FAREWELL FORMATT-HITECH

Clevedon, UK

FAREWELL FORMATT-HITECH, AFTER NEARLY FIVE YEARS IT’S TIME TO PART WAYS

In times such as these when people change gear very often, five years are a very long time. In nearly five years of work with Formatt-Hitech as a Brand Ambassador and Featured Artist, I witnessed the birth of the Firecrest Ultra line, the best filters on the market when they came out. I had the honour of having one of my Iceland images featured on the box of the Ultra line, Formatt-Hitech’s top of the line filters (you can see it below). I helped Formatt-Hitech creating a completely new product which will soon see the light of day, I tested existing products and I helped updating them. Most of all, I enjoyed using the amazing Firecrest and Firecrest Ultra filters to create my images.

The Dolomites Photography Workshop

During my time with Formatt-Hitech I had the fortune of meeting some great people as well as some really amazing photographers using the same brand. It has been a great ride, but unfortunately it has come to an end. While I won’t go into my reasons for leaving the company and resigning my Ambassadorship, people who know me know that to be Ambassador of any product I have to use it and believe in it, and I need to have a constructive personal and business relationship with the people behind the product. When either – or both – of these conditions fails, it’s a sign for me that it’s time to move on.

Part of my reasons for leaving have to do with my business relationship with Formatt-Hitech, and I am sure you’ll understand that I’ll keep this part for myself. Part of it, on the other hand, has to do with my continuing search for the best tools for the job as a Fine Art landscape photographer.

Filters are of fundamental importance for me to create my images, and they need to work flawlessly and transparently (pun intended) with my cameras & lenses. Updating from 35mm to small medium format first, and then to the incredible Phase One XT full-frame medium format IQ4 sensor with its 150 Mp and the spectacular Rodenstock lenses, raised the bar for my filter requirements as well. Technology progresses, the market evolves, and it is now time for me to delve into the sea of filters again.

Vestrahorn (Iceland, 2018)

I still like Formatt-Hitech filters, of course. They are still good filters, no question about it; I have a lot of great memories using them and hundreds of great images to prove it. To decide where to land next for my filter requirements, I am going to thoroughly test filters by today’s highest quality brands, and as soon as I’ll have made my decision you’ll be the first to know.

Cinque Terre & Tuscany Photography Workshop

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2 thoughts on “FAREWELL FORMATT-HITECH”

  1. Have you looked at Wine Country Camera filters? I have been using them for a couple of years and am really happy with them

    Reply
    • Hello Andrew,

      Yes, they definitely are one of the candidates, glad to hear that you enjoyed them. Which camera / lenses did you use them with?

      Best regards,

      Vieri

      Reply

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