Canon and Sony News for Jul 2018 (Page 3)

From Sigma:

Thank you for purchasing and using our products. We would like to announce that a firmware update for the SIGMA MOUNT CONVERTER MC-11 EF-E is now available.

This firmware update makes the SIGMA MOUNT CONVERTER MC-11 EF-E compatible with the latest firmware of existing SIGMA interchangeable lenses. For customers who own the SIGMA MOUNT CONVERTER MC-11 EF-E, please update the firmware via SIGMA Optimization Pro? by connecting it to a computer using the supplied USB Cable. Before updating the MC-11 firmware, please ensure SIGMA Optimization Pro has been updated to ver. 1.4.1 or later for Windows, and ver. 1.4.0 or later for Macintosh from the following download page.

Applicable Product

• SIGMA MOUNT CONVERTER MC-11 EF-E

Benefits of the Update

• It has become compatible with the following SIGMA interchangeable lenses for Canon that have the latest firmware Ver.2.00*.
• It has become compatible with the SIGMA 14-24mm F2.8 DG HSM | Art for Canon with firmware Ver.1.01.
• It has become compatible with the SIGMA 100-400mm F5-6.3 DG OS HSM | Contemporary for Canon with firmware Ver.2.02.

* SIGMA 14mm F1.8 DG HSM | Art?SIGMA 20mm F1.4 DG HSM | Art?SIGMA 24mm F1.4 DG HSM | Art?SIGMA 12-24mm F4 DG HSM | Art?SIGMA 50-100mm F1.8 DC HSM | Art

Download: SIGMA Optimization Pro

From Sigma:

This firmware allows compatibility with Canon’s in-camera Lens Aberration Correction function to enable correction matching the optical characteristics of each lens. It also corrects the phenomenon that abnormal images appear or operation errors occur when the function is enabled. This firmware also corrects the phenomenon whereby the continuous shooting speed decreases in certain combinations with some cameras when used with the 14-24mm F2.8 DG HSM | Art for Canon, and the phenomenon whereby the AF speed occasionally becomes unstable when used with the 100-400mm F5-6.3 DG OS HSM | Contemporary for Canon.

For customers who own the SIGMA USB DOCK and applicable products listed below, please update the firmware via SIGMA Optimization Pro. Before updating the firmware using the SIGMA USB DOCK, please ensure to update SIGMA Optimization Pro to Ver. 1.4.1 or later for Windows, and Ver. 1.4.0 or later for Macintosh.

Applicable Products

• SIGMA 14mm F1.8 DG HSM | Art for CANON
• SIGMA 20mm F1.4 DG HSM | Art for CANON
• SIGMA 24mm F1.4 DG HSM | Art for CANON
• SIGMA 12-24mm F4 DG HSM | Art for CANON
• SIGMA 50-100mm F1.8 DC HSM | Art for CANON

Benefits of the Update

• It has ensured compatibility with Canon’s in-camera Lens Aberration Correction function, which enables correction matching the optical characteristics of the attached lens.*
• It has corrected the phenomenon that abnormal images appear or operation errors occur when Canon’s in-camera Lens Aberration Correction function is enabled.

* Compatible Canon camera models:EOS-1DX mark II, EOS 5Ds, EOS 5Ds R, EOS 5D mark IV, EOS 6D mark II, EOS 80D, EOS 8000D(EOS Rebel T6s, EOS 760D), EOS 9000D(EOS 77D) , EOS Kiss x8i(EOS Rebel T6i, EOS 750D), EOS Kiss x9i(EOS Rebel T7i, EOS 800D), EOS Kiss x9(EOS Rebel SL2, EOS 200D)

• SIGMA 14-24mm F2.8 DG HSM | Art for CANON

Benefits of the Update

• It has corrected the phenomenon whereby the continuous shooting speed decreases in certain combinations with some cameras.

• SIGMA 100-400mm F5-6.3 DG OS HSM | Contemporary CANON

Benefit of the Update

• It has corrected the phenomenon whereby the AF speed occasionally becomes unstable.

Download: SIGMA Optimization Pro

Sigma USB Dock – B&H | Adorama

From Apple:

Now Featuring Up to 6-Core Processors and 32GB of Memory, True Tone Display and the Apple T2 Chip

Cupertino, California — Apple today updated MacBook Pro with faster performance and new pro features, making it the most advanced Mac notebook ever. The new MacBook Pro models with Touch Bar feature 8th-generation Intel Core processors, with 6-core on the 15-inch model for up to 70 percent faster performance and quad-core on the 13-inch model for up to two times faster performance — ideal for manipulating large data sets, performing complex simulations, creating multi-track audio projects or doing advanced image processing or film editing.

