- The instax SQUARE SQ10 is the first hybrid instant camera within its range dedicated for the new square format.
- The mini 9 is the new iconic instant camera with five new colour variations with a selfie mirror and close-up lens.
KUALA LUMPUR, 16 May 2017 – FUJIFILM (Malaysia) Sdn. Bhd. proudly launched the much anticipated instax SQUARE SQ10 (SQ10) along with the new instax mini 9. The SQ10 was unveiled echoing the theme The New Shape of Creativity. The hybrid instant camera SQ10 with the new square format film instax SQUARE Film is the first hybrid camera within its range equipped with a digital image sensor and digital image processing technology, enabling greatly improved photographic image quality and image editing/processing before printing.
“We are thrilled to bring to you the latest SQ10 and it has to be said that The New Shape of Creativity is certainly a theme that resonates beautifully with this new version of the range,” says Yoshitaka Nakamura, FUJIFILM Malaysia Managing Director. “The square format of the film makes for an excellent base to bring out arty skills. This camera entices the young generation as it is interesting and attractive, especially since Social Network Service (SNS) photographs are in a square format as well.” The new system of the SQ10 also catapults the image quality of instax to the next level and allows photographers to add a creative and artistic edge to their photography with an intuitive interface designed especially for this hybrid camera.
In conjunction with the launch, a campaign dubbed Taking New Shape: Creating Journals of Journeys was developed with the help of 6 Key Opinion Leaders (KOLs): Hatta Dolmat, Charlen Tan, Ahmad Ezzrin Loy, Fara Ain, Ramona ZamZam and Angela Lieche. These artistic individuals fashioned a 5-day journal of their lives by simply using the SQ10 and its easy-to-use features. Each journal was a work-of-art and exuded individualistic creativity accented by the square feature offered.
Each of the selected KOLs had the chance to enjoy the improved image-capturing functions of the SQ10 as well as its unrivalled levels of control and ease of use. “Putting this journal
together was so much fun and exceedingly easy… especially since I had my hands full at work,” said fashion designer Hatta Dolmat. “The newly developed square format film is really exciting as it projects an artistic look and feel. I believe this format will fair very well with the young generation and photo enthusiasts. The experience of shooting with the composition suitable for the “1 to 1″ aspect ratio and then creating tangible prints using the editing and processing function makes the SQ10 that much more appealing,” he added.
Taking New Shape: Creating Journals of Journeys saw an exhibition of the KOLs’ journals displayed at the venue where guests were anticipated to be awe-inspired by the end product of the camera. The exhibition also played a role in revealing how creativity can be potentially unleashed by users of the SQ10. “The main idea of the campaign is to demonstrate how easy it is to tap our creative side although we lack the skills of a professional photographer,” noted Nakamura. “Also, we wanted to reveal how the square format can help with making photography itself simpler and every angle artistic.” The camera also gave the KOLs an edge and made art out of their lives.
The launch also highlighted the new instax mini 9. The mini 9 builds on the worldwide success of instax mini 8 as it shares the same iconic design and ease of use. The refreshed range is equipped with a selfie mirror and comes with a close-up lens. A few features equipped to mini 8 remain the same – such as automatic exposure measurement for aperture settings and high-key mode that enables users to take brighter photos, perfect for portraits.
“The instax mini range has always been a hit amongst young, budding photographers with a deft hand in creativity. This is why the mini 9 is a refreshed version of the mini 8. People embrace it as a stylish, compact camera for parties, festivals, events and days out. We want our customers to capture fun, retro prints with a simple point and shoot motion,” Nakamura highlighted. The mini 9 comes in five trendy new colors, “Flamingo Pink”, “Lime Green”, “Cobalt Blue”, “Smoky White” and “Ice Blue” designed to pique the interest of a young demographic.
*The instax SQUARE SQ10 and instax mini 9 is available at AVENUE K JAPAN FESTIVAL and Wonder Photo Shop (LG2.142 Sunway Pyramid and 1st Floor, The Japan Store ISETAN, Lot 10) until 21 May 2017 before it is released nationwide.