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CP+ 2019 Panasonic interview: ‘We’re proud of our cameraness’

12 May

The CP+ 2019 trade show in Yokohama, Japan, gave us the chance to speak to most of the major camera makers. Panasonic put forward an extensive team to discuss the company’s move into the full-frame market.

  • Michiharu Uematsu – Technical PR Adviser, Merchandising Dep., INBU
  • Tetsuya Uno – Group Manager, Optical Engineering Dep., INBU
  • Koji Shibuno – Manager, Software Engineering Dep. Key (responsible) engineer of AF engineering, INBU
  • Takayuki Tochio – Senior Coordinator, Product Engineering Dep., INBU Key engineer of Picture Quality
  • Hidenari Nishikawa – Senior Coordinator, Merchandising Dep., INBU
  • Shiori Kitaoka – Senior Coordinator, Communication Dep. CMD

Please note that this interview was conducted partly via an interpreter, and has been edited for clarity and flow.


How different is it to design a lens for a much bigger sensor? What are the challenges?

When we’re designing a lens, we look first at the most important properties: sharpness, transmission, distortion, vignetting, CA. But there are also some things are not measurable, quantitatively, such as bokeh. These are the ‘taste’ of the lens. So we need to understand this.

We assess bokeh at various distances. With Micro Four Thirds, the depth-of-field is deeper, relatively speaking. It’s obvious where the tack-sharp range is and where is the ‘big bokeh’ [significantly out-of-focus area] range is. But now, for the full frame we need to consider the intermediate range: the ‘small bokeh’ area. It could be around the focal plane: that may already begin to be defocused with a full frame sensor.

We’re constantly developing this to ensure the perfect ‘taste’ to our S-series lenses

We segment with depth: for the big bokeh area we want the beautiful bokeh with no onion ring effect and no unpleasant vignetting [of the bokeh: the ‘cats’ eye effect’]. We need to have smooth vignetting from the center to edges, with circular bokeh in the center and a smooth progression to non-circular bokeh near the corners.

With the small bokeh [transitional] area we think about the double-line bokeh: which is considered a ‘busy’ bokeh effect. Around the focal plane area the transition between tack-sharp and out-of-focus is very important.

We needed a way to quantify and evaluate these usually qualitative aspects. This feeling when we look at the picture, we need to calculate or transfer those parameters to the quantitative evaluation.

We’re constantly developing this to ensure the perfect ‘taste’ to our S-series lenses.

How well can you model bokeh or do you just have to build a sample lens and test it?

Thanks to very good simulation system we can roughly predict what the bokeh will look like beforehand. We create a prototype model but there can be gaps between what we expected from the simulation and exactly what we made, so we iterate with creation of the prototypes. So we model, create pre-production samples, evaluate and adjust before making another prototype model.

We firstly simulate a typical value of what we’d like to develop, then we can simulate the differences made by manufacturing tolerances, so we can predict those as well.

What are the challenges of making larger lenses with the high speed AF performance we’ve seen in Micro Four Thirds?

In terms of the mechanical part of the lens, we have a newly-developed double focus system and ultrasonic assist system. We have the double focus system in the 50mm lens and ultrasonic assist in the 24-105mm and 70-200mm.

In our double focus system, we have two groups of lenses which move independently for autofocus. Because we’ve separated the two groups, we can broaden the freedom of the development to give the best image quality and fast autofocus. Because we divided the AF into two, each group ends up being lighter, so they’re faster, too.

We have a newly-developed double focus system and an ultrasonic assist system

For the ultrasonic assist, it’s a new addition, on top of the linear focus actuator. The system keeps the lenses moving constantly, so that they don’t have to overcome ‘stiction’ [the friction that needs to be overcome to start moving] before being driven to the correct location. This means the force needed to drive the lens is much less. So we have an ultrasonic system moving the lens a matter of nanometers, to ensure the lens isn’t having to move from a dead start each time. It’s a small enough vibration that you don’t see it as AF wobbling.

