Why I Chose APSC in 2025 for Professional Work?
“Why don’t you shoot full-frame?”
If I had a dollar for every time I’ve been asked that question…
Whether it’s a client, a beginner photographer, or a fellow creative, the curiosity is always the same:
“Why not Sony for the autofocus?”
“Why not Canon for the color science?”
Here’s the truth: I didn’t fall in love with Fujifilm for the specs. I started using it because it made more sense financially, and then I stayed because it just worked for how I create.
The Switch From Sony (and why it just works)
Back when I was just a hobbyist shooting with my girlfriend (now wife), I had an a7iii with a kit lens. But the moment I started looking into faster zooms or prime lenses to grow creatively, I realized the price tag was no joke. Spending $2,000+ per lens just didn’t make sense at the time.
I sold off the Sony kit and picked up a used Fujifilm X-T3, a 35mm f/1.4, and the 18–55mm zoom — all for the same price. I thought I was “downgrading.” Turns out, I was just finding a system that made sense for me.
My Current Fujifilm Setup
(these are affiliate links, with a small commission coming to me!)
Today, I shoot with two X-T5 bodies and plan to add an X-M5 soon. My kit includes:
16–55mm f/2.8 (Mk 1)
Viltrox 75mm f/1.2
Oh, and if you know Fuji — you know the grips are tiny. So yes, I always use an L-plate.*These are affiliate links, with a small commission coming to me!
Why Fujifilm Works for Branding Photography
For my work — especially branding sessions — Fujifilm delivers.
The way the camera renders the image straight out of the camera is beautiful. The slower, more deliberate experience aligns perfectly with the vibe of personal branding work. There’s something about having time to compose with intention that makes it feel more like art and less like automation.
Yes, the autofocus is slower. And yes, it’s APS-C.
But the results? Still incredible.
I shoot events and weddings too — and once you learn the system, you can absolutely make it sing even in low-light or high-pressure moments.
Educating Clients & Embracing the Fuji Look
These days, more clients are camera-savvy. They’ll ask, “Is APS-C enough?” or “Why not Sony?”
That’s when I take a moment to educate them. What matters more than gear is how you use it — and I’ve built a workflow that’s reliable, fast, and creative. The final results speak for themselves.
The Creative Feel — More Than Specs
Fuji gives me nostalgia, intention, and a sense of craft.
Shooting on Fujifilm feels less like operating a machine and more like making photographs.
Compared to spec-heavy brands, Fujifilm slows me down just enough to be more thoughtful — and that’s something I want for both myself and my clients.
Final Thoughts
In 2025, we’re overwhelmed by gear wars. But for me, Fujifilm has never been about chasing the latest sensor or the fastest AF. It’s about creating images that feel alive, honest, and intentional. Whether I’m shooting a branding session in Central Edmonton or capturing a high-energy wedding, Fujifilm delivers — and that’s why I shoot with it.