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H5D

A GREAT CAMERA will never make a badphotographer good and a great photographercan surely wrangle decent images out of mostany gear, but the real magic – a truly great image –only occurs when the greats get together.3IN SHORT, there are – and have always been –three basic things required to make a great image.1: A Great Camera.To create a great image, you need acamera that is as serious about imagingas you are.Your camera must be capable of capturingyour images in a way that retainsall the colour, detail, and feeling of theoriginal. Otherwise, great images arethings that you hope happen, not thingsthat you can consciously create.2: Great Glass.Naturally, images have to get into yourcamera from somewhere.Your camera lenses are your windowto the world, the tunnel through whichlight must pass before creating yourimages. If the first link in the photographicchain doesn’t excel, then nothing thatfollows will either.Simple as that.3: You.At the end of the day, cameras, lenses,and all the rest are just tools, nothingmore.Our job at Hasselblad has been thesame for over half a century: to producethe tools that enable photographers tounleash their creative potential and tocreate the greatest images possible.So the question is,HOW GOOD do YOUwant to be?

Frank Meyl4A Hasselbladis not a reward fora fantastic career.A Hasselbladis a means to afantastic careerto begin with.AddFuture.Find out how photographersaround the world are finding theirfuture in Hasselblad. And why.www.hasselblad.com/future

There is never any time like thepresent to start building for the future.Smaller lenses, smaller sensors, andsmaller camera systems will always haveto make quality sacrifices compared tomedium format systems. The question iswhether you are willing to make sacrificeswith your images? With your future?And if you think 35 mm is goodenough for this stage of your career,then you’d better hope that yourclients are also willing to settle for“good enough”.Because the most demanding – andbest paying – clients are almost neverwilling to settle for “good enough”. Andwhy should they? There are plenty ofphotographers out there who can – anddo – provide the best, not just the “goodenough”.And providing the best is whatHasselblad is all about.The world isn’twaiting. Yourclients aren’t waiting.Your competitionisn’t waiting.Why should you?5Introducing theHasselblad H5D.

What’s thedifference betweena good career anda great one?Meetthe H5D.6The new H5D is the flagship of the HasselbladH System and is the latest step in over a decadeof evolution of the most advanced digital camerasystem in the world.The H5D, available in 40, 50, 60, and Multi-Shotconfigurations, features Hasselblad’s proprietaryTrue Focus technology, and can easily be thedifference between a career that is “goodenough” and one that is great.An essential part of any serious photographer’sarsenal, the H5D line of camerascombines the world’s best optics andsensors with a modern, fresh design,resulting in a system that will ensurethat both you - and your photographs -stand out from the competition.The H5D is the proud heir to theworld renowned Hasselblad traditionof quality and craftsmanship and is theideal choice for any photographic applicationwhere image quality is key, andprovides the ultimate platform for creativeexpression and technical quality.

27The Hasselblad H5D:40, 50, and 60 million pixel sensors,with almost twice the capture area of thelargest 35 mm DSLR sensors.“Best of Breed”, high performance HC/HCD lens line, featuring twelve central lensshutter lenses, 24 mm–300 mm, withtwo Zoom Options (and more than 15 CarlZeiss V System lenses with the use of theCF Lens Adapter).An extremely large light path, providingmore detail and clarity and the market’sbrightest and largest viewfinder image.Advanced communication betweencamera components providing the foundationfor a multitude of image qualityenhancements.Perfect clarity and colour renderingwithout gradation break-ups in even thefinest lit surfaces and cleaner imageseven at long exposures.Hasselblad’s Natural Colour Solution(HNCS) for outstanding and reliable outof-the-box colours, with correct naturalskin tones, specific product colours andother difficult tones reproduced easily andeffectively, with no need for special colourprofiles or templates.Unique Hasselblad Modularity: HTS tiltshiftadapter, Macro converter, CF-adapterfor Carl Zeiss lenses, battery adapter forview-camera operation of digital captureunit, and interchangeable focusingscreens.Unique accurate focusing with newTrue Focus-II and Immediate FocusConfirm (IFC).Print ready JPEG-files in 1/4 resolutionwith Hasselblad Natural Colours.

