Olivier Valsecchi Using2 a Hasselblad... It’s not a matter of how good you are. It’s a matter of how good you want to be.
A GREAT CAMERA will never make a badphotographer good and a great photographercan surely wrangle decent images out of most 3any gear, but the real magic – a truly great image –only occurs when the greats get together.IN SHORT, there are – and have always been –three basic things required to make a great image.1: A Great Camera. 2: Great Glass. 3: You.To create a great image, you need a Naturally, images have to get into your At the end of the day, cameras, lenses,camera that is as serious about imaging camera from somewhere. and all the rest are just tools, nothingas you are. Your camera lenses are your window more. Your camera must be capable of cap- to the world, the tunnel through which Our job at Hasselblad has been theturing your images in a way that retains light must pass before creating your same for over half a century: to produceall the colour, detail, and feeling of the images. If the first link in the photographic the tools that enable photographers tooriginal. Otherwise, great images are chain doesn’t excel, then nothing that unleash their creative potential and tothings that you hope happen, not things follows will either. create the greatest images possible.that you can consciously create. Simple as that. So the question is, HOW GOOD do YOU want to be?
Frank Meyl4 A Hasselblad is not a reward for a fantastic career. A Hasselblad is a means to a fantastic career to begin with. Add Future. Find out how photographers around the world are finding their future in Hasselblad. And why. www.hasselblad.com/future
There is never any time like thepresent to start building for the future. Because the most demanding – and best paying – clients are almost never The world isn’t 5 Smaller lenses, smaller sensors, and willing to settle for “good enough”. And waiting. Yoursmaller camera systems will always have why should they? There are plenty ofto make quality sacrifices compared to photographers out there who can – and clients aren’t waiting.medium format systems. The question iswhether you are willing to make sacrifices do – provide the best, not just the “good enough”. Your competitionwith your images? With your future? And providing the best is what isn’t waiting. And if you think 35 mm is good Hasselblad is all about.enough for this stage of your career,then you’d better hope that your Why should you?clients are also willing to settle for“good enough”. Introducing the Hasselblad H5D.
What’s the difference between a good career and Meet a great one? the H5D.6 The new H5D is the flagship of the Hasselblad An essential part of any serious photog- rapher’s arsenal, the H5D line of camer- H System and is the latest step in over a decade as combines the world’s best optics and sensors with a modern, fresh design, of evolution of the most advanced digital camera resulting in a system that will ensure system in the world. that both you - and your photographs - stand out from the competition. The H5D is the proud heir to the The H5D, available in 40, 50, 60, and Multi-Shot world renowned Hasselblad tradition of quality and craftsmanship and is the configurations, features Hasselblad’s proprietary ideal choice for any photographic appli- True Focus technology, and can easily be the cation where image quality is key, and provides the ultimate platform for crea- difference between a career that is “good tive expression and technical quality. enough” and one that is great.
7 2The Hasselblad H5D: Advanced communication between Unique Hasselblad Modularity: HTS tilt- camera components providing the foun- shift adapter, Macro converter, CF-adapter 40, 50, and 60 million pixel sensors, dation for a multitude of image quality for Carl Zeiss lenses, battery adapter forwith almost twice the capture area of the enhancements. view-camera operation of digital capturelargest 35 mm DSLR sensors. unit, and interchangeable focusing Perfect clarity and colour rendering screens. “Best of Breed”, high performance HC/ without gradation break-ups in even theHCD lens line, featuring twelve central lens finest lit surfaces and cleaner images Unique accurate focusing with newshutter lenses, 24 mm–300 mm, with even at long exposures. True Focus-II and Immediate Focustwo Zoom Options (and more than 15 Carl Confirm (IFC).Zeiss V System lenses with the use of the Hasselblad’s Natural Colour SolutionCF Lens Adapter). (HNCS) for outstanding and reliable out- Print ready JPEG-files in 1/4 resolution of- the-box colours, with correct natural with Hasselblad Natural Colours. An extremely large light path, providing skin tones, specific product colours andmore detail and clarity and the market’s other difficult tones reproduced easily andbrightest and largest viewfinder image. effectively, with no need for special colour profiles or templates.
