FujiFilm X100F Promotional Film

With the release of the NEW FujiFilm X100F camera, Prime Creative was tasked with creating a video to promote to realise of the camera. We took to the street of London with street photographer a cake enthusiast Matt Hart, to create this snappy promotional film.


FujiFilm wanted to bring awareness of their new camera release, the X100F, the latest addition to FujiFilm’s X Series premium compact digital camera range. The requirement was a piece of video content to feature the camera in use, what the photographers thoughts are and accompanying pictures.


This video needed to feature a Fujifilm X Photographer using the camera out in the field as well as speaking about themselves, their craft and the camera. In our case, it was Street Photographer Matt Hart.

Originally, we were given a strict brief. This involved a voiceover with a script that needed to be signed off before we started the editing. We felt that a mini-documentary style video which was based on a professionally led interview would be a better way of achieving their objective and FujiFilm kindly agreed.


We broke shooting up into two separate days. The first day was on-location in central London where we captured Matt Hart doing what he does best – shooting street photography! It was rather challenging to shoot video subtly but we managed to capture some great content throughout the day. We ensured there was plenty of landmarks, well known street photography spots and generally places that other street photographer could relate to. Day two was set-up in a cafe in Essex. We picked this location as coffee and cake is part and parcel of being a street photographer – besides street photography, coffee and fruit-bread is probably what Matt is know for best.

Matt Hart is incredibly passionate about what he does, so we spent a few hours talking to him about his passion for photography, his skills, street photography tips and the camera and how it had served him to produce the stunning imagery he is well known for producing.


The resulting film was uploaded to Fujifilm’s worldwide digital platforms and was the top performing short films produced about the new X100F produced for Fujifilm. Current worldwide viewing figures for this film stand at 120,000 views with many more on Facebook, Twitter as well as the websites it was distributed too.

“For me, it has been a much acclaimed piece, attracting positive feedback from across the industry including a well know producer from the BBC but I won’t name names.” Matt Hart

About FujiFilm

In the photography world, FujiFilm are one of the brands to get really excited about right now. Since the launch of the X-Series cameras the company have grown stronger and quicker than any of it’s competition. The retro style cameras have proven to be incredibly success

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