera storytelling, presenting users with a creative way to combine images. The companion app facilitates seamless transfer of finished files to smartphones, ensuring that moments are easily shared without delay.
This compact camera is not aimed at precision shooters; instead, it values immediacy and simplicity. Its intentional trade-offs make everyday photography feel lighter and more approachable. For those seeking a device that fosters creativity rather than technicality, this camera stands out as a compelling option.
For more insights, viewers can check out the full video review by Friend, showcasing the camera’s quirks and charm. Alex Cooke, a Cleveland-based photographer and meteorologist, also shares his perspective on this innovative device, which has the potential to change the way people engage with photography.
