FUJIFILM "BEYOND THE LENS" — M I C H E L L E N I S H I W A K I

FUJIFILM “BEYOND THE LENS” DOCU-SERIES

In an effort to increase awareness for Fujifilm’s portfolio of archival papers, we created a docu-series to increase affinity among professional photographers.

Working closely with our social and strategy teams, we identified professional photographers that had experience with and a love for Fujicolor Crystal Archive Papers. Once isolated, we conducted a series of interviews based on key questions that pinpointed the perfect candidates to champion the brand. Through this work stream we also identified the framework for the content series. The efforts of this project gave Fujifilm a new platform to peak curiosity about their original photo papers.

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Fine art landscape photographer Jeff Mitchum sat down with the Fujicolor Crystal Archive Paper team to talk about how he got his start behind a camera and his passion for landscape photography. From traveling with his dad in the Eastern Sierra to escaping the confines of a studio, Jeff explains how he chases light to capture the very best images for his galleries.

Additional responsibilities included developing a microsite to house all the episodes, which were released on a weekly basis and a brochure to help outline the portfolio of papers for distributors. The final episodes were composed from interview content captured in the 1 day shoot, existing content from the photographers themselves and an additional still shoot that featured the papers.

Photojournalist David Hobby sat down with the Fujicolor Crystal Archive Paper team to talk about his introduction to printed photography and his early days in photojournalism. See how this background gave David the mindset of prints as permanent pieces in his first episode of the Beyond the Lens docuseries.

Photojournalist David Hobby sat down with the Fujicolor Crystal Archive Paper team to talk about how discovering their paper opened up all new possibilities in printing his photography for sale. David believes that a photographer can escape the bonds of assignment photography by building sources of modest but passive income through selling prints that can be sold repeatedly.