MANILA,  October 28, 2020 –  Fujifilm Philippines introduces a brand-new Mirrorless Digital Camera that is sure to endear amateur, hobbyist and professional photographers and filmmakers, as well as vloggers and content creators, alike to the evolving X Series family of interchangeable lens digital cameras. The all-new Fujifilm X-S10 combines professional grade features and image quality with the small and easy to operate form factor of a compact and lightweight body to deliver a camera that everyone will love to use. 

The all-new X-S10 comes with  a deeper and  more ergonomic hand grip which is matched to a smaller and easier to hold body. Along with the latest technology and advanced features derived from the flagship X-T4 professional mirrorless digital camera, this latest addition to the X Series lineup is designed to deliver astounding results with minimal effort.

The X-S10 is equipped with the latest 26.1 MP X-Trans™ CMOS 4 sensor and paired with the high-speed image processing engine of the X Processor 4 and a more compact iteration of Fujifilm’s In-Body Image Stabilization. The very familiar PASM mode settings along with the popular AUTO/SP (Scene Position) Mode on the top dial allow for the production of stunning images without the need to make fine adjustments to image settings.

Fujifilm Philippines Unveils the All-new X-S10 Mirrorless Digital Camera
Photos by Win Magsino using the X-S10

With its advanced video capabilities, the X-S10 can produce sharp and vibrant 4K/30P 4:2:2 10-bit video as well as high-speed Full-HD video at 240 frames per second far longer than any other X Series camera to date. Along with its vari-angle, flip-out full touch screen LCD, the X-S10 gives videographers and content creators a lightweight platform to express their creativity and produce quality moving images at a more affordable price point. 

With a price of P55, 990 for X-S10 Body and P78, 990 for X-S10 with 18-55mm Kit, the Fujifilm X-S10 is a very compelling product that not only showcases the very best of the brand, but also harnesses the very best from photographers, videographers and creatives.

Fujifilm Philippines Unveils the All-new X-S10 Mirrorless Digital Camera
Photos by Ricky Ladia using the X-S10

During its public reveal, Fujifilm Philippines worked with several talented image makers to demonstrate the versatility of the X-S10. Landscape photographer Win Magsino highlighted the X-S10’s new X-Trans CMOS 4 Sensor that gives wide dynamic range, produces beautiful colors and superb image quality, easy to operate dial interface as well as the benefits of having a 180-degree vari-angle flip out screen when composing astounding photos on the go. Veteran product photographer Ricky Ladia then pointed out the X-S10’s great focus tracking, a feature that is very essential to product photographers like him, he also liked the improved ergonomics of the X-S10’s deeper hand grip making one-handed operation and menu navigation easier as he deftly set-up the camera for a lipstick shoot.

Discover MNL also used the X-S10 to produce a short lifestyle video further proving how Fujifilm’s latest X Series camera can be a very handy tool in every content creator’s arsenal. While renowned digital filmmaker Silver Belen, explored the X-S10’s lowlight abilities, expansive color, IBIS and Face & Eye Autofocus.

DiscoverMNL using the X-S10

As an easy to use mirrorless digital camera, the X-S10 can transform the act of taking photos and recording videos into works of art. This was demonstrated by celebrated wedding photographer, Jaja Samaniego. Despite her affinity for a different brand of camera, Jaja was impressed by X-S10’s performance and color rendition which allowed her to produce images that reflected her signature style straight out of the camera.

Inspired by Jaja’s example, Fujifilm Philippines is inviting photographers to join the Straight Out Of Camera or SOOC ASEAN photo contest. From November 20 to December 31, 2020  photographers are invited to send photos as shot directly from their Fujifilm camera. This is Fujifilm’s way to foster creativity and to showcase talent among dedicated image makers who express artistry from what they immediately capture with their cameras. Photographers are invited to visit the  Fujifilm Philippines Facebook and Instagram pages to know how they can share their creativity through photos taken straight out of the camera. 

The all-new X-S10 is now available for pre-ordering. Fujifilm Philippines  will include one (1) free original Fujifilm NP-W126S battery for the X-S10 worth 3,500 pesos for pre-orders and reservations taken from October 29 to November 15, 2020. All pre-orders may also avail of a Php2,500 each off on the following XF F2 aperture lenses: the 23, 35 and 50 millimeter primes.

With the best features of our flagship X-T4 in a size so portable and easy to use all day, the X-S10 is a worthy stepping stone towards a more rewarding shooting and creative experience with Fujifilm.

Rediscover Your Creativity with the Fujifilm X-S10

The quest to simplify the creative process while ensuring quality image and video output is realized with the all-new Fujifilm X-S10. Top-end build quality and  features at a mid-range price makes the X-S10 an ideal partner in realizing one’s potential as creative.

Surefooted smoothness

Featuring an In-body Image Stabilization (IBIS) system that is 30% smaller in volume and weight compared to the X-T4’s, the 450-gram X-S10 manages to deliver up to 6.0-stops of five-axis stabilization when paired with an assortment of 30 lenses in the Fujinon lineup. This is 1 to 1.5-stops better than the stabilization offered in the Fujifilm X-H1. 

