FUJIFILM Australia launches new ‘FUJINON: The Soul of Fujifilm’ brand platform via Supersolid
FUJIFILM Australia has launched a new brand platform, ‘FUJINON: The Soul of Fujifilm’, with an integrated campaign for the FUJINON lens range developed in partnership with independent creative agency Supersolid.
The campaign highlights the critical role of FUJINON optics in the Fujifilm ecosystem, emphasising the format-first philosophy that ensures each lens is designed with an optimal balance of size, weight and performance.
The campaign explores the profound connection between a photographer and their equipment, reframing the lens from a piece of highly engineered glass to a ‘soul’ that’s perfectly designed for a Fujifilm camera body. Behind the iconic colour science, exceptional build quality and compact portability of the X Series and GFX Series is a feeling that photographers describe as “a magic quality” of FUJINON lenses.
The campaign film is a lens demonstration video titled ‘Forest Bathing’, inspired by the Japanese practice of shinrin-yoku (森林浴), where one immerses themselves in a forest or natural atmosphere to relax the spirit.
Emphasising both the brand’s Japanese heritage and the very modern desire to reconnect with nature, the film employs a triptych technique to present a single Forest Bathing journey through three distinct perspectives captured by 6 FUJINON lenses.
Every single frame of the campaign was shot on FUJINON lenses attached to Fujifilm X Series and GFX Series cameras, serving as a real-world testament to the versatility and uncompromising colour reproduction of the range. The film acts as a product experience, prioritising the tangible benefits of the lenses over the technical specs.
Says Leanne Hughes, Head of Marketing, Electronic Imaging & Optical Devices, FUJIFILM Australia: “At FUJIFILM Australia, our commitment to quality and colour science is at the heart of everything we do in our Electronic Imaging division. This campaign showcases the depth and versatility of the FUJINON lens range, demonstrating that there is a lens for every creative vision. FUJINON lenses go beyond capturing images, they empower creative expression. We’re proud to have partnered with Supersolid on this campaign.”
Says Alex Newman, Co-Founder & Creative Director, Supersolid: “‘Forest Bathing’ is one of the most technical film projects we’ve worked on at Supersolid. Bringing this FUJINON lens demonstration to life required the orchestrating of 7 Fujifilm cameras and 6 FUJINON lenses to tell three simultaneous stories. The edit itself had 143 individual assets to assemble, but the results were well worth the effort. This film does something that no list of technical specifications or YouTube gear review can: it makes you feel.”
Says Jonathon Shannon, Co-Founder & Creative Director, Supersolid: “The new FUJINON brand platform was born from a beautifully simple insight: if a Fujifilm camera has a body, then it must also have a soul. FUJINON is that soul. This is a platform that can span diverse perspectives and many, many stories, and we look forward to continuing to tell that story with the talented team at FUJIFILM Australia.”
The campaign is currently live across Australia and on the Fujifilm House of Photography website: https://fujifilm-houseofphotography.com.au/pages/lenses
Client: FUJIFILM Australia
Head of Marketing, Electronic Imaging & Optical Devices: Leanne Hughes
Training and Event Specialist: Adrian Bloink
Creative Agency: Supersolid
Creative Lead: Alex Newman
Creative Director: Jonathon Shannon
Integrated Project Manager: Gigi Butterworth
Designer: Sammy Lee
Production: Clockwork Films
Director: Luna Laure
Executive Producer: Aborah Buick
Producer: Anouk Ratnawibhushana
Production Manager: Josh Nicholas
Motion Cinematographer: Alex Gibbs
Stills: Julian Tynan
Stylist: Suzanne King
Post Production: Clockwork Films Post
Producer: Health George
Editor: Matt Maunsell
Colourist: Alex Gibbs
Sound & Composition: Max Barton
Casting: Wayward Talent
Casting Director: Daniel Berini
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