@photonewspn | photographynews.co.uk
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Thinking about trying a different X Series or GFX System camera or lens? As part of the Look Up campaign, Fujifilm is encouraging you to experience equipment in the real world before making a decision. Use special code ‘LookUp’ to access a free four-day loan period, giving you more time to discover the camera that Access Fujifilm’s free loan service
best suits the way you like to create. Click the box to learn more and book your loan.
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FRESH PERSPECTIVE Matching the right camera to your shots is essential, as in this candid caught by the X100VI (above) or this nightscape with the GFX100S II (left)
SOAK IN THE DETAIL The fixed- lens GFX100RF is great for candid street shots (right), and you can take the lightweight X-T30 III with you anywhere (below)
New locations, fresh perspectives and shared experiences broaden our horizons
compact model you can carry everywhere, a rangefinder-inspired body that encourages a slower pace or a larger system designed for deliberate image making. Discovering which approach feels most natural is an important part of every photographer’s journey, but it’s a decision that’s best made through experience rather than specification sheets alone. As part of the Look Up campaign, Fujifilm is extending its free camera and lens loan service from two to four days. Rather than asking photographers to imagine how a camera fits into their creative process, it offers the opportunity to spend time with a system. That might be a weekend exploring your local area, a landscape trip or carrying it with you as part of your daily routine. Having the chance to live with a camera tells you far more than a brief hands-on session ever could.
Ultimately, the message behind Look Up is refreshingly simple. Photography isn’t only about the images we bring home. It’s about the experiences that lead to them. Every memorable photograph begins with a moment of curiosity, a decision to pause or the instinct to look a little longer. The camera simply gives us a way to preserve that experience and share it with others. Next time you head out with a camera, don’t worry about ticking locations off a list or chasing your white whale. Slow down, wander without expectation. Find the details that others walk past. Sometimes, all we need to do is look up.
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