Fujifilm has released a firmware update for the Fujifilm X-T30III.
Down below all the details.
Today we’d like to bring you a new film simulation recipe created by Guillaume Couet at our 144K strong film simulation group.
The recipe is called “Winter Chrome“, it’s getting tons of likes and positive comments and some have already saved it on their camera to use during winter time.
Since not everybody is on Facebook, I’ll share the recipe here:
You can see the images taken with Winter Chrome here and also below.
Other Film Simulation Recipes
A while ago, we shared that Fujifilm was considering launching a digital successor to the legendary XPan/TX series in 2028.
For now, let’s just call it the Fujifilm TX-3 — the spiritual digital follow-up to the Fujifilm TX-2 panoramic film camera.
Back in 2024, when we first reported on this, we clearly said it was just something Fujifilm was considering. If they decide to move forward, the plan would be to launch it in time for the 30th anniversary of the original Fujifilm TX-1 — a true 65×24 format panoramic camera introduced in 1998.
The last update I received dates back to September 2024, and it hinted at the possible sensor details. Since then… silence.
And to be clear – READ THIS: I have not received any rumor that Fujifilm decided to give it a go. We are soon in 2026, and considering that it takes Fujifilm about 2 years to develop a fully new camera, I guess they must have made their mind about it by now. But I have no information if they decided to make one or not.
With that said, let’s continue ;).
Recently a Fujifilm patent surfaced showing a 28mmF4 lens that is made for a sensor bigger than full frame, but apparently not big enough to cover the entire GFX sensor. Some suspected that this could be the lens for the Fujifilm TX-3.
But remember: this is not the first time we see a patent that could be meant for a digital Fujifilm TX-2 successor.
A few months ago FR-reader Mistral spotted a 21mm f/2.8 lens that seems perfectly designed for a wide format camera sensor.
But before we get too hyped about it, I guess it’s on me to try to find out what Fujifilm’s final decision was: will there ever be a digital X Pan? I’ll try to find it out and let you know.
Fujifilm TX-3 Rumors
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What Photographers Are Saying
When Coca-Cola started scouting for a photographer for a major global campaign — one that required flying him around the world — they came across the name Frederik Trovatten, a guy with 18 years of digital-marketing experience.
Little did they know that Frederik would shoot the entire campaign using Fujifilm APS-C gear… which, as we all obviously “know,” has a 0.1% autofocus hit rate on well-lit static subjects and a dynamic range inferior to a cheap Amazon toy camera.
Too late. The flights were booked. The campaign was shot.
And the results, are exactly what we could expect. You can see them in the video above and on his website trovatten.com – Instagram: @trovatten
Advertising Campaign
His behind-the-scenes video walks you through his days capturing the raw, energetic life of taco vendors, and it’s absolutely worth watching.
The Gear (Brace Yourself…)
For stills, he used the humble Fujifilm X-T3.
For video, the Fujifilm X-H2S.
Plus an Aputure MC Pro light and a Rode lavalier mic.
He says:
there’s no reason to get these expensive cameras when you can do big campaigns, commercials with cameras that cost $1,200
The results?
Massive prints that Coca-Cola proudly displays around.
Of course, according to countless forum experts — whose combined portfolio consists mostly of long, bitter comment histories — this shouldn’t be possible. Surely Coca-Cola would tear down every poster if they discovered they were shot on a “cheap” Fujifilm X-T3. Maybe even issue a global apology.
Or… maybe not.
Maybe Coca-Cola is actually quite proud this time — certainly more proud than of the 100% AI-generated Christmas ad they released this year. ;)
