Behind the lens of the Fujifilm X-T50 global campaign
Behind the lens with the Fujifilm X-T50 during the global campaign shoot in New Zealand.
Can you keep a secret? I had to keep this one under wraps for months. When Fujifilm asked me to shoot the global campaign for the X-T50, I honestly couldn’t quite believe it. At the time, I didn’t realise how big of a deal it was, which was probably a blessing because otherwise I might have felt a lot more nervous.
What I did feel was pure excitement. I got full creative freedom to shoot some of my favourite subjects around surf, and I got to do it all with a totally new, unreleased camera. How cool is that?
The only catch? An NDA. I couldn’t tell anyone, not even my closest friends. It was just me, the X-T50, and the ocean.
In this blog
First impressions of the Fujifilm X-T50
The first thing that struck me was how lightweight it felt. At just 438g (including battery and memory card), the X-T50 is featherlight compared to my X-T3 and X-T5, yet still delivers the same professional-level quality.
As someone who’s often climbing the Mount, heading on surf trips, or chasing my kids around, this was a game changer. It’s the kind of camera you grab like your phone, but the files are strong enough for fine art prints or commercial campaigns.
With interchangeable lenses, you can customise it to your favourite focal lengths and take it anywhere.
The creative direction
For this campaign, Fujifilm trusted me not only to shoot but also to shape the creative direction. The vision was about more than technical features, it was about connection. Connection with nature, with community, and with the small, powerful moments that make photography feel alive.
Surf culture was the perfect way to bring that to life. We built the campaign around the rhythm of a day on the coast: sunrise surf on the east, road-tripping to the west coast for sunset, and quieter moments in between like four friends meeting for coffee and an early paddle out.
Together, these threads formed the campaign’s story: a celebration of people, place, and Fujifilm’s ability to capture life with authenticity; all rooted in local New Zealand surf culture.
Shooting the campaign under NDA
Shooting a global campaign in secret was surreal. There is a thrill in knowing you are creating images that will be revealed worldwide before anyone even knows the camera exists.
One standout moment was a sunrise surf shoot with four girls. We began with steaming mugs of coffee on the sand, then paddled out for dawn waves. The X-T50’s new film simulation dial was a game changer here. Switching looks in-camera felt like editing on the fly. The dreamy tones straight out of camera perfectly matched the golden pre-surf light.
Behind the scenes of the XT50 campaign
I planned two main shoots:
The hero shoot: A full east-to-west coast day, with sunrise surf, a road trip, and sunset waves. A videographer followed the journey, showing how the X-T50 flowed through a real adventure.
The community shoot: Four girls, coffee in hand, boards under arm, laughing their way into a sunrise surf. It was about friendship, joy, and ritual.
Beyond those, I carried the X-T50 on personal adventures through forests, along beaches, and into everyday family moments. It proved itself versatile enough for both planned campaigns and spontaneous life.
What stood out in the specs
Beyond the feel, the X-T50 packs serious power:
40.2MP X-Trans CMOS 5 HR sensor + X-Processor 5 → professional image quality in a compact body.
In-body image stabilisation (IBIS) with 7 stops → Fujifilm’s most powerful yet.
Video: 6.2K/30P, 4K/60P, and 4:2:2 10-bit internal recording → perfect for hybrid creators.
Compact design, rounded body, improved ergonomics, plus a built-in pop-up flash.
It feels like Fujifilm distilled the DNA of the X-T5 into a smaller, more portable package, the ultimate travel and lifestyle companion.
Film simulations in action
Fujifilm has always been about dials and tactile shooting. The X-T50’s film simulation dial takes that heritage further.
For this campaign, I used it constantly. Switching between looks gave me dreamy vintage tones or crisp modern colours without editing. For client work, being able to show images on the spot that already look polished is a massive advantage.
This camera makes it easy to experiment, find your style, and create with intent, whether you are a pro or just starting out.
The X-T50 is the first in the X-T series with a dedicated film simulation dial, making it easy to switch creative looks on the fly.
Seeing my work go global
The wildest part was seeing it all unveiled at the Sydney global launch event. I stood in a room where everyone seemed to know my name, my images displayed a large scale prints, celebrated by Fujifilm Australia.
Then came the DM from Australian Geographic: one of my campaign photos was the best of the entire showcase. WHAT. It was a pinch-me moment, the kind of surf and lifestyle photography I usually share on Instagram was now shaping how the world saw Fujifilm’s newest camera.
Sharing the story behind the XT50 campaign at Fujifilm’s Auckland launch event.
Who the Fujifilm X-T50 is for
So is the X-T50 worth it? My answer: yes, for everyone.
Beginners: It is the camera I wish I had started with. Early special shots deserve quality files you can license, print, or revisit years later.
Professionals: The perfect lightweight second body when you do not want to lug your full kit but still need pro-level quality.
Bloggers and lifestyle creatives: Stylish, compact, and with film sims that let you create polished content without hours of editing.
The X-T50 is that sweet spot: high quality, portable, and genuinely fun to shoot with.
Watch the global campaign
FAQs about the Fujifilm X-T50
Is the Fujifilm X-T50 good for beginners?
Yes. The X-T50 is designed to be beginner friendly while still carrying Fujifilm’s flagship tech. It includes a dedicated auto mode for simplicity, but under the hood you get a 40.2MP X-Trans CMOS 5 HR sensor and X-Processor 5, so your photos are professional quality from day one. Beginners will not outgrow it quickly, which makes it a smart first camera investment.
How heavy is the X-T50 compared to other Fujifilm cameras?
The X-T50 weighs 438g (including battery and memory card). It is significantly lighter than the X-T3 and X-T5, but still delivers comparable image quality. The new rounded body shape improves ergonomics, making it comfortable for long days of shooting or travel.
Is the X-T50 good for travel and surf photography?
Absolutely. The X-T50 is built for portability and adventure. Its 7 stop in-body image stabilisation (IBIS) keeps shots sharp, even handheld on uneven trails or during fast-paced surf sessions. Combined with its compact size, it is ideal for hikes, road trips, and coastal photography where carrying a heavy kit is not practical.
What makes the X-T50’s film simulation dial unique?
The X-T50 is the first Fujifilm X-T series camera with a dedicated film simulation dial. This allows you to switch instantly between Fujifilm’s famous looks, from nostalgic film tones to cinematic colours, without digging through menus. You can also customise recipes by adjusting grain, colour chrome effect, highlights and shadows, and white balance. The result is faster workflows and filmic images straight out of camera.
Can professionals use the Fujifilm X-T50 for campaigns?
Yes. I personally shot Fujifilm’s global launch campaign with the X-T50. Its high resolution sensor, professional-grade video (6.2K/30P, 4K/60P, 4:2:2 10-bit), and advanced autofocus make it reliable for both commercial stills and video. Clients also love being able to preview polished film-simulated looks on set, something you do not get when shooting RAW only.