Premista Series of zoom lenses for cinema cameras wins Silver in the internationally-prestigious IDEA Awards

TOKYO, September 13, 2022 – FUJIFILM Corporation (President and CEO, Representative Director: Teiichi Goto) is pleased to announce that its Premista Series of zoom lenses for cinema cameras has won the Silver Award in the International Design Excellence Awards (IDEA) 2022, organized by the Industrial Designers Society of America (IDSA). Six other products, including the mirrorless digital camera “FUJIFILM GFX100S/GFX50S II” and mobile X-ray fluoroscopy system “FUJIFILM DR CALNEO CROSS,” were selected as finalists^*1.

The IDEA is an international design award program established in 1980 by the Industrial Designers Society of America (IDSA). It is considered as one of the world’s three major design awards alongside Germany’s “iF Design Award” and “Red Dot Design Award.” The IDEA examines entries based on strictly defined criteria including design innovation, user benefits and social impact, and selects Gold, Silver and Bronze award winners.

In developing a variety of products and services, Fujifilm pursues functionality and performance, while also striving to achieve design that takes maximum advantage of functional excellence. In the latest IDEA Awards 2022, the company’s Premista Series of zoom lenses for cinema cameras won the Silver Award out of some 1,600 entries submitted from around the world. This is Fujifilm’s fourth consecutive win in the IDEA Award since 2019.

In addition to creating beautiful external designs, Fujifilm is working to create new product value by developing designs that realize simple and comfortable operability and portability.

• *1 Entries that have passed the primary screening to become candidates for Gold, Silver and Bronze awards.

“FUJINON Premista19-45mmT2.9 / 28-100mmT2.9 / 80-250mmT2.9-3.5”

The Premista Series are zoom lenses compatible with cinema cameras equipped with a large format sensor^*2, capable of premium-quality cinematography. The Series delivers outstanding high resolution, natural and beautiful bokeh and rich gradation with HDR (high dynamic range). The lineup includes wide-angle, standard and telephoto lenses that share design features such as the locations of iris, focus and zoom rings. With these three lenses, focal lengths from 19mm to 250mm can be covered, thus reducing the need to switch between lenses for fast and efficient cinematographic workflow.

• *2 Large image sensors that measure 43.2-46.3mm diagonally. Sensor is larger than the super 35mm sensor, which is the standard format for cinema cameras.

• * Please note that the contents in this website are current as of the date of the press announcement and may be subject to change without prior notice. Information in each release, including the product availability, specification, prices, contacts, are those at the time of publication.
• * This news release is issued by FUJIFILM Holdings Corporation in Japan. Fujifilm makes no representation that products on this news release are commercially available in all countries and regions including the US and EU. Approved uses of healthcare products vary by country and region.