My Medium Format Journey from Hasselblad to Fujifilm GFX

For 6 years, I’ve had the privilege of capturing the world’s beauty through the medium format sensor of Hasselblad mirrorless cameras. These weren’t just tools, they were companions that brought joy and allowed me to produce stunning, high-quality images throughout my career. Each time I pressed the shutter, it felt like music, preserving nature’s purest moments.

But in these last few years I felt the need to change and try new ways to capture my beloved landscapes.

In this blog post I’ll tell you the reasons why I switched to Fujifilm GFX100S II from Hasselblad X2D.

The reason of the switch

The key factor in my decision to move away from Hasselblad was the limited flexibility of their prime lenses.

At the beginning of my collaboration with the Swedish brand, as I told in many webinars and interviews, it was not a big problem for my needs at that time as I also didn’t travel that much. Indeed, I used the old XCD 21 for my wide-angle shots that were a big part of my portfolio in the years 2018-2021.

But while Hasselblad's optics deliver outstanding image quality, the restricted selection of prime lenses often made it challenging to adapt to varying shooting conditions, especially in the diverse landscapes I frequently photograph during my travels. I found myself wanting more versatility in focal lengths without having to compromise on portability or carry multiple lenses during shoots.

Moreover, Hasselblad’s lens lineup, though exceptional in performance, offered fewer choices compared to other systems. As my work evolved a lot in the last few years, I needed a broader range of lenses that could meet the demands of both wide vistas and more intimate details without requiring constant lens changes.

I also love to take a lot of photos with the tele lens lately and that’s why I also own the 200-600 mm for the Sony alpha system.

My favorite tele lenses for the Fujifilm GFX System are, indeed, GF500mm which is also surprisingly light and GF100-200mm. These are the perfect choices for versatility and quality at the same time.

In my last trip to Nepal, during my airplane flight to photograph the Himalayas, I loved the flexibility and the speed of GF45-100mm. So, now that I love to fly more often for my aerial photographs, I prefer something more flexible.

Does the camera brand I use really matter?

Since I began my journey in landscape photography 10 years ago, my style and approach to capturing nature have gone through several distinct "seasons."

Each phase brought its own growth and discoveries.

I still vividly remember December 2014, when I purchased my first full-frame camera, the Nikon D810. Those first four years were an incredible exploration of the Dolomites, where I began to understand how photography could translate my emotions and true self into images.

Me and my old Nikon D810 in Tuscany in 2015.

In 2018, I started collaborating with Hasselblad and ventured into the world of medium format photography. My style became more defined, with strong foregrounds leading the eye to the subject, combined with a moody editing style.

The medium format camera allowed me to capture better three-dimensionality in my wide-angle shots, with superior detail, information, and resolution that were ideal for my prints.

I still recall how many photographers were frustrated by the slow speed of the Hasselblad X1D during that time. Social media was full of discussions about why I wasn’t using the faster Fujifilm GFX, but I had never tried the GFX before. I simply started with Hasselblad for medium format, just as I had begun with Nikon instead of Canon without ever trying the alternative. For my work and the type of photography I was doing at the time, the X1D worked well, and I was satisfied with it.

My travel to Kamchatka Peninsula in Far East Russia in 2019 marked the beginning of my partnership with Hasselblad. 

After the pandemic, however, I felt the need for a change. That period of lockdowns and restrictions made me want not only to travel more and explore new places, but also to experiment with fresh ways of capturing landscapes. I wanted to move beyond the familiar mountains with flowers in the foreground and try different compositions and perspectives.

In 2023, I purchased a Sony a7rV along with a selection of zoom lenses up to 600mm and the Laowa 15mm macro, allowing me to get closer to smaller foreground details—unfortunately, a lens not available for medium format cameras.

I also wanted to delve into aerial photography, as I wasn’t fully satisfied with the image quality DJI Mavic 2 Pro (for my standards).

I upgraded to the Mavic 3 Pro, which opened up new possibilities. This led to capturing one of my most iconic images, the "Tree of Life" in Iceland in August 2023.

"Tree of Life", taken in Iceland with DJI Mavic 3 Pro, August 2023.