Have you shared your DFD technology with Sigma and Leica?

The autofocus system protocol between the body and the lens is standardized in the L-mount alliance. So the other alliance members know what information the autofocus system needs. Beyond that it’s up to the individual lens businesses whether they include that information to be fully compatible. It’s up to them what they implement.

How do Leica L-mount lenses behave on the S1 and S1R?

Because this [DFD information] is already included in the protocol standard of the L-mount alliance, they already know how the body can command the lens to work.

The protocol hasn’t changed: L-mount lenses that already exist should work in the same way as our new lenses. The protocol was already fixed when Leica started it as the SL system. Of course we’re working on it all the time so it may be upgraded at some time, but for now it stays the same.

How does Panasonic plan to balance its resources between L-mount and Micro Four Thirds?

Because this was the launch of the S-series, we put the maximum effort into the S-series, including lenses. But you already know that we’re developing the 10-25mm F1.7 lens for Micro Four Thirds, that’s coming soon. So of course we are developing both S-series and G-series at the same time.

The forthcoming Panasonic Leica DG Vario Summilux 10-25mm F1.7 is supposed to show the company’s continued Micro Four Thirds ambitions.

Has the expansion to a new system involved any expansion of engineering or manufacturing capacity?

We have optimized our human resources internally so that we can develop both S series and G series to the highest standard.

The S1 video spec is good but not up to GH standard. Do you see L-mount making sense for pro/semi-pro video?

First of all, let us confirm the concept of these cameras: the S1R is for the professional photographer while the S1 is for the hybrid stills and video photographer, so the concepts of those models are a little bit different. This might be why the spec is not beyond the GH series.

In the future, we’d like to consider the users’ needs: it’s open to users’ feedback.

Do you feel there’s an advantage to Micro Four Thirds, when it comes to video?

There are many categories of video shooters from broadcasting or run-and-gun, through to cinema and creative videography. If we are thinking about broadcasting or run-and-gun videographers, there may be some advantage to the small, compact and lightweight combination. That’s the first benefit, compared to the larger sensor system. Image stabilization and overheating will be less of an issue, compared to full-frame sensors.

The degree of [creative] freedom broadens if you use a larger sensor, so maybe the cinema type of videographer would prefer the larger sensor, such as full frame. Maybe for cinema it’s better to take full frame.

Was EVA-1 level videography considered when developing the L system and its lenses?

Of course we have been discussing with professional camcorder team as a fundamental part of the engineering, but we haven’t discussed deeply how we might create such models. We’re not discussing which mount would be used for the coming product.

Of course we don’t disclose any further product information. At this point we don’t have any future information we can disclose.

Panasonic talks about the ‘cameraness’ of the S1: the degree to which it feels like a camera

You’re arriving in a very crowded sector of the market. What is it you think Panasonic can uniquely bring?

Firstly, cameraness: the interface, in terms of both hardware and software [making the device feel like a camera]. If you look at competitor models, they’re very innovative cameras but they’re having some negative comments in the market that the grips are smaller than expected or that the interface is [too] cutting-edge, leaving people confused when they first try to use them. We listened to a lot of customers’ feedback to create the S-series, so we designed the position of buttons, shape of buttons and also the menu settings accordingly. We’re proud of this cameraness and the interface, first of all.

In terms of features, we have the high resolution mode, which is number one in the market and Dual IS that gives up to six stops of stabilization. 4K/60p is a feature only we have in the full frame market and the electronic viewfinder is really high resolution: that too is number one in the market. This isn’t everything, of course, but we can offer all those functions and features, to even professional users so that they can easily come to our system and start using them for their professional work.

Also our HLG Photo mode: this comes from our background in videography and this allows for a new photographic style.

What does HLG mean for stills photography: what happens next? Editing tools for HDR images?

The editing, as you say, and the public awareness are important in the near future. Firstly we’d like everyone to try the HLG HDR photos, where people can have a [means] of expression beyond the standard definition.