The X-S10 is also the first mid-range X Series camera to use a motion sensor retention mechanism, which is a mechanical shock absorber that guards against slight vibrations that may come from the shutter unit. This  adds another level of stability to ensure that image clarity and resolution are maintained. 

Combined with Digital Image Stabilization (DIS) and IS Boost Mode, videographers can expect smooth, buttery recordings similar to  the X-T4 while shaving off some weight and size with the liberal use of magnesium alloy in the top and front plates of the body along the way.

Simpler and Easier to Operate

The X-S10 comes with a revised button and dial layout that makes it familiar to first time Fujifilm users as well as the most dedicated of Fujifilm loyalists. The updated AUTO/SP (Scene Position) mode dials automatically adjusts shooting settings to suit a given scene. But for those who need the most from the 26.1 megapixel Backside Illuminated CMOS 4 sensor, the X-S10 has the ability to capture RAW images  in the AUTO mode. One can also choose the auto focus mode and the Film Simulation look in AUTO/SP giving casual photographers a wide latitude to finetune their images.

Dedicated PASM mode selections on the main top dial also make it easier to select Program, Aperture-priority, Shutter-priority or Manual modes at the turn of a dial. X-S10 users may also save their preferred settings in any one of the four Custom Positions on the top dial. 

In addition to the new dial functions, a revised button layout at the top and back plates make it easier to operate the X-S10 with a single hand. Dedicated ISO and Q buttons, now positioned on the top plate, in combination with a larger, exposed rear command dial, makes ISO adjustments and menu shortcut selections more straightforward than ever. 

The X-S10’s highly useful rear joystick can be programmed to either zoom into or navigate through focus points. While a new function button beside the 2.36-million dot 100fps maximum refresh rate Electronic Viewfinder (EVF) adds further customization options for various functions and features of the X-S10. 

The full-featured vari-angle 180-degree articulating 3.0-inch touchscreen LCD of the X-S10 is extremely useful in either photo or video use. Its ability to pinch and zoom, select and shoot focus points and navigate through menu selections, makes the X-S10 easy to learn and manipulate through its various uses.

A pop-up flash comes in handy for those moments that need additional light to enhance a scene. While a multi-function USB-C port allows for live use charging. It is also a means for fast data transfer and headphone use via an accessory adapter. 

These new ergonomic and design changes make photographing landscapes with clarity and vivid colors, making portraits with beautiful skin tones, or creating evenly balanced images in back-lit conditions  possible, regardless of skill level or camera brand affinity. 

Streamlined for Speed

The X-S10’s high-speed AF and AF-tracking performance with the X-Trans™ CMOS 4 sensor’s 100% coverage 2.16 million phase detection pixels, and the X-Processor 4’s proven computing power, provide quick and accurate autofocus results. When mounted with the brand new XF 50mm F1.0 lens, the X-S10 can achieve focus in as fast as 0.02 seconds and  in some cases, even at -7.0 EV. 

Much like the X-T4, the X-S10 is also equipped with high-precision Tracking Auto Focus for moving subjects and Face/Eye AF function to track a subject’s face and eyes. Blackout-free high-speed burst shooting of 8fps with the mechanical shutter, 20fps with the electronic shutter without cropping and 30fps at a 1.25X crop with the electronic shutter are all realized with the X-S10. Capturing crucial moments in glorious detail has never been this easy. 

Standout Video Capabilities

Like the X-T4, the X-S10 has independent still and movie menus that separate settings between photo and video functions of the camera. The X-S10 generates 4K video from the amount of data equivalent to 6K to ensure the footage is high in resolution and  low in noise. It supports recording 4K/30p 4:2:0 8-bit video onto an SD camera inserted in the camera while it  outputs 4K/30p 4:2:2 10-bit video via the mini-HDMI port.

The X-S10 is also capable of high-speed full-HD recording at 240p, producing up to 10x slow motion footage of a fast-moving subject. In addition to X-S10’s IBIS, its Digital Image Stabilization (DIS) mode will powerfully compensate for any camera shake even when walking with the camera. Adding IS Mode Boost provides even more stabilization, nearly eliminating camera shake when it is used from a fixed, hand-held position. 

With a dedicated movie recording button on its top-plate, X-S10 lets hybrid shooters start recording video even while they are creating still images. Exposure and focus settings are automatically recorded in AUTO mode as the focus mode switches to Continuous AF.

The X-S10’s has also adopted a new body cooling construction that dissipates heat faster. This allows the camera to shoot longer in 4K30p for up to 30 minutes. 

Stellar Color Rendition

Fujifilm Film Simulation modes were created to celebrate the history of photographic film by digitizing some of the industry’s most iconic analog films. The X-S10 features 18 exclusive modes that enhance a photographer’s creativity and expression using various color and tonal subtleties. One of the newest Film Simulations is ETERNA Bleach Bypass, which creates a beautiful, desaturated, high-contrast look. 

Expressing one’s self with the look and feel of assorted filmstocks is what shooting with Fujifilm experience is all about.  With the ability to use any of the Film Simulation modes in both photo and video creation, X-S10 users will appreciate the look of their output straight out of the camera. 

The all-new black body only X-S10 will be available starting mid-November with a variety of lens kit options.

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