Joachim Schmeisser Reaching ever higher.8 The Hasselblad H System. Add Intelligence. The H5D combines extensive lens and capture information with data from more than 80,000 lens/converter/extension- tube combinations to correct even the smallest of variations and to bring about unparalleled imaging potential. To see how Hasselblad is bringing you closer and closer to technical image perfection, follow the QR link. www.hasselblad.com/intelligence
True evolutionnever ends.The H5D is the flagship of theHasselblad H System and representsthe most recent step in the on-goingevolution of the greatest camera systemin the world. But even we cannot achieveabsolute perfection... 9 2 Each camera and body is individually calibrated with the exact measurements and values for your specific gear. And every single H and HCD lens is meas- ured and calibrated in the factory in order to enable them to supply accurate calibration data to the camera. This level of precision and detail ensures that each and every component of the Hasselblad H5D system communi- cates and interacts with the others in a very advanced and very precise fashion. This allows improvements such as ensuring that the CCD sensor is in the optimum position for the image plane and enabling the camera’s AF system to be electronically calibrated to ensure the most accurate focusing for your specific body / sensor unit combination. It also makes such Hasselblad advancements as DAC, the first auto- mated Lens Correction system on a Medium Format camera, and True FocusEvery camera and every lens, no matter possible.how perfectly produced, will have minorvariations and minor imperfections.These variances may not bother most,but we at Hasselblad strive for perfec-tion. And that’s why we have devisednumerous ways to overcome these smallvariations.
Simon Songhurst How do you improve upon the Perfect Lens?10
Frank Meyl, Ken Hermann, Ripley & Ripley, Tim Flach 11 2 The Evolution of The knowledge and expertise that we This unmatched quality may explain why the HC/HCD Lenses. have gained from over sixty years of lens design and the production of over other high-end camera manufacturers, such as Leica, have gone to great one million lenses, combined with lengths to develop an adapter that First of all – there is no today’s computer assisted design, allows their cameras to use Hasselblad such thing as a perfect lens. advanced computational models, and lenses. We can only assume that they No production technique is ever vastly improved production techniques, are trying to give their customers access totally flawless. And all optics, all now enable us to produce lenses that to the best lenses that money can buy. could not even be imagined when Victor And we can only agree – every pho- mechanics, have flaws; however Hasselblad first began producing cam- tographer should be able to experience tiny they may be. Perfection, eras. Simply put, today’s Hasselblad the quality of the H System lenses. therefore, is unattainable. H System lenses outperform even the best of the much loved V System Zeiss But that’s never stopped us from lenses. trying. Optical design of the HC and HCD lenses is led by our own master lens For many years, the Hasselblad V designers in Gothenburg, Sweden, and System lenses, produced in collabora- tion with Zeiss, were widely held as the production and assembly is carried out to our exact specifications by Fujifilm in Add closest one could come to lens perfec- Japan. This collaboration has resulted tion, and were the standard by which in the remarkable HC and HCD lenses. all lenses were measured. That is no longer true. And nor should it be. The V These lenses provide a previously unheard of level of accuracy that makes Vision. System lenses may well have been the our even more advanced digital lens best optics of their time. But times have corrections, and the image quality they Read more about the science changed. provide, possible. behind the best lenses on the market and what this technology can mean to your photography. www.hasselblad.com/vision
Some Lead, Others Follow. 1112 9 8 10 6 7 3 2 12 13 1 5 4 14 The Hasselblad HC/HCD Lens Line: 3. HC 3.5/50 A versatile lens with a moderate wide-angle effect 7. HC 3.2/150 The perfect portrait lens. Also very suitable for The First Step to the World’s and very low distortion. landscape photography. Greatest Images 35 mm Lens equivalent: 37 mm 35 mm Lens equivalent: 110 mm 4. HC 2.8/80 8. HC 4/210 1. HCD 4.8/24 The standard H system lens, suited for almost any Another perfect portrait lens, providing optimum An Ultra-wide angle lens with a 104º diagonal angle task in general photography. perspective for head and shoulder portraits. of view providing outstanding performance over the 35 mm Lens equivalent: 60 mm Also very suitable for landscape photography. entire image field. The most extreme wide-angle 35 mm Lens equivalent: 155 mm lens currently available in the medium-format. 