I only had the X half in my hands for 45 minutes, but it left a mark.
Fujifilm hosted the Toronto launch inside a neon-lit arcade, which couldn’t have been more fitting. This camera isn’t trying to be serious. It’s tiny, playful, and designed to be fun! And that’s exactly what makes it special.
Everything about the design feels intentional in a way that’s rooted in love for photography itself. That tiny “film” screen showing your simulation. The film winder that lets you review or “advance” to the next frame. Diptychs built right in. The vertical orientation reminded me of my GA645. Familiar, simple, and made for people who just wanna capture the moment.
This camera feels like a passion project. the kind you don’t always get to make when you’re working within a big company. But Fujifilm gave designer Hayato Ueno the space to create something that didn’t need to serve a market or check a box. It just needed to be joyful. And you can feel that in every part of this camera.
The best part is how the team at Fujifilm is clearly having fun with it, too. The way they talk about it, share it, promote it — it’s all rooted in the same excitement we feel when something sparks that childlike joy again.
I spent the night shooting diptychs with my friend, pairing our POVs side by side. Sometimes it’s just about being present with people you love and capturing the feeling of the moment.
For those of us who want something small, personal, and made with joy, this is it.
