‘Everybody is going to click all the time with their cameras and with their phones and so there's many pictures being taken. Photography is the world's only international language that everybody can speak. Still only a few people, a few authors, a few special people with a special voice and real sense of something to say, those people will use photography in a different way than the other people.’

- David Allan Harvey, MAGNUM photographer in this project.

Photography is now created digitally and its contents are consumed so quickly through social media and value of photography has changed drastically. FUJIFILM has been working along with photography for over 80 years, and is always considering photography to stand by people’s’ lives even in this digital era. The HOME project was established to create a chance to appreciate once again the real power that photography delivers.

FUJIFILM switched their business from film media to digital mirrorless camera. Though many believed it wasn’t fit professional use, FUJIFILM invested in its possibility. And launched the sales of its first camera, “X-100”. It kept developing in an enormous speed, and in 2017 to everyone’s surprise, introduced the medium-format sensor mirrorless camera, “GFX”.As it became popular, FUJIFILM has been known for its “X-series”.

FUJIFILM will rethink photography once again. Our mission must be to show the world the real fun of photography. This is how our “HOME” project started to create the chance physically for photo lovers to feel and touch the power of photography.

Fujifilm sent film crews to each photographer’s place around the world and made interviews with topics to describe how these photographers face subjects and shoot pictures under the one theme, ‘HOME’. Outcomes from photographers have diversity in deed since the word, “HOME”, has various meanings such as one’s house, a place with emotional connection, local social organization, and one’s origin.

This film describes how the HOME project is made with 16 photographer’s philosophy, covering the exhibitions, book editing and printing and how these MAGNUM photographers face photography in digital era.

To show theses many aspects of photography from not only their work but also their voices are the objective of this film. Each photographer is asked to use Fujifilm’s medium-format digital mirrorless camera, GFX. Also this film is shot on Fujifilm’s mirrorless camera in 4K resolution.

This film is re-edition of 20 short movies made for YouTube. These short movies are showing behind the scenes with individual photographers, editor, and art curator to describe their passion for photography. These movies are shot and edited in 4K and published in original YouTube channel.

(https://www.youtube.com/channel/UChMUUWQpuYOhiYAsKgTqTdQ)

16 MAGNUM photographers: Antoine d’Agata, Olivia Arthur, Jonas Bendiksen, Chien-Chi Chang, Thomas Dworzak, Elliott Erwitt, David Alan Harvey, Hiroji Kubota, Alex Majoli, Trent Parke, Gueorgui Pinkhassov, Mark Power, Moises Saman, Alessandra Sanguinetti, Alec Soth, Alex Webb

Art Curator: Pauline Vermare

Editor: Stuart Smith

This film is extension of these movies and successfully outlines this HOME project as a whole. It is completely for cinema in 4K digital and is to be shown in the HOME exhibition venues and will be applied for film festival around the world this year.

This film is re-edition of the short documentary movies made for YouTube as a part of HOME project activities. We listed below total views, total playing time and average playing time of these short movies on YouTube as our outcome of this film. We believe wholeheartedly that the behind the scenes of MAGNUM photographers have a stronger impact that inspires real emotion. The project is successfully carried out with remarkable numbers. Photobook is almost sold out with 7,000-printed editions at $45 each.

(https://store.magnumphotos.com/products/home-magnum-photographers?variant=3358042521624) Also Mirrorless cameras from Fujifilm are more selling after this project.

Sales of X-series cameras: 576,000 (2017) to 651,000 (2018) -113%up

Sales of GFX camera: 6,700 (2017) to 8200 (2018) – 122% up

Share of Mirrorless camera market: 22% (2017) to 29% (2018)

Effective results on 20 documentary movies on YouTube:

Total views:3,112,579views

Total playing time:9,333,257min

Average playing time :2min59sec