In terms of editing, we are co-working with an alliance: we’re trying to find a solution to edit HDR images. On the technology side we’d like to be at least one step ahead of our competitors, so we will keep improving the image sensor technology to be capable for the high dynamic range world.

Of course we’re one of the few companies that can create HDR TVs as well as cameras, so of course we’re working with [our] TV business group. That way you’re not only shooting but can also display and view HDR images in the best possible environment.

For the HDR Photo style we’re working to have a wider [DR] option so that you can be really creative when shooting HLG photos.


Editor’s note

This meeting was a mixture of briefing and interview, which is why some of the answers are quite long and detailed. The upshot of this is, perhaps, that you don’t have to read quite so closely between the lines to see the message Panasonic wants to send. My own interpretation of it would be ‘we’re not just an electronics company: we care about even the most subtle aspects of image quality.’ Or maybe that’s just my response to hearing the word ‘cameraness’ again.

The thing I haven’t been able to capture in the text is the slide Panasonic showed me about the autofocus hit-rate they measured when shooting their cameras side-by-side with phase-detection-based rivals. The testing protocol wasn’t fully disclosed, but it showed their products delivering a hit-rate comparable to some pretty good cameras, and even out-performing phase-detection systems when the subject gets close to the camera.

My own interpretation of it would be ‘we’re not just an electronics company: we care about even the most subtle aspects of image quality.’

This is something we’ll be looking at as we test the S1 and S1R, because the general perception of DFD is that it’s flat-out inferior to phase-detection. This isn’t helped by the visually disturbing ‘flutter’ as the cameras try to maintain focus on moving objects (an effect made more dramatic by the high res viewfinders and shallow depth-of-field of the lenses on the S cameras).

Overall, though, it’s clear that Panasonic wants its S1 and S1R to appeal specifically to professional stills photographers. When it comes to video, the company’s plans seem less well-developed. For now, at least, it seems that Panasonic sees the GH series as its main video/stills camera platform.

Articles: Digital Photography Review (dpreview.com)

 
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Photokina 2016 interview: Victor Hasselblad would be proud

28 Sep

Ove Bengtsson looks relaxed despite the scrum taking place around him on the Hasselblad booth. Photo enthusiasts jostle to see the company’s latest products while a professional photographer demonstrates various techniques and, no doubt, advantages of the Hasselblad system to a growing crowd, but he seems content to stand back and watch, the hint of a smile on his face.

‘The reception and the amount of people asking about the X1D is fantastic,’ he says: ‘There have been no negative comments, everyone seems so impressed.’

‘Of course not everyone here is going to be buying an X1D but they all seem to like the camera, like the way it feels. It’s hard to really demonstrate the image quality but when we say it can produce the same image quality as our H6D-50c, they are astounded. It uses the same sensor, the same image processing system and the lenses are equally good. It’s professional quality medium-format in a very small package.’

‘We had a projection for how many we’d sell in the first year and we’d passed that number in the first ten days.’

It’s been a similar story when photographers have had the chance to shoot with it, he says: ‘We have had a few photographers amazed at how small the camera is, how amazing the image quality is and how well the AF works, when you see it, not a lot of people have been able to use it properly, yet, but there are a number of cameras out there now and all the reaction has been very positive.’

And the reaction goes beyond passing compliments: ‘Already at the launch event we were already starting to take orders. We had a projection for how many we’d sell in the first year and we’d passed that number in the first ten days.’

Ove Bengtsson, shot using a pre-production X1D under the rather challenging, unflattering lights of the Photokina exhibition hall. 90mm lens, hand held at 1/100th sec, ISO 3200, F4.5. Manual focus. Processed through Phocus software at default settings, one dust spot removed.

