Fujifilm North America asked Muse Storytelling to tell their brand story— but to tell it through their community of image-makers.
So we started by listening.
We researched over 1,500 Fujifilm users through forums, blogs, podcasts, and Facebook groups, even travelling to Japan to talk to the original engineers of Fujifilm’s film emulations and Fujifilm’s X-series. Over the course of 2 months, we interviewed over 200 Fujifilm users from all over the world—Kabul, London, Svalbard, Toronto, and Kansas City— to best understand why they love Fujifilm. We even cold emailed Ira Glass and convinced him to interview with us for 90 minutes!
By the end, we found five stories that shared Fujifilm’s message: your voice matters.
The films premiered during the national Create Forever Workshops. The series of free educational events came to various cities across the USA and gave attendees the opportunity to learn more about the art of storytelling. In order for creatives to be able to continue to learn past the workshop tour, we created a set of tutorials and worksheets to help photographers find their own voice and create with intention.
