“hyperactive”

Fujifilm

When Fujifilm first approached me for this project, I had to make sure there wasn’t a typo in their email. The Fujinon cinema division had apparently built a functioning 25-1000 ƒ2.8 PL zoom lens. The first of its kind.

There was only one in the world, a prototype, and Fujifilm wanted to collaborate on a launch campaign for it. The campaign followed my process as I set out to capture automotive eye candy that really pushed the boundaries of what the lens was capable of. We shot in macro mode, 1000mm and everything in between.

The result: perhaps the most fun lens test ever conducted.

Featuring three legendary hypercars (a Bugatti Chiron 110, Koenigsegg Agera RS and Apollo IE), the lens performed spectacularly- proving itself to be both capable and visually stunning.

Directed by:

AJ Bleyer

client:

fujifilm

Produced by:

ADVENT FILMS