Fujifilm Philippines officially announced actor James Reid as its newest brand endorser for digital cameras and instax in a special event at the Luxent Hotel in Quezon City. Reid joins Bea Alonzo and over 50 of the country’s top social media influencers, lifestyle bloggers, and celebrities to represent the lifestyle edge of Fujifilm. “We are very excited and optimistic to embark on this partnership with James,” said Takuya Maeda, Fujifilm Philippines’ division head for electronic imaging and photo imaging. “He embodies what the Fujifilm brand is about—young, current, and innovative.” The popular actor admits to being a photography enthusiast, claiming he first used the Fujifilm X-Pro2 when he started out with his photography hobby. Reid actively photographs and curates his Instagram feed with travel pictures, landscapes, and photo of girlfriend Nadine Lustre. During the press launch, Fujifilm also announced some of the new products from Fujifilm’s instax and mirrorless camera line that Reid will endorse. Among these devices include the X-A3 and the X-T2 mirrorless cameras, and the instax SHARE SP-2. The X-A3 is designed for shooting self-portraits with its 180-degree tilting LCD, which offers 100 percent visibility. The 24.2 megapixel APS-C sensor-equipped X-A3 also boasts of an Eye Detection AF designed to capture sharper self-portraits and a new Portrait Enhancer for brighter skin-tones. The Fujifilm X-T2 meanwhile is the brand’s professional-grade mirrorless camera designed with advanced technology and optics, fused in a dust-, water-, and weather-resistant body, making it a perfect shooting gear for outdoor enthusiasts. The X-T2 supports 4K video recording and comes with multiple film simulation modes. It is compatible with up to 22 Fujinon lenses. The X-T2 co-inherits the flagship throne alongside the X-Pro2. The instax SHARE SP-2, on the other hand, is a portable photo printer that can print photos from your Android and iOS devices or Fujifilm mirrorless cameras by connecting the devices via Wi-Fi.