Fujifilm X-T50 — 72 Hours In
Photography and film for Fujifilm UK — the new X-T50 in authentic use across the 72 Hours In travel guide series, produced through Compendia Studio.
I collaborated with Fujifilm to create a suite of video and photography assets showcasing the new X-T50 camera as part of our 72 Hours In travel guide series. Using our city trips as the backdrop, we documented the X-T50 in authentic use — capturing the process of shooting guides with Fujifilm while a second videographer filmed me in action. A layered approach that demonstrated both how Compendia makes content and how the camera handles real working conditions.
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Cambridge, 72 Hours In city series
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2025
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Photography, film, art direction
The brief
A long-running brand partnership with Fujifilm UK, built around the launch of the X-T50. The brief was to show the camera in authentic working use rather than studio-lit product shots — to demonstrate how a working photographer actually picks it up, where they take it, and what it does when it gets there.
The 72 Hours In series gave the natural backdrop. Compendia's city guides involve the kind of mixed, on-the-move shooting the X-T50 was designed for — cafés, interiors, street scenes, portraits, food, light shifting through the day. Showing the camera in that context made the product story do double work: it positioned the X-T50 as a serious working tool and surfaced the camera's defining features through real use — the dedicated film simulation dial, interchangeable lenses, lightweight body.
Designed for beginners and intermediates but built to take a working photographer's day, the X-T50's range needed to be visible across both lifestyle storytelling and cinematic assets. The deliverables: professional video and stills for Fujifilm UK's official channels, alongside organic shot on Fujifilm placement across the Compendia ecosystem.
The work
A layered shoot. I was using the X-T50 to make the actual 72 Hours In guide content — the photographs that would run in Compendia editorially. At the same time, a second videographer was filming me using the camera, capturing the mechanics of working with it. The product was being demonstrated and the content was being made in the same frame.
This is meaningful for Compendia as a partnership because Fujifilm has been my working camera system for over five years. Most of Compendia's content has been made on Fujifilm bodies. So the collaboration wasn't a brand fit on paper — it was the working relationship the studio already had, made formal.
The X-T50's smaller body is what makes this kind of layered, low-friction shooting possible. Less imposing, faster to bring up, easier to keep on you all day. The film simulation dial is the difference between editing in the evening and shipping at the café.
Credits & collaborators Production · Compendia Studio · Client team · Fujifilm UK
Outputs
For Fujifilm UK: Professional video and stills delivered to the brand's official channels — used across product marketing for the X-T50 launch.
For Compendia: Organic shot on Fujifilm placement across the 72 Hours In series, with the Fujifilm credited as the working camera body throughout the editorial.
The result
A meaningful partnership with a brand I've trusted for over five years. The content lives across Fujifilm UK's marketing and the Compendia editorial, with the working relationship now established for future product launches.
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Compendia Studio led the partnership end-to-end — pitched the concept to Fujifilm UK, produced the shoots, directed the photography and film, and delivered both the brand assets and the editorial placement. Most of Compendia's brand partnerships are run this way.
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Yes. Compendia Studio takes on a small number of long-form brand partnerships each year, where the studio's editorial work and the brand's product or campaign sit together. Past partners include Fujifilm UK, Naturalmat, Aesop, Lavenham, and The Hoxton.
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A multi-day shoot, hybrid film and digital, both stills and short-form film, delivered with editorial copy where useful. Outputs typically split between the brand's owned channels and organic placement across Compendia. Lifestyle photography, product photography, and travel editorial threaded together.
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Yes. The 72 Hours In format is the framework — three days, one city, a brand woven through the editorial. It works for any product or service that benefits from being seen in real, working use rather than studio-shot context. Lifestyle, fashion, fragrance, hospitality, and travel brands are particularly well-suited.
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Sam Harrons is a Norwich-based interdisciplinary creative working internationally on product photography, lifestyle photography, and brand storytelling commissions through Compendia Studio. Selected clients include Fujifilm UK, The Hoxton, Inhabit, 25hours, Naturalmat, Aesop, Lavenham, and Bellroy.
About the photographer
Sam Harrons is a Norwich-based interdisciplinary creative working internationally across photography, filmmaking, art direction, and brand-building since 2012. Selected clients include Fujifilm UK, The Hoxton, Inhabit, 25hours, 1 Hotel, Naturalmat, Aesop, Lavenham, Bellroy, Plumo, and 3daysofdesign. He founded Compendia, a design-led editorial platform and content studio.