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HASSELBLAD IMAGE QUALITY. Three simple words that represent over50 years of imaging expertise. That represent what is widely regarded asthe industry’s most uncompromising standards. Three simple words thatstand for a level of technical achievement that has helped photographerspush the photographic envelope for over half a century. We know whatthe words stand for – the question is, what stands behind them?In addition to the over 50 years ofR&D, to the feedback and input ofthe world’s best photographers, engineers,and designers, there are a fewbasic components that are requiredto produce the unparallelled Hasselbladlevel of digital quality found inour current camera systems.First, the combination of theworld’s most advanced optical system,in the form of medium-formatlenses and the HC/HCD large formatdigital lenses, with the world’sleading sensors, like those found inour 31, 39, and 50 megapixel products.Second, the extremely highlevel of system integration foundin the H3DII cameras, which guaranteesoptimum physical, electricaland digital operation, allowing youto squeeze maximum performanceand image quality from every linkin the photographic chain. Thirdly,the benefits gained from our patentedcamera component designs andcentral shutter lenses. And finally,the power of our Phocus softwareand RAW converter, enabling evenfurther image enhancements andcorrections. Together, these componentsform the foundation ofHasselbald Image Quality.What DefinesUltimate DigitalImage Quality?Ultimate digital image quality is theresult of five basic parameters: Resolution,Natural Color, Optical Purity,Clarity, and Detail. Each play a keyrole in achieving superior image quality.Each parameter, alone – or a pair,or three – can improve image quality,but to achieve ultimate image quality,photographers need a system thatexcels in all five of these areas.The Hasselblad H System is theonly camera system on the markettoday that can provide exceptionalperformance in all five areas. Andat Hasselblad we are constantly focusingon further improving ourperformance in these areas – strivingfor perfection and never accepting“good enough” – in order to pushthe image quality envelope evenfurther.Resolution isWhere It StartsMost photographers understand that“Bigger” is still “Better” in manyways. The larger and more opticallyperfect your lenses are, for instance,and the larger your digital sensorand the larger the number of pixelsit contains, the more resolution yourimages will contain. The higher thedefinition of your images, the moredetail, the lower risk of moiré andother artifacts, and the more accurateyour colors will.What You See IsRarely What YouGetIn the past, the colors you saw beforeyou when you took your shot wererarely the colors captured by yourcamera. Color management solutionshave attempted to remedy thisproblem, but have imposed ratherdrastic limitations on professionaldigital photographers, forcing themto choose a specific color profile tosuit each specific job and therebysacrificing some colors to get othersright. This is an unacceptablesolution, in our opinion. That’s whywe developed the Hasselblad NaturalColor Solution.The Hasselblad Natural ColorSolution accurately reproduces thefull visible color spectrum – be itskin tones, special product colors,or difficult gradations – easily andeffectively, every time and with theuse of a single color profile. Ourcomplete knowledge of the filterand sensor characteristics of eachindividual Hasselblad camera modelhas made it possible for use to ensurethat the colors you see are the colorsyour get. With no compromises andno mistakes. A simple, correct, andindispensable solution to a longstandingproblem.Nothing’s EverPerfect – ButThat Doesn’t StopUs From TryingEven the finest of optics falls shortof perfection. And in falling short,they cause certain minor errors inyour final images. The H System’ssophisticated and unique DigitalAuto Correction (DAC) uses the extensiveinformation about the lensand exposure data collected in theRAW file to correct even the slightestoptical errors. The camera notonly records the lens type, exposurespeed, aperture and focal length inevery exposure, but also the range atwhich the picture was taken. Later,when processing the digital imagesin Phocus, you can decide whetheror not to correct vignetting, distortionand lateral chromatic aberrationbased on this information, bringingthe quality of your images that muchcloser to perfection.Getting YourLight BackVignetting, or light fall-off towardsthe edges of an image, is caused bya number of things. One is that rearlens elements are shaded by the elementsin front of them. Another isthat sensor wells are better at pickingup light when the light beam isperpendicular to the sensor, whichis more the case in the middle of animage than at the edge. Hasselblad’sDAC III removes this effect and givesyou the ability to shoot even wideangle images with evenly distributedlight, with illumination from thecenter to the edge, which can beof particular use when you want tostitch images.Optical PurityCorrecting for distortion, chromaticaberration, and noise is also a tricky,but necessary science. Distortion,for instance, is a minor problemfor most, but often difficult to fixwhen not wanted. And while mostchromatic aberration is removed bythe lens design, some does remain.However, removing it completely,if possible at all, would cause otherproblems like reduced light sensitivity,as well as heavier and much morecostly lenses. Remaining chromaticaberration is not usually apparentunless an image is at high zoom, buteffects can sometimes be seen on finalprints. The Hasselblad H Systemuses the information contained inHasselblad RAW files to automaticallycorrect both chromatic aberrationand distortion with a click of a buttonif you desire.Finding optimal noise reductiontechniques is also difficult, but requiredwhen shooting at high ISO orwith long exposure times. Findingthe proper balance between preservationof detail and clarity andthe removal of unwanted static or“noise” from an image requires anunderstanding of both technologyand of photography. The high qualityof Hasselblad’s optical componentsand the advanced noise reductiontechniques achieve an optimum balancebetween desired richness ofdetail and noise-free imaging.The Truth is inthe DetailsIt’s the details that help you discoverexactly what your optics anddigital sensor can really capture. Thecombination of the market’s largestsensors and outstanding opticsfound in the Hasselblad H3D ensuresthat your details really stand out.Even when comparing images shotwith the most advanced, high-endproducts, there is a clear differencein the results that are achieved fromthe different approaches available.Compare for yourself and see the differencethat the Hasselblad approachbrings.The Hasselblad raw processor,working on the 3FR raw image for-mat, is the best processor availableand allows you to accurately reproducethe finest of details. Detailssuch as single hair strands, smallcolored patterns, fine text, and so on.Details that have proven too difficultfor even the most advanced digitalsystems. With the H3D, you can restassured that every detail is preserved– and nothing is sacrificed.Moire Be Gone!Phocus also plays an important rolebecause of its sophisticated moirétool. Most 35 mm camera use aso-called antialiasing filter, but inpractice, this filter is nothing otherthan a blur filter mounted beforethe sensor. This prevents the camerafrom misinterpreting the tinydetails that overpower the sensor’sresolution into ugly looking colorpatterns and edges, but also lowersthe effective resolution of the camerasystem as a whole, requiring youto later sharpen the image in postproduction.The advanced moiré tool in Phocus,on the other hand, identifiesthe affected area and rids the pictureof aberrations in a targeted manner,without touching unaffected parts ofthe image. Phocus even allows you tosave the corrected and uncorrectedversions of the image in differentlayers of a PSD-file, giving you totalcontrol over moiré reduction withinPhotoshop.You Don’t Missthe Quality Untilyou Don’t Have ItUltimately, you never know howmuch quality or detail you need inan image until long after you’ve leftthe shoot. The amazing detail andresolution of Hasselblad files lets yourest easy, enabling your to changethe aspect ratio or crop the image asneeded at a later date, without losingthe quality needed for the job.8 Special/2008

The legendary Hasselblad ImageQuality is based on the combinationof specific system features,including central lens shutters,housing construction, high performancelenses, our Phocussoftware raw converter, and theprecise accuracy of Hasselbladcamera and lens design and production.The integration of theseelements enables advanced DigitalAuto Correction, NoiseReduction, advanced Moire Re-moval, more precise focusingand color reproduction, and otherimage quality improvements notfound in any other system. Theonly way to truly understandthese qualities, however, is to seefor yourself. Check out theHasselblad Image Quality at:http://www.hasselblad.com/products/virtual-demo-overview/hasselblad-image-quality.aspx

The H3DII-31 sensor uses the sameis ideal for hand-held photography,31, providing an attractive entry intomulti-functional, fully integrated6.8 micrometer architecture, butwithout sacrificing the sturdinessthe world of high-end photography.digital operation, along with themeasures a slightly smaller 33.1 byand quality needed for professional,Even if the H3DII-31 is an en-largest possible sensor sizes and44.2 mm, resulting in 31 megapixels.tripod-bound shooting.try level product, it provides certainunmatched lens performance in aThe H3DII-50 sensor, in turn, is justIn addition, H3D cameras featurefeatures that even its larger siblingscomplete system.as large as the H3DII-39, but is thecentral lens shutter lenses, allow-cannot provvide. The H3DII-31 fea-We are constantly developing newfirst to use Kodak’s new architecture,ing flash sync at all shutter speeds,tures exclusive microlens technolo gy,technology and new ways to enablewith a slightly smaller pixel pitchenabling use of flash in all lightingmeaning that it catches more lightimproved communication betweenof 6.0 micrometers and more spaceconditions. H3D cameras also fea-than its siblings and increases sen-system components. Simply put,as a result, enabling a whopping 50ture ergonomic design and intuitivesor sensitivity by one aperture stopwhen combining Hasselblad lenses,megapixels.operation and the programmable in-without incurring increased noiseviewfinders, capture units, and soft-All H3D cameras, as well asterface allows you to customize thelevels. It covers ISO values 100 toware with a digital Hasselblad camera,their lenses and components, arecamera according to your particular1600, compared to the H3DII-39 andyou are guaranteed a level of qual-designed, developed and produceddesires or working styles.-50, which offer ISO 50 to 800. Theity, functionality, customization, andto the most exacting standards andH3DII-31 represents the highest-endflexibility unmatched by any otherprecise specifications. Every camerabody is constructed using solidstainless steel housings and a highstrengthaluminum for the innercore, guaranteeing both reliable anddurable performance, whether in theIf You Thought YouCouldn’t Afford aHasselbald – ThinkAgainFor not much more than you wouldoption for available light photographywithout tripods and flash units.It’s All in theFamilysystem in the world. And more importantly,you are guaranteed that thequality of the images that come out ofyour camera will not betray the visionthat went into it.studio or in the field. The result isa lightweight, compact design thatpay for a high-end 35 mm system,you can purchase a Hasselblad H3DII-No other camera system currentlyoffers the same combination ofphoto: benjamin a. monnSpecial/200811

est camera system in the worldMANUALAF OVER-RIDE16. Full Accessto V System Lenseswith CF Adapter23. Choiceof storageH3DII cameras also offer a choiceBuilt to LastAll of this would not be of much usefor the professional if robustness,Expand your H System with accessof storage on three media types; thereliability and support were an is-to the world’s most extensive me-CF card for maximum mobility, thesue. All H components were builtdium-format lens line, the legendaryImage Bank II, a special 100 gigabytewith decades of experience and areHasselblad V System lenses. The CFfirewire hard disc, and the tetheredmeant to last. Hasselblad cameras areadapter provides full use of centralsolution for studio operation.renowned for their ruggedness andlens shutters and focus confirmation.durability and their highly efficient17. HTS 1.5 Tiltand Shift Adapter24. Hasselblad’sGlobal ImageLocator (GIL)internal stray-light protection. Builtaround high-strength aluminumcores and solid, stainless steel housingthey ensure reliable and durableThe HTS 1.5 enables extremely accu-The GIL device tags all non-indoorperformance under even the tough-rate focusing throughout the image asimages with GPS coordinates, localest of conditions and for many yearswell as providing new creative focus-time, and altitude. Phocus then linksto come.When you purchase a Hasselblad you purchasemuch more than a camera. You purchase entryinto a complete system of expert lenses and accessories.You purchase access to unmatchedprofessional service and support. And you purchasethe benefits of a system that has beendesigned from the ground up to reflect how professionalsthink, how they work, and what theyare looking for in a camera system.ing and perspective opportunities.18–19. Choose YourView with ExchangeableViewfindersThe H3DII offers a choice of threedifferent viewfinders – the HVD90X.the HV90X, and the classic waist levelviewfinder – so choose how you wantto compose your shots. All viewfinderscan be combined with a range ofeasily exchangeable and extremelybright focusing screens.20. H3DII Spare BodyFor unforseen emergencies and ad-the data on the computer to GoogleEarth, which can be a valuable helpwhen archiving and retrieving photographs.25. ExtraBattery GripFor unforseen emergencies, lengthylocation shoots, and additional peaceof mind. Available with both Li-Ionrechargeable battery and DC poweroption.26. Proshade LensShade, Adapters andAccessoriesAnd our extensive research anddevelopment doesn’t end whenthe products hit the market, but iscontinued to improve even existingcomponents. Firmware updatesfor cameras, backs and the Phocussoftware include all possible improvements– even for older products – andare always free of charge. Whereverpossible, Hasselblad offers upgradesfor owners of older systems, givingthem the chance to remain up to dateand participate in all improvementsto the system and the latest in sensortechnology. Hasselblad productsusually preserve their value for a longtime and are built to much higherspecs than many others, but in those1. CreativeExposure Flexibilitywith CentralLens ShutterThe central lens shutter featured in3. Fast, In-LensAuto-FocusThe H3D AF system provides thespeed you need to capture rapidlymoving subjects without sacrificingditional peace of mind.21. Not Just the Sumof Its Parts: H3DIIView Camera KitThe Proshade V/H 60-95 is a compactand adjustable bellows lens shadethat provides highly efficient protectionagainst stray light and, with theProshade adapters, can be fitted toall H3D lenses. The shade featurescases where something does fail, Hasselbladsupport is always availableand Hasselblad service centers evenoffer swap units as a backup in criticalsituations.all lenses enables you to use flashaccuracy.The digital part of the H3DII cameraa filter holder for glass, gelatin, orsync at all shutter speeds, providingboth creative and practical flexibilityand reducing camera vibration.2. Instant ManualOver-ride on Auto-FocusInstant access to manual focus with-4–15. Hasselblad’sHC/HCD LensesA camera as fast and versatile as an Hsystem model demands the very bestfrom its lenses. And that’s what we’veproduced. The outstanding range ofHasselblad HC lenses is suitable forcan be detached and mounted ona view camera, such as a Linhof orSinar, giving you opportunities thatare unrivalled by other camera manufacturers.22. Multi-shotOptionplastic filters.27. ExtensionTube AdaptersThree sizes for close-up photographyapplications, including when workingwith the tilt and shift adapter.photo: hans strandout switching between manual andauto focus. With the touch of a fingeryou switch your H System cameraboth analogue and digital work. Hasselbladhas also begun to provideHCD lenses, opening new creativeFor the ultimate detail required bydemanding studio applications. Readmore about multi-shot on page 44.28. ProfessionalAccessoriesfrom full AF mode to full manualopportunities, the first being the 28A wide range of pro standard aces-mode, giving you maximum controlmm wide angle lens. All HC/HCDsories, such as filter screens, flashin minimum time.lenses are engineered to ensure opti-adapters, hands straps, etc.mal performance and image quality,no short-cuts, no compromises. Readmore in our lens article on page 36.12 Special/2008

Naturally, we’re proud of the fact that the H3DII isthe best high-end camera in the world. But havingthe best camera means little if you don’t havethe lenses to go with it. Fortunately, we do.to the challenge. With the opticaladvancements found in Hasselblad’sHC/HCD lenses, for instance, youcan rest assured that you reap all thebenefits from your professional sizesensors, accurately capturing everyphotographers. And while digitalphotography has in some waysturned part of the photographicmarket into mere point-and-shoot,high-volume type of shooting, Hasselbladis always at the forefront of3.5/35, HC 3.5/50, HC 2.8/80, andHC 2.2/100 lenses and the extensiontube H26, the HTS 1.5 in effect, addsfive different “tilt and shift lenses” tothe H3D lens range.This combination of well-knowndetail and pixel. You may never needtechnical advances, and strives toocular principles and the latest ineach and every pixel. But when youbring more creative possibilities anddigital image control provides a pow-Images Don’t Startin the BackThe lens is the first – and perhapsmost important – step in the technicalside of the photographicand include lens shade and bayonetmount and can be reverse mountedfor transport.The H3DII cameras also featurean extremely fast and accurate autofocus system, containing a centraldo need them, you’ll be awfully gladthey’re there.Introducingthe HTS 1.5 Tilt andShift Adapterphotographic flexibility to our photographers.The revolutionary HTS 1.5 (patentpending) is a shining example of thisphilosophy in action. The HTS 1.5 isa tilt and shift adapter that can providea pivotal and creative step-uperful package that can take yourphotographic expression to entirelynew levels. This simple device doesn’tjust solve technical challenges, it alsoopens many exciting creative opportunities.It has always been standardpractice in creative photography toprocess. The amount of light onecross sensor, and Ultra Focus II tech-Hasselblad has always striven tofor many Hasselblad photographers.“break the rules” in order to producecan capture and how one capturesnology ensures that your focus is spotsupport the best and most creativeCompatible with the HCD 4/28, HCimages that are unique or have thatit determines a great deal of the reston for any combination of apertureof the process. Hasselblad lenses areand distance, taking into account thealso specially equipped to transmitspecial characteristics of the imagecomplex image data throughout thesensor and its optical coatings, andsystem, enabling a wide range ofimproving the focusing performanceadvanced functions, such as Digitalof the H3DII. Switching from full AFAuto Correction, Instant Approvalto full manual mode takes place in-Architecture, and more.stantly at the touch of a finger.All H3D lenses have patented cen-The H3D lens program also in-tral lens shutters and feature Multicludes, in addition to elect fixed focalCoating for efficient stray lightlengths, zooms, extension rings forelimination, an integral focus drivemacro photography and a telephotomotor, and use metal, not plastic,converter.wherever possible, in order to ensuretheir reliability and durability yearafter year. In addition, the special opticaldesign of the lenses provides aYour Sensor’sBest Frienduniquely soft, smooth quality to theThe largest sensor in the worldblurred or out-of-focus areas of thedoesn’t do you much good if theimage. All lenses use threaded filtersrest of the system did not live up14 Special/2008

certain something special. With thenew HTS 1.5, Hasselblad users canuse tilt and shift functionality bothto correct images and to bring a newcreative perspective to their work.The powerful combination of tilt,shift and Hasselblad’s DAC lens correctionswill lift both your creativevision and the technical and creativeaspects of your work.Read more about the HasselbladHC/HCD lens line and the new HTS1.5 Tilt and Shift adatper on page 36.Introducing Phocusby HasselbladThe Hasselblad H3DII produces thesharpest, highest resolution, mostdetailed images in the world. Andwith the launch of Hasselblad Phocussoftware, photographers now have aprocessing toolbox that is capableof getting the most from the world’smost advanced digital camera systemand the world’s largest raw imagefiles. Phocus provides advancedsoftware tools that have been especiallydesigned to achieve optimumworkflow and absolute image perfectionfrom Hasselblad image files.Phocus provides uncompromisingimage quality, new camera controls,leading edge moiré removal, flexibleworkflow, increased metadata, andperfect viewing quality. Read moreabout Phocus on page 40.Ready to join theHasselblad family?Whether you start with the H3DII-31, with its attractive entry levelprice and image quality that greatlyexceeds the highest 35 mm solutions,the workhorse H3DII-39, or the newH3DII-50 with its uncompromisingperformance and resolution, you willbe amazed at the legendary qualityand performance of Hasselblad.photo: ove bengtssontechnical specificationsH3DII-31 H3DII-39 H3DII-50Sensor Size 31 MP (4872 x 6496) 39 MP (5412 x 7212) 50 MP (6132 x 8176)Sensor Dimensions 33.1 x 44,2 mm 36.8 x 49,1 mm 36.8 x 49,1 mmPixel pitch 6.8 µm 6.8 µm 6.0 µmISO Range ISO 100 – 800 (1600 with Phocus) ISO 50 – 400 (800 with Phocus) ISO 50 – 400 (800 with Phocus)Capture Rate 1.2 s per Capture (42 per Minute) 1.4 s per Capture (39 per Minute) 1.1 s per Capture (33 per Minute)Color Definition True 16 BitStorage Options CF-Card U-DMA (e.g. SanDisk Extreme IV), ImageBank-II hard drive or tethered to Mac or PCViewfinder Options HVD 90x: 3.1 magnification or HV 90x: 2.7 magnification, HVM: Waist level viewfinderMetering Spot, Centre and CentreSpot (only with HVD 90x and HV 90x)Shutter Speed Range 32 s to 1/800 s, fully flash compatibleFocusingAutofocus with central cross sensor, Ultra Focus digital feedback, instant manual overrideDisplay3 Inch TFT, 24 Bit, 230,400 PixelPower SupplyLi-Ion 7.2 V/1850 mAh, cassette for 3 CR-123 Li-batteries includedSpecial/200815