ROI. Return on investment. This is a very important three-letter 
word if you are a making a living from the world of photography. 
In my early days of Medium Format digital system, these system 
are very expensive and still is today. And some models are really 
out of reach unless one is a world-class photographer with really 
big clientel. Or alternatively one could sell a kidney to raise fund.
I have been using GFX for work about 9 months now. I taken it through
its paces and its the easiest DMF system that I even used. I have shot
food, products, portraits, corporate, travels, landscape, interior, 
architectural, annual reports, editorial, advertising, documentary 
and even street photography!


Client : Angie Vu Ha. GFX + GF120mm. Lite with Broncolor.


It’s not a cheap system but in the world of medium format; it’s definitely 
the best value among its peeps. As far as I am concern; I couldn’t find 
another medium format camera that gives you more bang for your buck. 
As a commercial photographer; I find the GFX a breeze to work with. 
Especially if you are already a X-series user. The interface is pretty 
much the same. Therefore the learning curve is easy. 
Within a year 6 GF lenses have been introduce. And maybe another 
couple more lenses in the year to come. I am glad that Fujifilm is really 
a serious contender in the world of Medium Format.  Its has cause such 
a stir; if rumor is true; Sony will introduce their version of DMF soon.
Why GFX is my favorite medium format system? 
GFX’s first editorial for a top Italian car magazine.


Its mirrorless! As we all know mirrorless is here to stay. On the opposite 
end,  DSLR; its a sunset product. I believe in 2-3 years time; mirrorless 
will reign and overtake DSLR completely. This is the same with Medium 
Format system. Fujifilm have indeed build a great medium format 
camera system. 
One of the greatest feature, is I get to see my results live via the EVF. 
Make adjustment on the fly. Knowing that you nail the shot is all that 
matters. Not many MF camera could boast of more than a hundred 
AF points. Of course in the world of commercial photography; I don’t 
need many of its feature. They are good to have. 
Lastly I would say that its the GFX usability and price that make this 
system so attractive. If you are looking into investing into DMF, GFX is 
definitely a logical choice. 


From time to time I do get emails and FB messages on what should the 
first GF lens be? Or what is the basic 3 lenses one should get. Currently 
there are 6 GF lenses available and if the rumors are true, 6 more lenses 
for 2018. Making a total of 12 lenses. Before this headache gets any bigger; 
here are my two cents worth.
Currently I own all 6 lenses and very rarely I will need to bring all six 
lenses out for a job. Below are some scenarios for each different type 
of shoot and what I will pack on top of the other stuff like stobes, 
reflector, stands, laptop, iPad etc. 
My complete set-up. All into a Nanuk 935 case.
Location Portraits.
1. GF110mm F2
2. GF63mm F2.8
3. GF45mm F2.8 (optional )
4. GF32-64mm F4 (optional)
Food Photography
1.GF120mm F4 Macro
2.GF32-64mm F4 
Corporate Portraits (including groups)
1. GF32-64mm
2. GF45mm
3. GF110mm F4
Interior and Exterior
1. GF23mm
2. GF32-64mm
3. GF120mm F4 (optional)
Product Photography
1.GF120mm F4 Macro
Travel and Lanscape
2.GF23mm F4 
1. GF110mm F2
2. GF45mm
3. GF32-64mm 
Documentary Portraits : GF45mm
Studio Session-321
Angie Vu Ha. GFX + GF120mm. Lite with Broncolor.
DSCF0585 1
Street Photography with GF23mm.
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GF45mm. Perfect for documentary photography.
Food Photography : GFX + GF120mm F4. Lite with Profoto B1s.
GFX + GF110mm + Broncolor.
Street with GF45mm
Portraits @ Four Season Seoul:  GF63mm
GFX + GF63mm + Profoto B1s
Outdoor Portraits : GF110mm F2
DSCF0118 1
Chief Grid Marshal : GF110mm F2
As one could see there are no fixed practice on what is to pack. Back 
to the question on which first lens to get? If you are looking at using 
GFX for street; then the GF45mm is the perfect glass for a start.  
If I were to choose between GF45mm and GF63mm; I will still go 
for GF45mm. Its more versatile a lens. Of course if you shoot more 
portraits, the GF63mm will be better bet. If weight is not an issue; 
the most versatile lens will be the zoom lens; GF32-64mm. One could 
certainly do heap shoots with this focal length. Its a wonder lens in the 
GF set-up. It may not be a “speciality” lens compared with GF110mm 
F2 but I could certainly shoot many genre with this lens. 


If I were to ask to pick one lens to start with the GFX; what will it be? 
As we all know that every lens has it reason and purpose. I will start 
with the GF32-64mm. Why? With a focal length of 24-50mm in 
135mm format; I could shoot quite a fair bit of genre with this lens. 
If you are planning to invest on a GFX system; allow me to say this; you
gonna have the best ROI ever for a DMF.
GFX + GF23mm Honorable Mention Awards
GFX + GF23mm

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