Joachim SchmeisserReachingever higher.8The HasselbladH System.AddIntelligence.The H5D combines extensive lens and capture informationwith data from more than 80,000 lens/converter/extensiontubecombinations to correct even the smallest of variationsand to bring about unparalleled imaging potential.To see how Hasselblad is bringing you closer and closerto technical image perfection, follow the QR link.www.hasselblad.com/intelligence

True evolutionnever ends.The H5D is the flagship of theHasselblad H System and representsthe most recent step in the on-goingevolution of the greatest camera systemin the world. But even we cannot achieveabsolute perfection...29Every camera and every lens, no matterhow perfectly produced, will have minorvariations and minor imperfections.These variances may not bother most,but we at Hasselblad strive for perfection.And that’s why we have devisednumerous ways to overcome these smallvariations.Each camera and body is individuallycalibrated with the exact measurementsand values for your specific gear. Andevery single H and HCD lens is measuredand calibrated in the factory inorder to enable them to supply accuratecalibration data to the camera.This level of precision and detailensures that each and every componentof the Hasselblad H5D system communicatesand interacts with the others in avery advanced and very precise fashion.This allows improvements such asensuring that the CCD sensor is in theoptimum position for the image planeand enabling the camera’s AF system tobe electronically calibrated to ensure themost accurate focusing for your specificbody / sensor unit combination.It also makes such Hasselbladadvancements as DAC, the first automatedLens Correction system on aMedium Format camera, and True Focuspossible.

Simon SonghurstHow do youimprove uponthe Perfect Lens?10

Frank Meyl, Ken Hermann, Ripley & Ripley, Tim Flach11 2The Evolution ofthe HC/HCD Lenses.First of all – there is nosuch thing as a perfect lens.No production technique is evertotally flawless. And all optics, allmechanics, have flaws; howevertiny they may be. Perfection,therefore, is unattainable.But that’s never stopped us fromtrying.For many years, the Hasselblad VSystem lenses, produced in collaborationwith Zeiss, were widely held as theclosest one could come to lens perfection,and were the standard by whichall lenses were measured. That is nolonger true. And nor should it be. The VSystem lenses may well have been thebest optics of their time. But times havechanged.The knowledge and expertise that wehave gained from over sixty years oflens design and the production of overone million lenses, combined withtoday’s computer assisted design,advanced computational models, andvastly improved production techniques,now enable us to produce lenses thatcould not even be imagined when VictorHasselblad first began producing cameras.Simply put, today’s HasselbladH System lenses outperform even thebest of the much loved V System Zeisslenses.Optical design of the HC and HCDlenses is led by our own master lensdesigners in Gothenburg, Sweden, andproduction and assembly is carried outto our exact specifications by Fujifilm inJapan. This collaboration has resultedin the remarkable HC and HCD lenses.These lenses provide a previouslyunheard of level of accuracy that makesour even more advanced digital lenscorrections, and the image quality theyprovide, possible.This unmatched quality may explain whyother high-end camera manufacturers,such as Leica, have gone to greatlengths to develop an adapter thatallows their cameras to use Hasselbladlenses. We can only assume that theyare trying to give their customers accessto the best lenses that money can buy.And we can only agree – every photographershould be able to experiencethe quality of the H System lenses.AddVision.Read more about the sciencebehind the best lenses on themarket and what this technologycan mean to your photography.www.hasselblad.com/vision

Some Lead,Others Follow.1112910 68372125113414The Hasselblad HC/HCD Lens Line:The First Step to the World’sGreatest Images1. HCD 4.8/24An Ultra-wide angle lens with a 104º diagonal angleof view providing outstanding performance over theentire image field. The most extreme wide-anglelens currently available in the medium-format.35 mm Lens equivalent: 18 mm2. HC 3.5/3589° diagonal angle of view. Advanced opticaldesign with rear focus mechanism to ensure highperformance even at close range.35 mm Lens equivalent: 26 mm3. HC 3.5/50A versatile lens with a moderate wide-angle effectand very low distortion.35 mm Lens equivalent: 37 mm4. HC 2.8/80The standard H system lens, suited for almost anytask in general photography.35 mm Lens equivalent: 60 mm5. HC 2.2/100A fast lens particularly suited to low-light situationsor for action shots where higher shutter speeds arerequired as well as creative portrait work.35 mm Lens equivalent: 73 mm6. HC Macro 4/120A very versatile lens for both close-up work andgeneral applications.35 mm Lens equivalent: 87 mm7. HC 3.2/150The perfect portrait lens. Also very suitable forlandscape photography.35 mm Lens equivalent: 110 mm8. HC 4/210Another perfect portrait lens, providing optimumperspective for head and shoulder portraits.Also very suitable for landscape photography.35 mm Lens equivalent: 155 mm9. HC 4.5/300The longest lens in the H System lens range,featuring a very fast autofocus, making it suitablefor certain sports and wildlife applications.35 mm Lens equivalent: 214 mm

Joachim SchmeisserThe HasselbladCentral Lens ShutterWhy accept poorimitations? For over60 years, in more thanone million lenses,Hasselblad central lensshutters have set thestandard for professionalimage capture.13 2Other Medium Format manufacturershave copied our approach, but noother central shutter lenses are as fast,accurate, durable, and energy efficientas the Hasselblad. It is one thing to producea rapid action central lens shutter.It is quite another to produce one thatlives up to and surpasses the extremedemands of today’s digital shooting.All Hasselblad cameras utilize centrallens shutters and a locking mirror, whichresults in far less mechanical vibrationand allows flash sync at any speed.This provides a very stable camera platform,ideal for demanding digital captureand longer exposures. Hasselblad lensshutters open and close extremely rapidly,without causing damage to the bladesand without using too much power. Andthey do this many tens of thousands oftimes, accurately and reliably.Read more about the unique andunduplicated design of these electromechanicalwonders and how they canhelp you get dramatically better imagesbelow.10. HC 3.5-4.5/50-110Range from wide-angle to short telephoto with exceptionallyhigh image quality at all focal length settings.35 mm Lens equivalent: 38-79 mm11. HCD 4-5.6/35-90The new HCD 4.0-5.6/35-90 zoom lens combinesour advanced optical design models and theH-system’s unique digital lens correction with anew aspheric lens element design to create whatwe think is the highest performing zoom lens on themarket today.35 mm Lens equivalent: 27–64 mm12. HCD 4/2895’ diagonal angle of view. Advanced optical designwith rear focus mechanism to ensure high corner tocorner sharpness even at close range.35 mm Lens equivalent: 21 mm13. Converter H1.7xAttaches between the lens and body to increasethe focal length by a factor of 1.7 and expands yourrange of lenses.14. Macro ConverterThe Macro Converter attaches between lens andcamera and is designed to be used with the wideangle lenses and to give them a better close range.The function is similar to a 6.5 mm extension tube,but the optical system of the converter providesmuch better performance.AddStability.Find out why all central lensshutters are not created equal.www.hasselblad.com/stability

Ken HermannHeavy, Slow,and Expensive.14

A Hasselblad camera is not the fastestcamera you will own. It is not the lightest cameraor the cheapest camera you will own. It isn’t thebest at many areas of photography where 35 mmcameras (or cell phones, or computer tablets, orwhatever) excel. What a Hasselblad camera is,simply put, is the best tool in the world for anytype of photography where ultimate image quality,colour, and detail are important.15 2a Hasselblad camera, shouldbe your tool of choice for any type ofshooting where your images need tostand out from the competition.Or for any situation where you wantto differentiate yourself from all themasses of cell phone, point and shootphotographers who are willing to settlefor less than the best.A Hasselblad is the camera for anyshot where you refuse to sacrifice imagequality, colour, or detail. For everythingelse there are other cameras.If your camera system has features thata Hasselblad doesn’t, then you’ve sacrificedimage quality to get them. It’s assimple as that.At Hasselblad we take our camerasand your images very, very seriously.And if you are a serious photographer,we think you should too.AddQuality.Learn the secrets behindHasselblad’s quest for theperfect image.www.hasselblad.com/quality

Stuart Weston16Are youbig enough?

Tim FlachAn experiencedperson can do prettygood things with smallequipment.But if you know howto use your gear, thenextra size sure neverhurts.217In a world where technology growssmaller and smaller, some things are stillbetter large. Like imaging sensors andlenses, for instance.Simply put, digital photography hasmade the advantages of Medium FormatDSLRs even more obvious. And nowwith the launch of the H5D camera line,Hasselblad is bringing these advantages– larger lenses and sensor size, moreadvanced optics, increased resolutionand clarity, and more – within reach of awhole new generation of photographers.AddSize.Learn more about why sizematters and what you can dowith extra resolution and detail.www.hasselblad.com/size

Andréa Klarin18Are youflexibleenough?

AddFreedom.Learn more about ourpowerful Phocus imageprocessing software.www.hasselblad.com/freedom19 2Working the wayphotographers work.LightRoom or Phocus, the ChoiceIs Yours. Today’s H cameras are partof a highly flexible system designed tomeet the ever changing demands ofhigh-end photography. In addition to arange of user customised options , withthe H5D System, you can work withinour own powerful image processingsoftware Phocus, ensuring that you haveaccess to all the most recent and usefulfunctions and developments. Or you canchoose to work with your Hasselbladfiles straight in Lightroom if you aremore familiar with Adobe’s software.All H5D cameras ship with a free copyof Adobe’s Lightroom 4.Phocus. Hasselblad’s proprietary imageprocessing software allows you to getthe most from the world’s most detailedimage files and to achieve groundbreakingnew levels of image qualityand technical precision. Phocus combineswith Hasselblad’s Natural ColourSolution and our advanced lens correctionsoftware to provide ultimate imagequality for every file. Phocus offersvarious highly specialized tools such asMulti-Shot support, as well as providingthe platform for our Phocus MobileApp, available from the Apple App Store,which enables wireless connectivity forthe iPad and iPod Touch.LIGHTROOM. In today’s hectic world,you may wish to work with what is mostfamiliar to you, instead of learning somethingnew. Adobe’s Lightroom is theworld’s most popular image processingsoftware, and we are continually improvingthe integration between Lightroomand Phocus. You can even operateyour Hasselblad camera tethered toLightroom thanks to a recently releasedplug-in. The Hasselblad Natural ColourSystem has also been ported intoLightroom together with our digital lenscorrection profiles.Ideal for medium format photographyas well as for aspirational 35 mm professionals,advanced amateurs and enthusiastsalike, Lightroom enables you toperfect, search, process and organizeyour images in a single solution regardlessof their source or your own experienceor skill level.

Dimitris Theoccharis20Does your system giveyou what you want,or only what you need?AddPossibility.Explore an entirely new worldof creative and technical freedom.www.hasselblad.com/possibility

221Go With the Flow - It’s YourCamera, Not Ours. Over the years wehave learned a lot about how photographerswork. We have also learned thatyou cannot always predict how you willneed to work in a given situation.For that reason we have designedthe H5D to be highly customizable sothat you can work precisely the way youwant to work, depending on your mood,the situation, or the job at hand. A singlebutton press lets you load your preferredprofile and the H5D will be set up foraction, with AF-mode, aperture/exposuretime, user button configuration, etc., predefinedaccording to your preferences.Any complete set-up of the cameracan be saved as a custom profile, andyou can even export and upload your profilesto other H5D cameras.Freedom of View. With a Hasselbladsystem you can see – and capture– images in a variety of ways. Youcan choose, for instance, between aneye-level or waist-level viewfinder. Thischoice of viewfinders enables you toshoot in the fashion that suits you orthe shoot the most; maintaining eye contactwith the model, or gaining impact byshooting from a lower perspective, forexample. And with the use of our uniqueTilt and Shift adapter, you get an evenwider wide range of creative focusingpossibilities. You can also easily attachyour H5D to a view camera for advancedstudio work.Staying Straight (Or Not). All H5Dcameras feature a Digital Spirit Levelfunction, which assists the user in placingthe camera vertically or horizontally,in order to attain the desired positioning,guided by information on the rear displayand on the viewfinder display.Is What You See, What You Get?Often, the first obvious thing to checkafter capture is whether an image is infocus or not. Removing your hands fromthe camera to enter a menu system,touch screen or otherwise, can wastevaluable time.For this reason, we have designedthe H5D to provide instant focus confirmvia one of six reprogrammable buttons(AE-L, True Focus, Mirror Up, Stop Down,P1 and P2).

Accessories22The Hasselblad approach to qualityis not limited to our cameras and lenses.Each one of the specially designed HSystem accessories plays its part inproducing the finest images possible.In true Hasselblad style, our accessoryrange is constantly evolving andexpanding to meet changing photographers’needs. For a full description of allHasselblad accessories, follow the linkat the bottom of this page.The CF adapter breathes new, digitallife into your prized collection ofHasselblad V System Zeiss lenses, allowingall lenses from the V system to beused on H system camera bodies, automaticallyexpanding the potential lensrange for H System cameras by morethan a dozen different focal lengths.The Macro Converter attachesbetween lens and camera and isdesigned to be used with the wide anglelenses to give them a better close range.The function is similar to a 6.5 mmextension tube, but the optical systemof the converter provides much betterperformance.HTS 1.5 Tilt and Shift AdapterDesigned for the HCD 24 mm, HCD 28mm, HC 35 mm, HC 50 mm, HC 80 mmand the HC 100 mm lenses, the HTS 1.5in effect adds six different “tilt and shiftlenses” to the Hasselblad HC/HCD lensrange.Not for sale in the U.S.AAddWhat you want.Explore the range ofHasselblad professionalaccessories and add-ons.www.hasselblad.com/extras

System Overviewand Camera SpecsCamera Type: Large sensormedium format DSLR.Sensor size:40 Mpixels (5478×7304).50 Mpixels (6132×8176).60 Mpixels (6708×8956).Sensor dimensions:40 Mpixels 32.9×43.8 mm.50 Mpixels 36.7×49.1 mm.60 Mpixels 40.2×53.7 mm.Image size:RAW 3FR capture 50/65/80MB on average. TIFF 8 bit:120/150/180 MB.H5D-200MS: RAW 3FR capture75/300/1200 MB on average.TIFF 8 bit: 150/150/600 MB.File format: Lossless compressedHasselblad RAW 3FR.Optional 1/4 resolution printreadyJPEG files.Lenses: Hasselblad HC/HCDlens line with integral centrallens shutter.Shutter speed range: 32,128 or 256 seconds to 1/800second depending on model.ISO speed range: 50 to 800or 100 to 1600 depending onmodel.Colour definition: 16 bit.Colour management:Hasselblad Natural ColourSolution.Focusing: Autofocus meteringwith passive central cross-typesensor. Metering range EV 1 to19 at ISO 100.Viewfinder options:HVD 90x: 90° eye-level viewfinderw. diopter adjustment(-5 to +3.5D).Image magnification 3.1 timesHV 90x: 90° eye-level viewfinderw. diopter adjustment(-4 to +2.5D).Image magnification 2.7 times.HVM: Waist-level viewfinder.Image magnification 3.2 times.IR filter: Mounted onCCD sensor.Exposure Metering options:Spot, Centre Weightedand CentreSpot. Meteringrange Spot: EV2 to 21.Centre Weighted: EV1 to 21.CentreSpot: EV1 to 21.Power supply:Rechargeable Li-ion battery(7.2 VDC/2900 mAh).Storage options: CF card typeU-DMA (e.g. SanDisk extremeIV) or tethered to Mac or PC.Storage capacity: 8 GB CF cardholds 120 images on average.Colour display: Yes, 3 inchTFT type, 24 bit colour, 230400 pixels.Histogram feedback: Yes.Software: Phocus for Macand Windows.Platform support:Macintosh: OSX. Windows: XP(32 and 64 bit), Vista (32 and 64bit), Windows 7 (32 and 64 bit).Host connection type:FireWire 800 (IEEE 1394b).View camera compatibility:Yes, Mechanical shutters controlledvia flash sync. Electronicshutters can be controlled fromPhocus.Operating temperature:0-45˚C/32-113˚F.Dimensions complete camera:w. HC80 mm lens:153×131×213 mm (W×H×D).Weight: 2290 g (Completecamera w. HC80 mm lens,Li-Ion battery and CF card).H5D-50/200MS: 2500 g(Complete camera w. HC80 mmlens, Li-Ion battery and CF card).223Specifications subject to change without noticemeet the family The New HasselbladH5D line comes in 40, 50, 60 megapixeland Multi-Shot configurations up to 200megapixels.All feature access to the HC/HCDcentral lens shutter lenses, our uniqueTrue Focus autofocus system, ourproprietary lens corrections software,and all the featues and benefits of theHasselblad System.

Introducing Lunar, a celebrationof the 50th anniversary ofHasselblad photography in space.Lunar’s legendary forerunner, theHasselblad 500C, captured some of themost iconic images of our time and wasan object of desire for every photographeraround the world.Lunar, with its mirrorless technology,ergonomic and beautiful form, selectionof exclusive materials, and designinspiration from the past, revives thetimeless charm of the 500C, with a decisivelyelegant and modern appeal.Lunar. Combining Hasselbladtradition with cutting edge technologyin a revolutionary new design.For more information, visit:www.hasselblad-lunar.com