5. HC 2.2/100 35 mm Lens equivalent: 18 mm A fast lens particularly suited to low-light situations 9. HC 4.5/300 or for action shots where higher shutter speeds are The longest lens in the H System lens range, 2. HC 3.5/35 required as well as creative portrait work. featuring a very fast autofocus, making it suitable 89° diagonal angle of view. Advanced optical 35 mm Lens equivalent: 73 mm for certain sports and wildlife applications. design with rear focus mechanism to ensure high 35 mm Lens equivalent: 214 mm performance even at close range. 6. HC Macro 4/120 35 mm Lens equivalent: 26 mm A very versatile lens for both close-up work and general applications. 35 mm Lens equivalent: 87 mm
Joachim Schmeisser The Hasselblad Central Lens Shutter Why accept poor imitations? For over 60 years, in more than one million lenses, Hasselblad central lens shutters have set the 13 2 standard for professional image capture. Other Medium Format manufactur- This provides a very stable camera plat- ers have copied our approach, but no form, ideal for demanding digital capture other central shutter lenses are as fast, and longer exposures. Hasselblad lens accurate, durable, and energy efficient shutters open and close extremely rapid- as the Hasselblad. It is one thing to pro- ly, without causing damage to the blades duce a rapid action central lens shutter. and without using too much power. And It is quite another to produce one that they do this many tens of thousands of lives up to and surpasses the extreme times, accurately and reliably. demands of today’s digital shooting. Read more about the unique and All Hasselblad cameras utilize central unduplicated design of these electro- lens shutters and a locking mirror, which mechanical wonders and how they can results in far less mechanical vibration help you get dramatically better images and allows flash sync at any speed. below. 10. HC 3.5-4.5/50-110 13. Converter H1.7x Add Range from wide-angle to short telephoto with excep- Attaches between the lens and body to increase tionally high image quality at all focal length settings. the focal length by a factor of 1.7 and expands your 35 mm Lens equivalent: 38-79 mm range of lenses. 11. HCD 4-5.6/35-90 14. Macro Converter Stability. The new HCD 4.0-5.6/35-90 zoom lens combines The Macro Converter attaches between lens and our advanced optical design models and the camera and is designed to be used with the wide H-system’s unique digital lens correction with a angle lenses and to give them a better close range. new aspheric lens element design to create what The function is similar to a 6.5 mm extension tube, we think is the highest performing zoom lens on the but the optical system of the converter provides market today. much better performance. 35 mm Lens equivalent: 27–64 mm Find out why all central lens shutters are not created equal. 12. HCD 4/28 www.hasselblad.com/stability 95’ diagonal angle of view. Advanced optical design with rear focus mechanism to ensure high corner to corner sharpness even at close range. 35 mm Lens equivalent: 21 mm
A Hasselblad camera is not the fastestcamera you will own. It is not the lightest cameraor the cheapest camera you will own. It isn’t the 15 2best at many areas of photography where 35 mmcameras (or cell phones, or computer tablets, orwhatever) excel. What a Hasselblad camera is,simply put, is the best tool in the world for anytype of photography where ultimate image quality,colour, and detail are important.a Hasselblad camera, should If your camera system has features thatbe your tool of choice for any type of a Hasselblad doesn’t, then you’ve sac-shooting where your images need to rificed image quality to get them. It’s asstand out from the competition. simple as that. Or for any situation where you want At Hasselblad we take our camerasto differentiate yourself from all the and your images very, very seriously.masses of cell phone, point and shoot And if you are a serious photogra-photographers who are willing to settle pher, we think you should too.for less than the best. A Hasselblad is the camera for anyshot where you refuse to sacrifice imagequality, colour, or detail. For everythingelse there are other cameras. Add Quality. Learn the secrets behind Hasselblad’s quest for the perfect image. www.hasselblad.com/quality
