This is the first time I have covered what is essentially a marketing campaign for a camera maker but have done so because Fujifilm USA’s ‘Create Forever’ tutorial videos and free storytelling workshops offer more than mere marketing bumf about Fujifilm’s in-body image stabilization-equipped GFX 100 medium format hybrid stills and video camera.
“Fujifilm’s driving force behind the Create Forever campaign is to encourage creators to go forth in the pursuit of making something that matters to them. In order to equip creators with all of the possible tools to tell authentic stories, Fujifilm partnered with Muse Storytelling to develop a series of tutorials that teaches viewers about the marquee elements of the Muse Storytelling Process that helped to tell the stories featured in the series.”
Links
- Fujifilm X USA – Create Forever – campaign microsite
- FUJIFILM Cameras North America – Why we chose to make Create Forever – video – “The Create Forever content series is a celebration of storytelling. It’s a celebration of being in the moment, doing what you love, and building a legacy that will be enjoyed by generations to come. We want to inspire you to tell your story, teach you how best to tell it, and provide you with a stage to share it from.”
- FUJIFILM Cameras North America – Create Forever with Alison Conklin – video – “Alison Conklin is a professional wedding and editorial photographer who has spent her career chasing a desire to document genuine moments that feature real people.”
- FUJIFILM Cameras North America – Create Forever Tutorial – Seeing People Better – video – “The tutorial, Seeing People Better, takes influence from Wedding Photographer Alison Conklin. The focus of the tutorial is to discuss how to truly “see” the people around you and what people mean to one another. The Create Forever team shares insights about how to closely pay attention, learn people’s stories and pick up on details that allow you to think differently about how you see someone.”
- FUJIFILM Cameras North America – Create Forever with Ira Glass – video – “Ira Glass is the host of one of America’s most loved radio shows and is widely considered as one of the most prolific story-tellers of our generation. He began his career in public radio back in 1978 and, while his roots are not in image-making, his message transcends all creative mediums and speaks to the creative spirit within us all.”
- FUJIFILM Cameras North America – Create Forever Tutorial – Developing Your Voice – video – “The tutorial, Developing Your Voice, is influenced by prolific storyteller Ira Glass. The focus of the tutorial is to give insights on how you develop the most important element of being a creative – your perspective, your intention and your why. The Create Forever team shares a keyword exercise that they go through for every project to set the intention at the onset of the project.”
- FUJIFILM Cameras North America – Create Forever with Susumu Minami and Tetsuro Aishida – video – “Fujifilm color specialist Susumu Minami lives and breathes color. Every place he visits and every picture he makes is another step forward in his pursuit of perfect reproduction…. Tetsuro Ashida has spent his career exploring the intricacies of sharpness and color theory, with the goal of creating an image quality that does justice to every photographer’s work, from amateurs right through to professionals.”
- FUJIFILM Cameras North America – Create Forever Tutorial – Why We Create – video – “The tutorial, Why We Create, is inspired by all of the amazing creatives in the Create Forever series. In this piece, we explore how to develop what you want your work to say. Patrick from the Create Forever team shares his why – well told stories can change the world and offers insights about how to define yours.”
- FUJIFILM Cameras North America – GFX100 Product Sizzle – video
- Kickstarter – ALPA XO – The Exoskeleton for the Fujifilm GFX 100
- Muse Storytelling – How we landed one of the most powerful campaigns I’ve ever been a part of – article
- Muse Storytelling – REVIEW: Why the new FUJIFILM GFX 100 medium format camera is a real innovation. – article
- Muse Storytelling – Review of the 100 Megapixel FUJIFILM GFX 100 for filmmakers – video – “We’re so pumped because the FUJIFILM GFX 100 has a MASSIVE medium format sensor (that’s 1.7x the Canon 5D) along with a super impressive in-body-image-stabilization. This means some amazing handheld options in such a small package. So much so that we shot this entire review handheld. Like macro shots, moving shots, the talking head interview portion–all of it handheld.”
- This American Life – “Mostly we do journalism, but an entertaining kind of journalism that’s built around plot. In other words, stories! Our favorite sorts of stories have compelling people at the center of them, funny moments, big feelings, surprising plot twists, and interesting ideas. Like little movies for radio.”
BTS Instagram posts from Muse Storytelling
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