Inside the Fujifilm X-T50 global launch in Sydney
Back in March I was on the way to the beach with my little girl, when I got a phone call from Fujifilm that had me shaking with excitement. They invited me to Sydney for the Fujifilm X-T50 global launch. At first I could hardly believe it was real, but a few weeks later I was on a plane across the Tasman headed for Australia’s largest city.
It was my first solo trip since becoming a mum, and walking into that event felt surreal, a mix of nerves and excitement after months of life revolving around home. It was a massive pinch-me moment. In this blog post, I’ll share a behind the scenes look at my whirlwind trip with the Fujifilm New Zealand team, and the photos I took along the way with the Fujifilm X-100VI.
In this blog
Day 1: arriving in Sydney
After landing, our first stop was the Fujifilm store, where I was given the cutest cookie shaped like a camera. From there I joined another photographer, an influencer, and a Fujifilm rep for a walk through the city.
We wandered down to Pyrmont Bridge as the sun was setting over the harbour. The light was golden and the city had that early-evening energy that makes you want to keep shooting until the last beams of light have dropped beyond view.
It was the perfect way to begin my time in Sydney.
That evening we headed back to the hotel to get ready for dinner at a Japanese restaurant, where I discovered mochi ice cream for the first time, with its chewy tapioca flour coating wrapped around ice cream. Sydney’s foodie scene is absolute CHEF’S KISS. I reckon you could go to Sydney for a weekend and just eat your way through the city!
It was obvious how much care had gone into the itinerary by the Fujifilm team, from the hotel (with harbour views!) to the lunches and dinners at primo restaurants.
You can take the nature girl to the city, but she’ll always find any scrap of nature she can! So consider this Sydney through a nature lovers-lens. (There’s a reason I’m not a street photographer, buildings do nothing for me 🤣)
Day 2: inside the Fujifilm X-T50 global launch event
The launch itself took place at Sydney Zoo, which was such an unexpected venue for a global camera announcement. We actually had no idea where the launch would be. It was a secret. So we just piled into Ubers and off we went!
When I first walked into the space it looked calm and polished, with rows of chairs facing a stage where the stars of the show (the cameras + lenses) were still hidden behind curtains, yet to be revealed.
Looking around, there were photographers, media, and influencers, most of whom I had no idea who was who. But one of them was Russell Ord, whose photos of waves and the ocean off the west coast of Australia I’ve admired for a long time.
He’s someone I respect not only for his photography, and the conditions he swims out in (sharky!), but also for how he balances creative work with family life. Having the chance to talk with him in person at the event, and candidly over breakfast at the hotel, was super inspiring. Maybe even a highlight of the trip.
After hearing from a few of the Fujifilm Australia photographers who had played with the X-T50, everyone seemed to be waiting to see the camera IRL. I had worked on this project myself, so I was already familiar with the X-T50. But just to give you some perspective, the camera and the new 16-50mm lens were both under NDA, meaning it was totally top secret until that moment in that room at Sydney Zoo.
I love how Fujifilm create hype around upcoming products, and I love even more how much people speculate about what will be coming next from them and when.
Photographer Rachel Claire sharing her experience shooting with the Fujifilm X-T50 and new 16-50mm lens.
Meeting the Fujifilm community
Another unexpected part of the trip was getting to meet photographers from the Fujifilm Australia team whose work I hadn’t come across before.
Most of them shoot landscape and nature like I do, but the way they create their work is completely different. One photographer spends her days leaning out of helicopters capturing aerial images, while another works deep in the Australian bush photographing wildlife in tough conditions. It made me realise how many different paths there are within the same Fujifilm world. Even though our approaches looked different on the surface, there was still an instant connection in using the same cameras and seeing the world through a similar creative lens.
Apart from Russell Ord, I actually hadn’t followed many of them online beforehand, so it felt less like meeting people I’d admired from afar and more like discovering a whole group of photographers doing incredible things in their own corners of the craft.
What surprised me most was how many people from the Fujifilm Australia team already knew who I was. I was even introduced to the CEO of Fujifilm, who had travelled over from Japan for the launch.
That part felt surreal.
It was probably the closest I’ve had to a small taste of recognition within the Fujifilm world, and if I’m honest, I was also quite happy knowing that isn’t my everyday reality back home in New Zealand.
Still, it made me realise just how far this invitation to the Fujifilm X-T50 global launch in Sydney had travelled beyond what I’d imagined.
Seeing the Fujifilm X-T50 unveiled
When the moment finally came, the curtains dropped and the Fujifilm X-T50 was revealed to the waiting media and influencers.