In the hand, the X1D is an impressively dense, solid-feeling camera, even in comparison to professional DSLRs: ‘The body is made in three parts, all machined from a block of aluminium,’ Bengtsson explains. And this sureness in the hand is one aspect of making the camera easy to shoot with: ‘Due to the fact we don’t have any moving parts and we use an in-lens shutter, there’s nothing to introduce vibration. One of the photographers shooting with the camera to prepare for the launch event produced images shot at 1/8th of a second with a 45mm lens. That’s with good technique, of course, but I was very impressed by how good it looked.’

But the construction of the camera has a further advantage, Bengtsson says: ‘As well as the way it feels, it’s also good for transferring heat from the sensor. We have a tight connection between parts, which also helps transfer heat away from the processor – it’s an efficient way of minimizing problems with internal heat.’

‘Of course, when a product gets warm it uses a lot of energy. It drains the battery faster. Because of the amount of data we’re dealing with, the processors can become very warm. We have a thermal shut-off if the internal temperature gets to 70C, both to protect the sensor and to avoid the additional noise it would produce, but it’s mainly to protect the components.’

‘We had some experience of dealing with this sort of issue in past generations of our H series cameras. We used a fan in the H3D but were able to move to a passive system of thermal management in newer models that actually worked better, so we had some experience we were able to use. We knew what to do and also what not to do.’

‘It looks like [Fujifilm] has done some very good things, but I think their camera is very different from ours.’

Bengtsson goes to some lengths to stress that this X1D is the product of the company’s in-house expertise: ‘There have not been collaborations on this camera: we’ve developed the whole camera in Sweden, including the electronics. In terms of lenses, we have worked with a Japanese company. We design all the lenses but they do the actual manufacturing. To our specifications, of course.’

Interestingly, he’s happy to name that company. ‘It’s a company called Nittoh. They don’t sell lenses under their own brand but they make a lot of lenses for a lot of companies. We have a long history of working with them. The X-Pan, for instance, was Hasselblad’s first collaboration with Fujifilm but it was actually made by Nittoh, so we knew they’re really good. They are really good and we were extremely happy to get them.’

On the subject of Fujfilm, Bengtsson seems sanguine about the company’s sometime partner creating a mirrorless medium-format rival: ‘It looks like they’ve done some very good things but I think their camera is very different from ours.’

‘I think when looking at these cameras, they’re actually very different. The X1D is much, much smaller. It doesn’t perhaps have all the features – I suspect they’ll bring a lot of technologies across from their X-T cameras – but theirs is bigger.’

‘I think they’ll appeal to different people. If you’re looking for specs and features, the Fuji might be a good choice. But if you want something that feels good, maybe this is the one you buy. They use the same sensor, so they’ll probably come pretty close in terms of image quality but maybe our quality will be a bit better.’

The XCD 30mm F3.5, the third lens for the X1D camera, was on show at Photokina. This is a 28mm F2.8 equivalent in ‘full frame’ terms.

‘The best thing about having two cameras is that it gets more people talking about medium-format. When medium-format went digital it became so expensive. It was out of the reach of most people, it was on a different planet.’

‘We already have a certain reach to particular customers, particularly those who already use our system, but having competition will make the whole segment bigger.’

There’s a clear benefit for existing Hasselblad users, he explains: ‘H system camera users can buy an adapter to use all our other lenses, currently without autofocus. That’s something that might come later, but no promises. This means there are sixteen lenses, including the three native ones, that can be used.’

‘We don’t expect people to buy H system lenses to use with this camera, but we think some existing H system users will use it as a second camera.’

There’s no prospect of being able to adapt Fujifilm GF lenses, though. ‘Our camera doesn’t have a shutter mechanism, the shutter is in our lenses.’ But it’s unlikely that many people will be looking to adapt lenses to the X1D, he suggests: ‘I fully understand the appeal if you have a small camera of putting on cool other lenses, but there are very few that will cover the full sensor of this camera.’

In addition to the X1D, Hasselblad is showing its concept of a modern modular camera. ‘It is just a concept at this stage,’ Bengtsson is at pains to stress: ‘We involved our design team and made sure it’s possible, but what you see on the show floor is a model made by a company that specializes in making models.’

