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

• Coca Cola flew him from Denmark to Mexico to do commercial 30 days of street photography
• the project resulted in outdoor advertisements (exhibited at Oslo train station), television commercials, and even a painted mural
• the campaign was also shortlisted at Cannes Lions Advertising Festival
• the theme: tacos + Coca-Cola — in Mexico and anywhere else tacos exist
• the creative concept: using a “Where’s Waldo?”-style approach, subtly placing Coca-Cola bottles/logos into vibrant, authentic street scenes around Mexico City’s taco stands instead of making the product the loud focal point

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. ;)

First came the Cheecar MF 50mmF1.2, and there was glow.

But the Lord of Chinese lenses spoke: be fruitful, and multiply.

So the Pergear MF 50mmF1.2 was born, and behold, it glowed too.

And on the third day, the Lord of Chinese lenses created the 7Artisans MF 50mmF1.2, and it, too, bore the glow.

On the fourth day, he rested. But he could not sleep, for all the glow had turned nights into days, and the glow became useless.

• 7Artisans MF 50mmF1.2
  BHphoto / 7Artisans
• Pergear MF 50mmF1.2
  Amazon US / Amazon UK / Amazon DE / Pergear

*Note to readers: I must admit, I’m a bit tired of reporting on Chinese brands endlessly rehashing the same lenses under different names. That’s why sometimes I skip these stories. Today, I almost did—until I realized I could have a little fun writing about it. And so this blog post was born. Enjoy it… or don’t. Either way: may the glow be with you!

XF23mmF2.8

• Fujifilm X-E5 – IN STOCK NOW
  BHphoto / Amazon US (black body/kit – silver body/kit) / Adorama / Moment / Nuzira / BestBuy/ Paul’s Photo
• XF23mmF2.8 R WR – IN STOCK NOW
  BHphoto / Amazon US (black – silver) / Adorama / Moment / Nuzira / BestBuy/ Paul’s Photo

When we covered the first reviews about the Fujinon XF23mmF2.8, it was right away clear that Fujifilm had created something very special.

And some reviewers like Luca Petralia had no doubt – this lens will become an instant classic!

Well, more reviews have dropped since then and they really seem to confirm that Fujifilm has nailed it!

Especially when coupled with smaller cameras like the Fujifilm X-E5, the XF23mmF2.8 is a wonderful performing lens in an overall very compact package.

ePhotoZine for example writes in their verdict and Pros and Cons here:

Pros

• Excellent sharpness levels
• Low distortion
• Low CA
• Fast, accurate AF
• Weather resistance
• Low flare
• Pleasant bokeh
• Excellent handling
• Excellent VFM

Cons

• Some vignetting
• Aperture ring lock only locks into A setting

Theri Verdict

Fujifilm optical quality plus compact pancake lens dimensions look like a real winning combination. We can trace back the compact pancake lens of around 35/40mm to almost every compact 35mm film camera of the 1960s onwards, although many were nowhere near as pancake like as this new Fujifilm offering and few if any approached the current levels of performance. Now we can enjoy the compact form factor but also the highest quality levels. The high standard from Fujifilm is there to be seen and the compact dimensions, especially when coupled to the compact X-E5, produce a package which is of compact camera dimensions but of full DSLR or mirrorless flagship quality.

All these sometimes elusive qualities come together in a fine lens, and one that can definitely be Highly Recommended.

• Fujifilm X-E5 – IN STOCK NOW
  BHphoto / Amazon US (black body/kit – silver body/kit) / Adorama / Moment / Nuzira / BestBuy/ Paul’s Photo
• XF23mmF2.8 R WR – IN STOCK NOW
  BHphoto / Amazon US (black – silver) / Adorama / Moment / Nuzira / BestBuy/ Paul’s Photo

More Reviews

• digitalcameraworld – Fujifilm 23mm f/2.8 R WR review: