The Hasselblad Project  (2025)

A photographic exploration of the Hasselblad X2D System

DJI Hasselblad has reached out to me in request to collaborate on promotional material for the Hasselblad X2D System and XCD lenses. Initially I was hesitant to jump into bed with Hasselblad, just because I had no personal interest in exploring their system. I am a street- & documentary photographer after all and I like my cameras small and fast. I am no stranger to medium format, but I rarely have the need for a high resolution medium format sensor. And in the past I would often borrow medium format cameras as additional cameras for my personal projects (like here). But curiosity won me over and the fact that I have a good friend who is already invested in the X2D system (and kept offering me to try out his X2D camera), I made the decision to accept the request to collaborate. The idea was formed that I would bring my friend Delmar Mavignier on board, who would join me on a roadtrip and explore medium format photography together by discovering hidden stories on other side of the Elbe river in Hamburg.

In addition I reached out to WhiteWall and convinced them to support our Hasselblad Project by providing us with two huge fine art prints which we would then showcase in the Hamburg Flagship Store. I really wanted to see the images we have taken with the Hasselblad X2D on high quality fine art paper and showcase the power of medium format photography on paper rather than just showing them on the computer screen. 

The concept and execution of this project was done by myself but without the help of my friend Delmar and Hasselblad's openness to bring in other collaborators, this project would not have been possible in this format. I also want to thank WhiteWall for supporting our vision and the beautiful fine art prints we made together. Here are the two videos that came out of this collaboration.

Episode #1 : The Roadtrip

A roadtrip to the industrial district of Hamburg where we discover new places and stories and explore the Hasselblad X2D together

Episode #2 : The Print Reveal

In the second Episode we visit the WhiteWall Store in Hamburg and reveal our two fine art prints

Images taken with the Hasselblad X2D & XCD V 38mm F2.5