DNG File Format

We have developed a new Hasselblad raw file format called 3F RAW (3FR) to help implement our new unique color system. The new 3FR file format is designed to ensure that images captured on Hasselblad digital prod- ucts are quickly, effectively and safely stored on the available media (CF card, Imagebank, etc). The file format includes lossless image compression, which reduces the required storage space by 33%. Combined with the architecture of the Hasselblad backs, this allows you to capture up to 35 shots per minute.

The 3FR file defines the colors in the Hasselblad RBG color space with its out-of-the-box quality, and used in FlexColor it removes both the need for experimenting with different color profiles to obtain optimal colors and the need for selective color corrections.

3FR files can be converted directly into Adobe’s raw image format DNG (‘Digital NeGative’), bringing this new technology standard to the professional photographer for the first time. The DNG file format enables raw, compressed image files to be opened directly in Adobe Photoshop. This enables photographers to operate quickly and efficiently, reducing the ‘downtime’ taken to process image data and enabling final images to reach the customer more quickly. Hasselblad image files carry a full set of metadata, including capture condi- tions, keywords and copyright, facilitating work with image asset management solutions. For specialist com- mercial photographers, the full productivity and creative freedom offered by Hasselblad’s FlexColor workflow software is also available when importing the DNG file.

Capable of working with multiple cameras

Hasselblad CF digital backs can be attached to most of the professional medium-format SLR and large-for- mat view cameras on the market with a simple 4-screw attached adapter plate, enabling you to bring digital capture to your favorite cameras and lenses with one convenient digital back.

Instant Approval Architecture

Limitless digital image capture loses some of its potential if the photographer cannot quickly review and select the best images to present to the client. Building on the success of its Audio Exposure Feedback technology, Hasselblad has created Instant Approval Architecture (IAA), an enhanced set of feedback tools, designed to liberate the photographer to focus on the shoot rather than the selection process. IAA triggers audible and vis- ible signals for each image captured, telling the photographer immediately whether the image has a red, am- ber or green light status. The information is recorded both in the file and in the file name, providing a quick and easy way to classify and select images, in the field or in the lab. CF backs are fully integrated with Hasselblad’s Instant Approval Architecture, bringing automated image classification into your digital workflow from the split second of capture. IAA is a Hasselblad trademark and Hasselblad has a patent pending on the invention. A larger, enhanced OLED display in the new Hasselblad products provides a realistic, high quality and perfect contrast image view, even in bright sunlight, to allow instant on-site image approval.

FlexColor workflow for professional photographers

FlexColor offers an image processing workflow with the highest degree of control for the studio photogra- pher. In tethered operation, tools like live video and overlay masking help bring productivity to advanced set composition. The newest FlexColor version allows the photographer to manipulate color temperature and compare image details across multiple images for precise image selection. FlexColor works on the basis of the raw 3FR files generated by the CF backs. FlexColor runs natively on both Macintosh and Windows computers and is licensed to allow you to provide free copies for all your co-workers and production partners.

Three modes of operation and storage

Optimum portability and image storage are critical for the professional photographer. CF backs enable you to choose between portable CF card storage, the flexible Firewire drive, or tethered operation with extended, special capture controls. With these three operating and storage options, the photographer is able to select a mode to suit the nature of the work at hand, whether in the studio or on location.

‘Instant’ user interface

The CF backs are operated via an easy-to-use user interface, utilizing a series of ‘instant’ one-button-click op- erations including instant capture, instant browse, instant approval, instant zoom, and instant image info.

All in all, the Hasselblad CF line of digital backs provides the discerning photographer the opti- mum in freedom for professional level digital capture, so remember —

the supreme Hasselblad potential is there, it’s up to you to exploit it!