The V1D concept harks back to the company’s famous V series cameras but for now is purely a design study aimed at gauging interest.

‘We often hear the old cameras, the V system, were fantastic. We wanted to see if we could do something more modern. The thing people liked about the V-system was that it was modular, that is wasn’t a fixed camera. We wanted to see if we could do something more modern in that direction, modeled with a similar sort of modular design’

‘The modularity is in the screen and the EVF. You can move the screen, you can replace it with an electronic viewfinder instead. There’s a grip that you can mount on either side and aperture and shutter speed dials you can mount on either side. You don’t have to have both – you can choose.’

‘You will also be able to buy extra modules,’ he says, before he recognizes that his enthusiasm is running away from him: ‘Well, if we do it.’

‘We’d start with something very basic, just one screen and an aperture dial, for instance.’

‘As technology evolves, you can update to get a better display or perhaps a faster or more flexible EVF. That’s the nice thing, you’re not locked-in to current technology. That was the heart of the appeal of the V system, you can even now put a digital back on a camera from 1957 and make it digital.’

‘If you really love photography it can be better to have a slower camera. It makes you think about each photograph’

‘The response to this has been really good too. I’ve heard a few people say it’s the biggest thing a Photokina.’

‘One thing I think people are understanding is that if you really love photography it can be better to have a slower camera. It makes you think about each photograph and stops you taking 400 photos every time.’

Bengtsson is fully aware that positive comments don’t always turn into sales: ‘The tricky question is: would you buy it for €12-15,000? Some people will say yes but we’ll have to look at how big the market would really be. After the show we’ll start to summarize what the sales people have heard, but the general response is that it’s really cool. Photokina is a good place to find a lot of input.’

Like the original V series cameras, the V1D concept would be modular, and would allow users to add only the features they wanted.

The reaction from the crowds is very different from the bemusement being expressed four years ago, when Hasselblad displayed the first fruits of a collaboration with Sony. ‘I remember it very well. It’s not something we’re very proud of. I wasn’t involved very closely – it was controlled by the management at that time. It was mainly the work of an Italian design company and Hasselblad in Sweden wasn’t very involved in the process.’

‘The idea of trying to find a product that appeals to a wider audience was a good one, but the product wasn’t anything near Hasselblad: it lacked authenticity and any connection to the brand.’

‘We were in a position where we were buying a camera from Sony at a high price then taking it apart and adding things like exotic wood or carbon fibre but we didn’t change anything in its characteristics. It’s still the same NEX-7 controls and image quality and, of course, all of our customers saw that.’

‘We had a divided stand that year, Lunar on one side and our medium-format products on the other. We were also launching the H5D but many people didn’t really notice that. The first few days we weren’t allowing the people on our stand to talk about that it was a Sony, it was ridiculous.’

‘It wasn’t us and we had to pay a high price
to realise it was a mistake.’

‘We reached a much lower number than we’d anticipated. The later model, the Stellar, had a more reasonable price and didn’t look so extreme so that actually sold quite well.’

‘It wasn’t us and we had to pay a high price to realise it was a mistake. It shows that you should always be honest with what you do and never try to fool people.’

‘I think Victor Hasselblad would have been rotating in his grave.’ But that’s not the case now, Bengtsson says: ‘I think he’d certainly approve of the X1D. It’s a small camera with excellent image quality. It’s exactly what he would have wanted. Just as the V series was exactly the camera he wanted to make – he was a bird and landscape photographer – I think he’d be proud of the X1D.’

And Bengtsson believes the new products will help perpetuate that legacy: ‘we could have ended that history, the direction we were going, I think these products will lift us again.’

Articles: Digital Photography Review (dpreview.com)

 
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At The Hops: 9 Loud & Proud Rock ‘n’ Roll Beers

07 Oct

[ By Steve in Design & Graphics & Branding. ]

rock 'n' roll beer
If a party ain’t a party without beer and rock ‘n’ roll, then beer brewed by, for & about rock ‘n’ rollers is practically a party in a keg, bottle, can or case!

