Capturing the ThruDark 'End of Days' Parka in Iceland with the Fujifilm GFX100S II

Capturing the ThruDark 'End of Days' Parka
in Iceland with the Fujifilm GFX100S II

The ThruDark "End of Days" Parka is designed for the edge of the world, destined for the end of the world. So, when it came time to shoot this product, there was only one place that felt fitting: Iceland. With just four days - including travel - to capture the campaign, we had to work fast and efficiently. In such extreme conditions, the right equipment is absolutely crucial, especially when facing temperatures as low as -30°C.

When I last used the Fujifilm GFX system, it was in Wales, and while the conditions were still challenging, they were much more manageable. Drawing from my previous experiences, I decided to use the GF 45-100mm F4 lens. This choice allowed me to avoid changing lenses constantly and provided enough variation in focal lengths to cover a wide range of shots without missing a beat. Operating in extreme environments, where you can experience all four seasons in a single day, requires careful gear selection. On ThruDark shoots, we're often hiking for an hour or two to reach our locations. As a result, whilst durability and reliability are key, so is minimising weight.

When I first received the GFX100S II blew me away, delivering the performance of a medium-format camera in such a compact body. Pairing it with versatile zoom lenses like the GF 45-100mm and GF 20-35mm felt like a perfect balance between weight and performance. I was able to comfortably fit the gear in my bag, hike in, get the shots I needed, and hike out without unnecessary hassle.

Anyone who has worked in extremely cold environments knows that the moment you take off your gloves, you have mere minutes before your fingers lose all feeling. Thicker gloves are often a necessity, so having a camera that’s simple and ergonomic to use is vital. The GFX100S II surprised me with just how well it performed in these conditions. The deep grip allowed me to comfortably hold the camera, even while wearing thicker gloves. This was especially important when using the GF 45-100mm zoom lens, which isn't exactly small and light. The build quality of the equipment instilled confidence that it could withstand whatever Iceland's weather threw at it—and perform flawlessly.

Another standout feature of the GFX system is its weather sealing. Condensation can be a serious issue when moving from subzero temperatures to the warmth of the car or shelter, but the camera handled those transitions incredibly well. I’ve had other systems where condensation would form on the lens, forcing me to wait it out - something you simply can’t afford to do when time is limited.

As for autofocus, it was generally reliable and responsive. The only time it struggled was in intense wind, which would whip snow into the frame, causing momentary focus hunting. But overall, it was more than capable of handling the conditions.

One of the most praised features of the Fujifilm systems is its in-camera film simulations. I’ve found these to be incredibly useful, especially for on-the-go previews. While many professionals may not share this approach, I often use the film simulations to send creative previews to the ThruDark HQ. On this shoot, I chose to work with Classic Chrome, as its increased contrast and subtle saturation complement ThruDark’s aesthetic perfectly. Being able to send JPGs directly from the camera to my phone, with a more polished, creative look, is a real luxury and proved a useful feature in communication between myself and the team back at HQ.

At one point, I was asked if I had a hero image in mind that would be suitable for a full-page magazine ad. I transferred an image to my phone, sent it to HQ, and they loved it immediately. Normally, you’d say, “it is a raw image, it hasn't been edited yet,” but having a ready-to-go, creative preview made a big difference. The intention was to use a different image from a previous shoot for the magazine, but after the team saw what I sent through, they changed their mind. That evening, I then edited the image in Lightroom, and a week later, it appeared in a magazine. The medium-format file printed beautifully in glossy A4 format - a testament to the quality of the GFX system.

This wasn’t my first time using the GFX system, but it was my first experience with the newer models. Initially, I had doubts about whether I should stick with a more familiar camera system for Iceland’s extreme environment, especially considering the high importance of the shoot.

However, as soon as I started shooting with the GFX and reviewing my final image selections, I can confidently say I made the right choice. The ThruDark Parka is a flagship piece in their collection, and the images needed to reflect that high level of quality. Shooting in Iceland’s remote landscapes with the Fujifilm GFX100S II was the perfect tool for the job.