Telling Authentic brand Stories
for the Launch of the Fujifilm X-T30 III
Fujifilm X-T30 III
Featuring Jessica LoUise Ellis
Client: Fujifilm UK
Type: Brand Story Video
Filmed: August 2025, Bath & Surrounding Area
Shoot Duration: 2 days
Crew Size: 2
Deliverables: 1 x 90s hero film, 1 x 30s social cutdown
The Brief
Fujifilm approached me to create a short film promoting the launch of their new X-T30 III camera. Having worked with Fujifilm for over eight years, I know their products well and share their passion for photography, which makes our collaboration feel very natural.
Typically, Fujifilm will provide an outline of the product, its key features, and the audience they’re hoping to reach — in this case, aspiring social media content creators. They also suggest a photographer to feature, and together we’ll discuss where the shoot might take place.
From there, I develop a rough shot list, production schedule, and location plan. Although things often evolve during filming, having a solid plan in place helps keep everything on track. For this project, I handled all the location permissions, including reaching out to The Pig near Bath — a venue I’ve always admired for its garden-to-table philosophy. To my surprise, they were incredibly accommodating and welcomed us to film there.
concept
We wanted the film to showcase Jess’s creative process in a natural, authentic way — giving viewers a glimpse into how she works and what inspires her. The tone is documentary at its core, with a behind-the-scenes feel that’s a little more stylised and polished to suit Fujifilm’s visual identity.
The pacing was designed to feel calm and considered, much like Jess’s photography. My goal was to make the viewer feel present with her — as though they were alongside her during the shoot.
Because I’ve worked with Fujifilm for so long, I try to take as much of the organisation off their plate as possible. Once they give me the core idea, I handle everything from planning to logistics, keeping them updated throughout. This allows their team to focus on the big picture while trusting that the production is running smoothly.
“Working with Fujifilm never feels like work — it’s a creative partnership
built on trust and shared passion.”
Production
This project was a perfect example of where a self-shooting producer/director setup shines. With multiple locations over a short timeframe — and lots of public spaces — a small, agile crew was ideal. I led the shoot myself, working closely with the client to stay on brand while keeping the footprint minimal.
A smaller crew also helps the featured photographer feel relaxed and natural on camera, which is vital for authenticity.
We filmed over two days in and around Bath, capturing both behind-the-scenes moments and the main interview. Permissions were secured where needed, but much of it was shot handheld in public spaces to maintain spontaneity.
My kit was deliberately simple: the Fujifilm GFX 100 II paired with the GF 32-64mm F4 and GF 55mm F1.7 lenses. Combined with a CineSaddle, it made for a lightweight setup that allowed me to stay mobile and reactive throughout the day.
Social Cutdown
Alongside the main film, we also produced a 30-second cutdown for social media. This shorter edit allowed Fujifilm to reach their audience where they’re most active — on Instagram and other social platforms — while keeping the storytelling concise and engaging.
Being able to repurpose the same core footage for multiple formats not only makes the production more cost-effective but also helps maintain a consistent brand message across different channels.
Alongside the main film, we also produced a 30-second vertical version for social media.
Post-Production
I handled the full post-production process in-house, from edit to grade. Fujifilm and I have a long-standing working relationship, so the feedback loop is quick and efficient — typically just two rounds of amends. The workflow is streamlined and collaborative, making the experience easy for everyone involved.
Results
The finished film launched alongside the release of the Fujifilm X-T30 III, helping to build excitement around the new camera and connect with the right audience — aspiring creators ready to take their content to the next level.
Every time I collaborate with Fujifilm, the work seems to evolve — each film feels stronger than the last, which is a testament to how well we understand each other’s vision.