Hasselblad 22megapixel fully digital H2D, compatible with existing lenses

Storage – three storage modes for ultimate choice and flexibility

Optimum portability and image storage are critical for the professional photographer, but have historically been compromised in the digital medium format environment. Hasselblad’s new products now offer the choice of the portable CF card storage, the flexible FireWire drive, or the tethered operation with extended, special capture controls. With these three operating and storage options, the photographer is able to select a mode to suit the nature of the work at hand, whether in the studio or on location.

Open standards – redefining the way professional photographers work

Hasselblad has partnered closely with Adobe to make its new products fully compatible with Adobe’s raw image format DNG (‘Digital NeGative’), bringing this new technology standard to the professional photographer for the first time. The DNG file format enables raw, compressed image files to be opened directly in Adobe Photoshop CS. This allows photographers to operate quickly and efficiently, reducing the “downtime” taken to process image data and enabling final images to reach the customer more quickly. Hasselblad image files now carry a full set of metadata, including capture conditions, keywords and copyright, facilitating work with image asset management solutions. For specialist commercial photographers the full productivity and creative freedom offered by Hasselblad’s FlexColor workflow software is also available via importing the DNG file. The new FlexColor now allows the photographer to manipulate colour temperature and compare image details across multiple images for precise image selection.

Image approval and selection – ultimate creative control

Limitless digital image capture loses some of its potential if the photographer cannot quickly review and select the best images to present to the client. Building on the success of its Audio Exposure Feedback technology, Hasselblad has created Instant Approval Architecture (IAA), an enhanced set of feedback tools, designed to liberate the photographer to focus on the shoot rather than the selection process. IAA triggers audible and visible signals for each image captured, telling the photographer immediately whether the image has a red, amber or green light status. The information is recorded both in the file and in the file name, providing a quick and easy way to classify and select images, in the field or in the lab. In addition, a larger, enhanced OLED display in the new Hasselblad products provides a realistic, high quality and perfect contrast image view, even in bright sunlight, to allow instant on-site image approval.

Colour refinement – new colour handling concept

Colour management solutions have in the past imposed limitations on professional photographers, particularly when capturing various skin tones, metals, fabrics, flowers etc. To combat this, Hasselblad has developed a new, powerful colour engine in its FlexColor workflow software. With a one camera set-up, the new optimised colour engine produces reliable outof- the-box colour with smooth gradations, with skin tones and other difficult colours reproduced effectively.

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