FUJIFILM, with its business mainly focused on film media, faced its greatest challenge with the decline of demand on film, and with the spread of the smartphone, the digital era took over. By then the supply of film was hitting almost zero by the year 2010.

As a breakthrough, FUJIFILM switched their business model to the digital mirrorless camera. Though many believed it wasn’t fit for professional use, FUJIFILM invested in its possibility. And launched the sales of its first camera, “X-100”. And by 2017 to everyone’s surprise, it 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.

‘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. Fujifilm has welcomed the selected 16 prominent photographers from MAGNUM photos, for this project to appreciate the true value of photography in digital environment. Founded in 1947, MAGNUM has been influencing the world greatly through photojournalism. This project presents photography from a variety of unique approaches by these 16 photographers with HOME as their theme.

The HOME project consists of three world wide actions.

The first action is Photo Exhibitions around world. It started on March, 2018 in New York and this tour has been on-going in major cities around the world. Fujifilm wanted to create a physical experience to appreciate what photography conveys.

The second action is to produce a perfect photo book to provide a chance to feel the presence of a book. The book is furnished with high class design and high-quality binding. It is a masterpiece with just 7,000 limited print editions.

As a third action, we made documentary movies of each of the 16 photographers. It was shot on 4K resolution and published on YouTube. These Movies are impressing many people with their behind the scenes showing the photographer’s passion. All the actions are carried out for one objective, to show the power of photography.

We believe wholeheartedly that the physical context plays a stronger impact that inspires real emotion. The project is successfully carried out with remarkable numbers. Photo book 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