Hasselblad H4D 40 and H4D 50 Launch at The Pro Centre, London.

On Wednesday the 10th of February, Hasselblad launched their new range of cameras at 50 locations worldwide. I attended the launch at The Procentre, one of London’s largest rental companies and was immediately impressed with the new range of cameras. The launch was very well attended and everything was laid on to have an enjoyable and informative session. The build quality of the cameras was everything you would expect from Hasselblad. There were no noticeable differences between the H4D 40 and the H4D 50 and they both handled equally as well. The main new feature of the cameras was the True Focus button which is situated near the shutter button. Hasselblad’s revolutionary “True Focus” has made the camera much easier to handle and the focusing was as fast as a top of the range DSLR but obviously the picture quality is twice as impressive due to the sensor being twice the size. I love working with the large files that medium format digital provides. The ability to crop into an image, without rendering your file too small for stock library submission, is a major plus point. I’ve done most of my stock work on a Nikon D2X but I’m unable to crop satisfactory, due to stock submission guidelines and image quality. Serious stock shooters will be looking towards medium format digital in increasing numbers I believe.

Below are some of the example’s of images I took at the launch. A couple of the images have been cropped heavily and all have been slightly tweaked in the Phocus software that Hasselblad provided. Phocus has also improved and is becoming one of my favorite pieces of software. You very rarely need to use Photoshop now, which is testament to how good Phocus has become.

This still life was with the H4D 50

This was with the H4D 40.

The following set of images were of the model, Zoe Cornwall, who was excellent to work with. It must be very daunting for a model to perform at an event where there are so many photographers but Zoe was at ease immediately and proved to be a fantastic model for the day.

All the model shots were on the Hasselblad H4D 40. The H4D 50 was in great demand elsewhere !

Hasselblad will be staging further “hands on days” in the future and I’d advise all photographers to have a play with these great cameras.

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