Behind the Lens: Creating a promo film for the new FUJIFILM X100VI with Kevin Mullins
As a freelance filmmaker embarking on a project for a product you deeply admire brings a unique set of pressures and pleasures. My latest project, a film showcasing the FUJIFILM X100VI, was precisely that - a blend of personal passion and professional challenge. The X100 series holds a special place in my heart; it's been my go-to for capturing moments both at work and when I’m on holiday. My aim was to reveal the camera's versatility by contrasting two distinct environments, highlighting its adaptability across diverse photographic conditions.
Keeping Things Casual
Filming the interview with Kevin at his studio in Whiltshire.
The Creative Journey
Being Director, DOP and Editor on this project was a decision driven by budget and time constraints. Yet, this approach is one I revel in. For me, when you’re taking a cinematic documentary approach the size of the crew helps not only to be more nimble but also helps to create an unobtrusive presence, allowing me to foster a genuine connection with my subject. Working with Kevin Mullins again was a highlight. His mastery of journalistic photography, particularly with the X100 series, brings a level of depth to his insights and an authentic emotional feel to the project that's unparalleled.
The Technical Dance
For this project, we employed two Fujifilm X-H2S cameras paired with MK Lenses. I love the look I can get with these cameras and lenses, it’s super clean and cinematic. One of these cameras was set up on a gimbal and the other was setup in a way that allowed me to shoot handheld. This dual setup enabled me to seamlessly switch between dynamic moving street shots and those details that are necessary when promoting a product being used. This flexibility was crucial in portraying the X100VI's dynamic range, and allowing us to move freely between various environments.
On The Go
Keeping light on our feet and capturing authentic moments in London.
Challenges and Triumphs
Our primary adversary was the weather, which in typical London fashion was far from cooperative. Yet, thanks to the patience and resilience of Kevin and the Fujifilm team, we managed to turn a potentially disruptive element into a testament to the X100VI's capability under any condition. It was a vivid reminder that sometimes, the most challenging circumstances yield the most rewarding outcomes.
Looking Ahead
This film is just the beginning of a trilogy I’m making for Fujifilm UK dedicated to the new X100VI, and I can’t wait to show what we have next. Each film aims to delve deeper into the camera's capacity to capture life's multifaceted stories, once again reinforcing my belief in the power of visual storytelling.
As a filmmaker, I love projects like these where they feel like more than just assignments; they're opportunities to blend personal passion with professional aspirations. They challenge me to push the boundaries creatively and technicaly. With these films for the FUJIFILM X100VI, I've embarked on a journey that's as much about exploring the potential within the frame as it is about introspection and growth as an artist.
Watch the full length version here.
Stay tuned for the next chapters in this series, where we continue to show through social media content how versatile and dynamic the X100VI is in the hands of different Photographers. Spoiler alert… we’ll be in Lisbon and Paris for the next two!