Tim Flach An experienced person can do pretty good things with small equipment. But if you know how to use your gear, then extra size sure never hurts. 17 2 In a world where technology grows smaller and smaller, some things are still better large. Like imaging sensors and lenses, for instance. Simply put, digital photography has made the advantages of Medium Format DSLRs even more obvious. And now with the launch of the H5D camera line, Hasselblad is bringing these advantages – larger lenses and sensor size, more advanced optics, increased resolution Add and clarity, and more – within reach of a whole new generation of photographers. Size. Learn more about why size matters and what you can do with extra resolution and detail. www.hasselblad.com/size
Add Freedom. Learn more about our powerful Phocus image processing software. www.hasselblad.com/freedom 19 2Working the wayphotographers work.LightRoom or Phocus, the ChoiceIs Yours. Today’s H cameras are partof a highly flexible system designed tomeet the ever changing demands ofhigh-end photography. In addition to arange of user customised options , withthe H5D System, you can work withinour own powerful image processing Solution and our advanced lens correc- Lightroom thanks to a recently releasedsoftware Phocus, ensuring that you have tion software to provide ultimate image plug-in. The Hasselblad Natural Colouraccess to all the most recent and useful quality for every file. Phocus offers System has also been ported intofunctions and developments. Or you can various highly specialized tools such as Lightroom together with our digital lenschoose to work with your Hasselblad Multi-Shot support, as well as provid- correction profiles.files straight in Lightroom if you are ing the platform for our Phocus Mobile Ideal for medium format photographymore familiar with Adobe’s software. App, available from the Apple App Store, as well as for aspirational 35 mm profes-All H5D cameras ship with a free copy which enables wireless connectivity for sionals, advanced amateurs and enthu-of Adobe’s Lightroom 4. the iPad and iPod Touch. siasts alike, Lightroom enables you to perfect, search, process and organizePhocus. Hasselblad’s proprietary image LIGHTROOM. In today’s hectic world, your images in a single solution regard-processing software allows you to get you may wish to work with what is most less of their source or your own experi-the most from the world’s most detailed familiar to you, instead of learning some- ence or skill level.image files and to achieve ground- thing new. Adobe’s Lightroom is thebreaking new levels of image quality world’s most popular image processingand technical precision. Phocus com- software, and we are continually improv-bines with Hasselblad’s Natural Colour ing the integration between Lightroom and Phocus. You can even operate your Hasselblad camera tethered to
Dimitris Theoccharis Does your system give you what you want, or only what you need?20 Add Possibility. Explore an entirely new world of creative and technical freedom. www.hasselblad.com/possibility
21 2Go With the Flow - It’s Your the shoot the most; maintaining eye con-Camera, Not Ours. Over the years we tact with the model, or gaining impact byhave learned a lot about how photogra- shooting from a lower perspective, forphers work. We have also learned that example. And with the use of our uniqueyou cannot always predict how you will Tilt and Shift adapter, you get an evenneed to work in a given situation. wider wide range of creative focusing For that reason we have designed possibilities. You can also easily attachthe H5D to be highly customizable so your H5D to a view camera for advancedthat you can work precisely the way you studio work.want to work, depending on your mood,the situation, or the job at hand. A singlebutton press lets you load your preferredprofile and the H5D will be set up foraction, with AF-mode, aperture/exposuretime, user button configuration, etc., pre- Is What You See, What You Get?defined according to your preferences. Often, the first obvious thing to check Any complete set-up of the camera after capture is whether an image is incan be saved as a custom profile, and focus or not. Removing your hands fromyou can even export and upload your pro- the camera to enter a menu system,files to other H5D cameras. touch screen or otherwise, can waste valuable time.Freedom of View. With a Hasselblad For this reason, we have designedsystem you can see – and capture the H5D to provide instant focus confirm– images in a variety of ways. You via one of six reprogrammable buttonscan choose, for instance, between an (AE-L, True Focus, Mirror Up, Stop Down,eye-level or waist-level viewfinder. This Staying Straight (Or Not). All H5D P1 and P2).choice of viewfinders enables you to cameras feature a Digital Spirit Levelshoot in the fashion that suits you or function, which assists the user in plac- ing the camera vertically or horizontally, in order to attain the desired positioning, guided by information on the rear display and on the viewfinder display.