There it was. The Fujifilm X-T50, alongside the brand new XF 16–50mm lens displayed like an art object under spot lights, alongside my own photography blown up as a feature set on the wall.
After the event, I received a DM on Instagram from Australian Geographic telling me one of my photos was, in their opinion, the best on display.
PINCH ME. PINCH ME NOW.
I was shook.
It’s these kinds of moments that help me believe in myself more as a photographer and creative. As creatives, we can be so hard on ourselves, or dismiss our work or compare ourselves to others.
This moment always comes back to me as a reminder that I’ve got it, even when I overthink that I don’t. Not as something that feeds my ego, but as something that challenges my imposter syndrome.
Image left: My featured photography displayed at the Fujifilm X-T50 global launch in Sydney.
Image right: At the New Zealand launch in Auckland, it was my turn to get up and speak about my experience with the Fujifilm X-T50.
Why this trip mattered to me as a photographer
The Sydney trip changed how far I think my work can travel.
I’ve struggled with confidence for a long time, but standing in that room made things feel different. It helped me recognise that the creative direction I’m moving in is worth continuing to follow.
Even the smaller moments stayed with me. After the zoo event we went out for dinner, and I noticed a painting on the wall that later inspired one of my photographs called Endlessly, which is now available as a print in my Liminal Tides collection.
I noticed later that the feeling evoked in that painting showed up again in a photograph I made afterwards while gazing out to sea from the top of Mauao.
Meeting other photographers who have built creative careers around storytelling also made the path ahead feel clearer and more achievable. Trips like this remind me how important it is to approach brand work with intention rather than reacting on the day, which is something I share more about in my Brand Shoot Blueprint guide.
Creating with the Fujifilm X-T50
One of the things I appreciate most about Fujifilm cameras is how they encourage intentional shooting rather than constant editing afterwards. The buttons and dials are so tactile, and the cameras themselves are evocative of classic 35mm SLR cameras.
Features like film simulations and recipes offer the ability to shape how I approach an image before I even press the shutter.
Experimenting with recipes has helped me slow down, pre-visualise more carefully, and create work that feels consistent across a series. Sydney reminded me why I enjoy working this way.
I’ve included some FAQs about the XF 16–50mm lens and film recipes at the bottom of this blog if you’re curious to explore those more. And if you’d like to learn more about what it was like working with the camera behind the scenes, you can read my companion post Behind the lens of the Fujifilm X-T50 global campaign.
That’s a wrap
Having the opportunity to attend the Fujifilm X-T50 global launch in Sydney is something I’ll carry with me for a long time.
It was incredibly inspiring to see what other photographers are creating and the many different ways a creative life can take shape. Meeting people like Russell Ord, and seeing photographers further along in their journeys doing work that clearly means something to them, made the idea of a dream career feel much more real and possible.
To be honest, I don’t think I’ll ever forget the moment Australian Geographic messaged me about one of my images from the event. That’s the kind of thing you low-key dream about as a natural world photographer!
But more than anything, the trip gave me a couple of days to recalibrate in the world again. Time to reconnect with the version of me that exists outside of motherhood.
The Lou who picks up a camera and follows curiosity.
The Lou who is still growing into what comes next.
That part meant the most.
If you’re exploring the Fujifilm X-T50 yourself, or dreaming about where photography might take you one day, I’d love to hear what you’d want to shoot with it first.
And if you enjoyed this behind-the-scenes look at the Fujifilm X-T50 global launch in Sydney, save this post for later or share it with someone who loves Fujifilm as much as you do.
L ✌️
FAQs about the XF 16–50mm lens and film simulations
What is the XF 16–50mm lens?
The XF 16–50mm lens launched alongside the Fujifilm X-T50. It is a lightweight standard zoom designed for travel, everyday shooting, and photographers who prefer a flexible single-lens setup.
Is the XF 16–50mm lens only for the Fujifilm X-T50?
No. The XF 16–50mm lens works with all Fujifilm X-mount cameras, making it a versatile option across the system.
Why does the XF 16–50mm lens matter?
It balances portability with image quality and matches the compact design philosophy behind the Fujifilm X-T50.
How do I create a custom film simulation on the Fujifilm X-T50?
You can build your own look by selecting a base film simulation and adjusting settings like grain, colour chrome effect, highlights, shadows, and white balance. Many photographers shoot JPEG and RAW together so they can keep both a finished look and a flexible backup file.
Where can I find inspiration for Fujifilm film recipes?
Fuji X Weekly, created by Ritchie Roesch, is one of the best starting points. Justin Gould’s work is another great reference and was also mentioned during the Fujifilm presentation at the Sydney launch event.