David Blecken
Apr 10, 2019

How Fujifilm is trying to move beyond its photography legacy

The Japanese company’s global fame as a maker of photographic equipment is a mixed blessing.

A screenshot from Fujifilm's 'Never Stop' campaign, which highlights the diversified business interests behind the brand

It has taken Fujifilm 85 years to get to the point where it sees the need for a global branding campaign, which it rolled out late last year. The B2B-oriented work is designed to inform the world that Fujifilm is more than a maker of camera equipment, as good as that part of its business may be. It is essentially a high-speed tour through the company's history, showing the multiple ways it now applies film technology, from beer...

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