Even though I continued using the Hasselblad X2D up until my trip to Japan in April 2024. I eventually made the switch to the Fujifilm GFX to stay within the medium format world while gaining access to a wider variety of lenses, focal lengths and much more. My adventure with the GFX 100S II started in my travel to Kazakhstan in September 2024.

So, does the camera brand I use really matter? In a way, yes, because I choose my gear to represent landscapes in the way I envision them. While I may inspire my audience to consider cameras and lenses that meet my needs, what ultimately resonates with them is not the brand, but the quality, inspiration, and emotional value behind the images I create.

Besides, a lot of people don’t really see the difference between a full frame and a medium format camera but I see it, and the most important thing is that I am satisfied with my work, then I’m very happy if I inspire people with the work I share.

Why Fujifilm GFX?

For the past few years, I’ve been considering switching from Hasselblad to another camera brand and explored various options, as mentioned earlier.

However, my priority has always been to remain in the medium format world—not just for the higher megapixel count, but especially for the superior three-dimensionality and the depth of information that medium format RAW files provide.

While it’s possible that in the future, full-frame cameras may reach the same level of quality, for now, I continue to prefer medium format for my work whenever possible.

In June 2024, I received an exciting proposal to work on a project featuring the new Fujifilm GFX100S II. It seemed like the perfect opportunity to try a new system that would better suit my current needs.

For this campaign, I chose to explore Kazakhstan, marking the start of my partnership with Fujifilm. I’m thrilled with the results, especially with GF500mm lens, which is incredibly light, fast and sharp. Perfect for capturing my shot of the horse against the stunning backdrop of mount Khan Tengri.

GF100-200mm, GF45-100mm, and wide-angle lenses like GF 20-35, GF 30 Tilt/Shift have also been exceptional, providing the versatility and performance I’ve been looking for.

Me and Fujifilm GFX100S II in Mangystau in South-West Kazakhstan in September 2024. 

Fujifilm GFX100S II: Quality and Versatility

The Fujifilm GFX system has earned a reputation for its exceptional quality and versatility, and it's easy to see why. As a landscape photographer, I’ve come to appreciate a few key features that make this system such a fantastic choice for my work.

First and foremost is the medium format excellence. The GFX system’s medium format sensor delivers superior image quality, dynamic range, and detail that are simply unmatched. For landscape photography, where every subtle shift in light or texture matters, this is crucial for capturing the intricate beauty of nature in all its richness.

Another standout feature is the user-friendly design. Fujifilm cameras are known for their intuitive layouts and ease of use, and the GFX system stays true to that. Its interface allows me to focus on what really matters—my creativity—without getting bogged down in overly complicated settings.

I absolutely love the joystick for changing the focus point while using the viewfinder. It makes shooting so much easier and more intuitive for the shots I’ll use for focus stacking.

When it comes to lenses, versatility is key. Fujifilm offers a wide range of top-tier lenses that cater to every type of shot, whether it’s capturing vast mountain ranges or honing in on delicate foreground details. There’s always a lens available for the moment, which makes my work more fluid and dynamic.

Me in Mangystau region in Kazakhstan with Fujifilm GFX100S II

Durability is another factor I can’t ignore. As a landscape photographer, I often find myself in rough conditions—whether it’s freezing cold, high winds, or rugged terrain. The GFX system is built to endure, which gives me the confidence that my gear won’t let me down, no matter where I am.

I also love the community and support Fujifilm fosters. The brand has cultivated a passionate community of photographers who generously share their experiences, tips, and inspiration. This sense of belonging is something I’ve found invaluable as I continue to learn and evolve in my own craft.

One feature that has made a real impact on my process is Fujifilm’s film simulations. These simulations draw on the company’s rich heritage in film photography, offering preset looks that beautifully emulate classic film stocks. Whether I’m going for the bold, vivid colors of Velvia/VIVID or the nostalgic feel of Classic Chrome, I can achieve my desired aesthetic straight from the camera, which significantly cuts down on post-processing time.

Overall, my switch from Hasselblad to Fujifilm has been an incredibly rewarding experience. It’s allowed me to stay true to my passion for medium format photography. And the combination of high-quality imagery, intuitive controls, and powerful film simulations has not only streamlined my workflow but also deepened my creative process.

I’m excited about this new chapter and can’t wait to continue capturing the beauty of our world with Fujifilm by my side.