Accessories The Hasselblad approach to quality is not limited to our cameras and lenses. Each one of the specially designed H System accessories plays its part in producing the finest images possible. In true Hasselblad style, our acces- sory range is constantly evolving and expanding to meet changing photogra- phers’ needs. For a full description of all Hasselblad accessories, follow the link The Macro Converter attaches HTS 1.5 Tilt and Shift Adapter at the bottom of this page. between lens and camera and is Designed for the HCD 24 mm, HCD 28 designed to be used with the wide angle mm, HC 35 mm, HC 50 mm, HC 80 mm The CF adapter breathes new, dig- lenses to give them a better close range. and the HC 100 mm lenses, the HTS 1.5 ital life into your prized collection of The function is similar to a 6.5 mm in effect adds six different “tilt and shift Hasselblad V System Zeiss lenses, allow- extension tube, but the optical system lenses” to the Hasselblad HC/HCD lens ing all lenses from the V system to be of the converter provides much better range. used on H system camera bodies, auto- performance. Not for sale in the U.S.A matically expanding the potential lens range for H System cameras by more22 than a dozen different focal lengths. Add What you want. Explore the range of Hasselblad professional accessories and add-ons. www.hasselblad.com/extras
System Overviewand Camera Specs Camera Type: Large sensor Shutter speed range: 32, HVM: Waist-level viewfinder. Software: Phocus for Mac 23 2 medium format DSLR. 128 or 256 seconds to 1/800 Image magnification 3.2 times. and Windows. second depending on model. Sensor size: IR filter: Mounted on Platform support: 40 Mpixels (5478×7304). ISO speed range: 50 to 800 CCD sensor. Macintosh: OSX. Windows: XP 50 Mpixels (6132×8176). or 100 to 1600 depending on (32 and 64 bit), Vista (32 and 64 60 Mpixels (6708×8956). model. Exposure Metering options: bit), Windows 7 (32 and 64 bit). Spot, Centre Weighted Sensor dimensions: Colour definition: 16 bit. and CentreSpot. Metering Host connection type: 40 Mpixels 32.9×43.8 mm. range Spot: EV2 to 21. FireWire 800 (IEEE 1394b). 50 Mpixels 36.7×49.1 mm. Colour management: Centre Weighted: EV1 to 21. 60 Mpixels 40.2×53.7 mm. Hasselblad Natural Colour CentreSpot: EV1 to 21. View camera compatibility: Solution. Yes, Mechanical shutters con- Image size: Power supply: trolled via flash sync. Electronic RAW 3FR capture 50/65/80 Focusing: Autofocus metering Rechargeable Li-ion battery shutters can be controlled from MB on average. TIFF 8 bit: with passive central cross-type (7.2 VDC/2900 mAh). Phocus. 120/150/180 MB. sensor. Metering range EV 1 to H5D-200MS: RAW 3FR capture 19 at ISO 100. Storage options: CF card type Operating temperature: 75/300/1200 MB on average. U-DMA (e.g. SanDisk extreme 0-45˚C/32-113˚F. TIFF 8 bit: 150/150/600 MB. Viewfinder options: IV) or tethered to Mac or PC. HVD 90x: 90° eye-level view- Dimensions complete camera: File format: Lossless com- finder w. diopter adjustment Storage capacity: 8 GB CF card w. HC80 mm lens: pressed Hasselblad RAW 3FR. (-5 to +3.5D). holds 120 images on average. 153×131×213 mm (W×H×D). Optional 1/4 resolution print- Image magnification 3.1 times ready JPEG files. HV 90x: 90° eye-level viewfinder Colour display: Yes, 3 inch Weight: 2290 g (Complete w. diopter adjustment TFT type, 24 bit colour, 230 camera w. HC80 mm lens, Lenses: Hasselblad HC/HCD (-4 to +2.5D). 400 pixels. Li-Ion battery and CF card). lens line with integral central Image magnification 2.7 times. H5D-50/200MS: 2500 g lens shutter. Histogram feedback: Yes. (Complete camera w. HC80 mm lens, Li-Ion battery and CF card). Specifications subject to change without noticemeet the family The New HasselbladH5D line comes in 40, 50, 60 megapixeland Multi-Shot configurations up to 200megapixels. All feature access to the HC/HCDcentral lens shutter lenses, our uniqueTrue Focus autofocus system, ourproprietary lens corrections software,and all the featues and benefits of theHasselblad System.
Introducing Lunar, a celebration ergonomic and beautiful form, selec-of the 50th anniversary of tion of exclusive materials, and designHasselblad photography in space. inspiration from the past, revives the timeless charm of the 500C, with a deci-Lunar’s legendary forerunner, the sively elegant and modern appeal.Hasselblad 500C, captured some of the Lunar. Combining Hasselbladmost iconic images of our time and was tradition with cutting edge technologyan object of desire for every photographer in a revolutionary new design.around the world. For more information, visit: Lunar, with its mirrorless technology, www.hasselblad-lunar.com