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FUJIFILM House of Photography
8-9 Long Acre
Convent Garden

Opening hours
Monday - Wednesday: 11am - 7pm
Thursday - Saturday: 11am - 8pm
Sunday: 12pm - 6pm

0203 486 4610

44:33 – GFX Challenge Grant Program: A Global Exhibition

01 September 2023

44:33 – GFX Challenge Grant Program: A Global Exhibition

Dive into an exhibition celebrating the works of 15 global photographers selected for the GFX Challenge Grant Program 2021, sponsored by Fujifilm. From November 2021 to January 2022, this initiative sought proposals from worldwide photographers and videographers. 

You may be wondering where the intriguing title ‘44.33’ comes from. The name, interestingly, draws inspiration from the precise dimensions of the GFX digital camera's sensor – 43.8mm x 32.9mm.

As eager aspirants poured in, outlining the visionary projects they dreamt of bringing to life with the grant, we’re more excited than ever to showcase the work of 15 talented recipients. Are you ready to witness their imaginations unfurl? 

Out of 3,000 outstanding applications, 15 were chosen in March 2022. Completed in August 2022, the projects span from captivating aerial dances to vivid night landscapes and are gracing exhibition walls this autumn. 


How many photographers applied?

We received over 3,000 applications, and the creative quality of the projects exceeded expectations. The selection was extremely difficult, but in March 2022, the grant panel selected 15 award recipients to support the production. Five recipients received the "Global Grant Award”, and the other 10 recipients received the “Regional Grant Award", as well as complimentary use of a GFX system for the duration of their project. 

The recipients had five months to work on their productions, handing them in by August 2022. The range of projects submitted was truly impressive; from dynamic aerial views of choreographers to alluring environmental portraits of those living in abandoned cities. Visit the exhibition and you might see technicolour nocturnal landscapes and majestic macro shots of insects. 

Each entry showed both an eye for artistry and technical prowess. Jin Li's 'Magical Huge Underground Space', for example, uses a long exposure to work in low-light settings and capture the hidden wonders of caves scattered throughout China. Li is currently a contract photographer for National Geographic China and has always been fascinated by the world that lies beneath the earth's surface. Throughout this project, he often places a subject within the frame to highlight the sheer scale of these incredible formations. 

Taking similar inspiration from nature-based themes in Mexico, Alejandra Rajal captures the profound impact of climate change on the Quintana Roo coast's communities through her lens. Reflecting on her photography, Rajal asserts that “our global actions have local consequences,” and it’s interesting to see this reflected in her work. Using the GFX50S II with GF45mmF2.8 R WR and GF63mmF2.8 R WR lenses, her photos weave together themes of environment, culture, and diverse realities. 

All the projects demonstrate the exceptional capabilities of the GFX range and showcase its limitless potential to illustrate an artist’s point of view with the system.


Why choose the GFX range?

Designed to elevate your digital large format experiences, the GFX cameras promise images and videos of exceptional clarity, especially in competitions where every pixel counts. All GFX cameras are built on the backbone of a groundbreaking sensor format, but the choices don't stop there. Whether you're swayed by the sheer prowess of 50MP or 100MP or are looking for specialised features like the dual shutter release of the GFX100 or the nostalgic rangefinder-style EVF of the GFX 50R, there's a perfect match for every photographer's competitive edge.

Not only are the cameras outstanding, but the GFX lenses, specifically engineered for the series, offer pristine optical clarity and precision, further amplifying the camera's capabilities. These lenses, ranging from ultra-wide to telephoto, ensure that every shot resonates with the photographer's intent, both in terms of composition and quality. In Rob Annesley’s exposition, “The Underworld”, he beautifully magnifies the intricate details of tiny ecosystems under threat using the GFX Series lenses. 

The GFX lenses, ranging from the sharp GF45mmF2.8 R WR to the versatile GF100-200mmF5.6 R LM OIS WR, offer unparalleled image resolution and detail, making them ideal for his macro photography. These tools, combined with Annesley's artistic vision developed from years as a professional musician, highlight not just the beauty but the significance of these fragile beings.  


Meet some of our talented photographers and videographers

A collective celebration of creativity and artistry in the realm of photography and videography, meet the magic-makers behind the GFX lens.  

Rodrigo Illescas

The Cathedrals of Nostalgia (2022)

Rodrigo Illescas, an Argentinian-born professor at the University of Buenos Aires submitted his striking piece 'The Cathedrals of Nostalgia'. 

Using the GFX100S camera with the GF45mmF2.8 R WR and GF63mmF2.8 R WR lenses, his project centres around environmental portraits of residents living in an abandoned village near Buenos Aires. His photos capture the beauty of the Argentinian landscape and the absence of urban life in the village.


Photo of an abandoned Argentinian village


Maria Lax

Night Rising

Unveiling secrets of the night through 'Night Rising,' photographer Maria Lax, armed with the GFX100S camera and lenses GF32-64mmF4 R LM WR and GF45-100mmF4 R LM OIS WR, employs vivid colours to transform our perception of nocturnal landscapes. 

Lit with precision, her images conjure science-fiction-esque scenes, while her exploration of darkness sparks imaginative freedom. This series, featuring remnants of a plane crash, portrays an explorer in a lost world. Originally from Finland London-based Maria Lax, is acclaimed for her colour-rich aesthetics and experimental techniques.


nocturnal landscape photograph


Krittanum Tantraporn

The Great Little Life (2022)

Utilising the GFX100S camera and the GF120mmF4 R LM OIS WR Macro lens, Tantraporn delves into the microcosm of insect specimens, capturing them in astounding 400MP ultra-high resolution through Pixel Shift Multi Shot. 

This innovative technique reveals intricate details imperceptible to the naked eye, expanding our understanding of these creatures. Born in 1994, Tantraporn's journey from studying science to embracing 'photography for science' has driven him to push the frontiers of visual representation, unveiling novel photographic vistas.


Atsushi Fukushima

ZIPANGU - Exploring for Native Humanity (2022)

Using the GFX100S camera with GF45mmF2.8 R WR and GF35-70mmF4.5-5.6 WR lenses, Atsushi Fukushima embarks on a cross-country journey across Japan, capturing the daily lives of people he meets. 

With over 500 photographs, his project forms a unique tapestry resembling a stranger's family album, offering a vivid portrayal of Japan's diverse regions. Born in 1981 in Kanagawa, Atsushi graduated from Osaka University of Arts and received the 2019 KG+ Award Grand Prix.


Photo of a Japanese man at work


Justin Hui

Searching for Poon

Armed with the GFX100S camera and lenses GF63mmF2.8 R WR, GF80mmF1.7 R WR, and GF110mmF2 R LM WR, artist Justin Hui embarks on a poignant journey with his grandmother, Poon, who grapples with dementia. 

By merging family photos, personal items, and new imagery, Hui weaves a fractured yet precious tapestry that retraces Poon's life in post-war to present-day Hong Kong. Through this non-linear interplay of past and present, Hui crafts a compelling exploration of memory, identity, and the passage of time.


photo of a small rowing boat moored up


Discover the 44:33 exhibition yourself

Mark your calendars for a visual masterpiece this coming autumn. The GFX exhibition will be gracing the House of Photography exhibition space from the 7th of September to the 22nd of October. 

This limited-time showcase offers visitors an immersive experience into the world of GFX, presenting the pinnacle of photographic artistry and innovation. Don't miss this opportunity to witness the brilliance of the GFX range in action, showcased through the lens of talented photographers.