Film Simulation

The ‘Look’ That Wins Your Heart


When we watch a movie, the first thing we notice is the visual aesthetic, even before we connect with the actors or story. This is called the ‘look’ and it differs from movie to movie, often staying with us far longer than the plot or ending. Photographs are the same. Before the subject, composition, point-of-focus or exposure, the thing that captures people’s attention is the ‘look’.

Color Science Inspired by Photographic Film


The ‘look’ is an aesthetic created by a combination of complex elements, including contrast and hue. Film Simulations offer a wide variety of looks, while maintaining an overall consistency.

Introduced in 2004, they harnessed 70 years of knowledge that had been acquired manufacturing photographic film since 1934, when Fujifilm was founded. This history and experience are reflected in the high quality of the Simulations, but rather than simply recreating analog film, Film Simulations inherit the vision of the future we strived for in the analog era. Now, with digital fine-tuning, they have reached their present forms which, like film, offer surprises and opportunities, firing the imaginations of photographers to expand their creativity.

Like dining at a restaurant where an experienced chef carefully oversees the flavors of each dish, Film Simulations allow you to enjoy the results of extensive expertise without deep photographic knowledge.


The Two Types of Film Simulation


Each Film Simulation is designed using PROVIA as a base standard, and it is easier to understand the similarities and differences among the Simulations by dividing them into two categories.

One is an all-round, versatile type. These Simulations are designed with less individuality, but with priority given to bringing out the natural charm of subjects. Therefore, they exhibit versatile characteristics widely applicable to a variety of scenarios, regardless of the individual tastes of the photographer.

The other is the individualistic, personal type. These looks match the photographer’s emotions, feelings, subject choice, and purpose to highlight and express the subject’s appeal.

Neither type claims to be the right answer. Film Simulations are merely suggestions to help broaden a photographer’s creative palette. Also, unlike replacing photographic film, no money or effort is required to choose between them.


All-Around Types

Ideal for a wide range of subjects.


Individualistic Types

Vibrant reproduction, ideal for landscape and nature.

Functions to Further Enjoy Film Simulation

© Shohei Sawada

Grain Effect


Analog film grain was not always welcomed. Grain was considered noise, and there was a desire to make it as invisible as possible – photographers preferred images with fine grain.

However, with the advent of digital technology, it is now recognized that grain can be beneficial. Since humans have difficulty perceiving texture in things that look too smooth, it is easier to discern changes in tonal gradation and three-dimensionality when grain is present. As one of the main differences in the way film and digital images look may be due to graininess, a technique was developed to add grain to digital images.

From its initial stages, which featured a constant pattern, the process has evolved to a more random distribution that naturally removes the digital feel. Now, you can choose the intensity and size of the grain pattern according to the degree of magnification and your personal taste. Much like the crackle when playing a vinyl record, when matched well with the scene being photographed, it creates a sense of nostalgia.

© Yukio Uchida

Color Chrome Effect


When you use a highly saturated Film Simulation like Velvia to photograph bright subjects with strong colors, details may appear lost. As a result, it can be difficult to perceive tones and textures, resulting in a flat image lacking in subtle texture. At times like these, Color Chrome Effect adds detail while maintaining vibrancy by naturally controlling the brightness. It is especially effective with reds and yellows.

This effect is most useful for landscapes and nature, but it can also be used for fashion photography involving brightly colored clothing, product photography with artificial and gaudy colors, and other situations where strong colors and texture coexist. In these situations, the effect adds depth.

© Shohei Sawada

Color Chrome FX Blue


Color Chrome FX Blue focuses the effect on the blue of the sky and ocean. Blue skies and oceans that look natural to the naked eye often turn white in photographs due to the direction of the light and transparency of the air. However, a photo taken outdoors on a sunny day should look blue. This effect brings back the blue that would otherwise be lost in a photograph.