Iron Maiden’s TROOPER Ale

TROOPER Iron Maiden beer Bruce Dickinson (images via: The Sun/News Group Newspapers Ltd. and WW2 Talk)

Iron Maiden beer? Excellent! Bill & Ted references aside, TROOPER is a premium ale inspired by the legendary British heavy metal band and handcrafted at Robinsons brewery in Stockport, UK. “I’m a lifelong fan of traditional English ale;” explains Bruce Dickinson, Iron Maiden’s lead vocalist. “I thought I’d died and gone to heaven when we were asked to create our own beer.”

Iron Maiden TROOPER ale(images via: Rock Video Fever!, Blabbermouth and Dementesx)

Dickenson, a real ale enthusiast in his spare time, visited Robinson’s a number of times during the ale’s development period. “Their magic has been to create the alchemical wedding of flavour and texture that is TROOPER,” enthuses Dickenson. “I love it.”

TROOPER Iron Maiden beer (image via: Facebook/Iron Maiden Beer)

According to the product page at the Robinson website, TROOPER ale exhibits “malt flavours and citric notes from a unique blend of Bobec, Goldings and Cascade hops (that) dominate this deep golden ale, with a subtle hint of lemon.” TROOPER’s distinctive label features a unique version of band mascot Eddie decked out in a tattered Crimean War uniform, evoking Iron Maiden’s song TROOPER from which the ale got its name.

Miles Davis’ Bitches Brew

Dogfish Head Bitches Brew beer (images via: Drink Philly and By The Pint)

Miles Davis’ Bitches Brew beer from renowned craft brewer Dogfish Head was released in June of 2010 to commemorate the 40th anniversary of Miles Davis’ seminal album of the same name. According to the reverent brewer, limited edition Bitches Brew is “a bold, dark beer that’s a fusion of three threads imperial stout and one thread honey beer with gesho root, a gustatory analog to Miles’ masterpiece.”

Dogfish Head Bitches Brew beer (image via: Daily Beer Review)

Bottles of the 9% ABV beer feature the 1970 album’s iconic artwork created by the late Mati Klarwein. Delaware-based Dogfish Head introduced Bitches Brew during “SAVOR, An American Craft Beer & Food Experience,” held at the National Building Museum in Washington DC on June 5th, 2010. Two 40th anniversary editions of Miles Davis’ Bitches Brew were produced: a Legacy Edition and a deluxe Collector’s Edition.

KISS Destroyer

KISS Destroyer beer (images via: Mason Hell – Cat’s Beer Blog, Kissopolis and Frozen Summers)

Gene Simmons has earned a legendary reputation as a relentless merchandizing machine so it’s no surprise he’s branded beer with the familiar KISS iconography. It’s not even a surprise he’s done it twice, the first time being in 1996 when cans of KISS pilsner were produced in the Czech Republic to help promote the band’s ALIVE/WORLDWIDE tour concerts in Prague.

KISS Destroyer beer can(image via: Badger & Blade)

This time, however, the band is aiming for world drinking domination on two fronts: beer and wine. Released in 2010, Kiss Destroyer Beer is a German-style brew (that’s made in Sweden) available in cans and bottles. Along with the beer, KISS is also releasing Kiss Zin Fire wine, because the KISS Army is evidently exploring more mature tastes these days. “This isn’t just something we put a label on. We wanted wine and beer unique to KISS and we got it,” explains band guitarist (and non-drinker) Paul Stanley. “This stuff will set your taste buds on fire.” Or so he’s been told.

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[ By Steve in Design & Graphics & Branding. ]

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How To Create Photography Website That You Can Be Proud Of

01 Dec

Without this post you will either overpay for your photography website or perhaps just go with the solution which is at best “okay” rather than “outstanding“. In fact there are lots of “IT guys” among photographers, but still the vast majority doesn’t have any clue about where to start. And so it happens: You stumble upon a brilliant photo and Continue Reading

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