Already the most popular notebook for developers around the world, the new MacBook Pro can compile code faster and run multiple virtual machines and test environments easier than before. Additional updates include support for up to 32GB of memory, a True Tone display and an improved third-generation keyboard for quieter typing. And with its powerful Radeon Pro graphics, large Force Touch trackpad, revolutionary Touch Bar and Touch ID, dynamic stereo speakers, quiet Apple-designed cooling system and Thunderbolt 3 for data transfer, charging and connecting up to two 5K displays or four external GPUs, it’s the ultimate pro notebook.

“The latest generation MacBook Pro is the fastest and most powerful notebook we’ve ever made,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing. “Now with 8th-generation 6-core processors, up to 32GB of system memory, up to 4TB of super fast SSD storage, new True Tone technology in its Retina display and Touch Bar, the Apple T2 chip for enhanced security and a third-generation quieter keyboard packed into its thin and light aluminum design with all-day battery life, it’s the best notebook for pro users.”

Faster, More Powerful Pro Notebook Computing

The new MacBook Pro is now faster and more powerful, with 8th-generation 6-core Intel Core processors on the 15-inch MacBook Pro for up to 70 percent faster performance and 8th-generation quad-core Intel Core processors on the 13-inch model for performance that’s up to twice as fast.1 With the option to add up to 32GB of memory on the 15-inch MacBook Pro, users can run more apps simultaneously or load larger files into memory. And with up to a 2TB SSD on the 13-inch model and up to a 4TB SSD on the 15-inch, MacBook Pro gives customers the flexibility to work with large asset libraries and projects wherever they go.

Retina Display with True Tone Delivers Ultimate Viewing Experience

With 500 nits of brightness and support for the P3 wide color gamut, the Retina display on MacBook Pro is the best Mac notebook display ever. Now with True Tone technology, the display and Touch Bar deliver a more natural viewing experience for design and editing workflows, as well as everyday tasks like browsing the web and writing email.

Apple T2 Chip Delivers Enhanced Security and “Hey Siri” on Mac

Also new to MacBook Pro is the Apple T2 chip, first introduced in iMac Pro. With the Apple T2 chip, MacBook Pro now delivers enhanced system security with support for secure boot and on-the-fly encrypted storage, and also brings “Hey Siri” to the Mac for the first time.

15-Inch MacBook Pro Highlights

• 6-core Intel Core i7 and Core i9 processors up to 2.9 GHz with Turbo Boost up to 4.8 GHz
• Up to 32GB of DDR4 memory
• Powerful Radeon Pro discrete graphics with 4GB of video memory in every configuration
• Up to 4TB of SSD storage2
• True Tone display technology
• Apple T2 Chip
• Touch Bar and Touch ID

• Quad-core Intel Core i5 and i7 processors up to 2.7 GHz with Turbo Boost up to 4.5 GHz and double the eDRAM
• Intel Iris Plus integrated graphics 655 with 128MB of eDRAM
• Up to 2TB of SSD storage2
• True Tone display technology
• Apple T2 Chip
• Touch Bar and Touch ID

First introduced with MacBook, Apple leather sleeves are now available for the 13-inch and 15-inch MacBook Pro in Saddle Brown, Midnight Blue and, for the first time, Black. Designed with high-quality leather and a soft microfiber lining for extra protection, the sleeves are a perfect complement to MacBook Pro for users on the go.

macOS Mojave Coming This Fall

This fall, MacBook Pro can be updated with macOS Mojave, the latest version of the world’s most advanced desktop operating system, with new features inspired by pros but designed for everyone. In macOS Mojave, a new Dark Mode transforms the desktop with a dramatic new look that puts the focus on user content. The new Stacks feature organizes messy desktops by automatically stacking files into neat groups. Familiar iOS apps, including News, Stocks, Voice Memos and Home, are now available on the Mac for the first time. FaceTime now adds support for group calling, and the Mac App Store gets a full redesign featuring rich editorial content and the addition of apps from top developers, including Microsoft and Adobe.

Pricing and Availability

Starting at $1,799 and $2,399 respectively, the updated 13-inch MacBook Pro models with Touch Bar and 15-inch MacBook Pro models with Touch Bar are available today through select Apple retail stores and Apple Authorized Resellers later this week.

B&H has the new MacBook Pros available for preorder.

Just posted: Really Right Stuff PC-LR Round Panning Clamp Review.

Do you wish you would have opted for a panning clamp version of your tripod head? Or, do you only occasionally need a panning clamp? Those are just two reasons why this product might appeal to you.

The Really Right Stuff PC-LR Round Panning Clamp is in stock at B&H.

From Sony:

This update (version 3.01) provides the following benefits:

• Function menu correction for cameras updated to firmware version 3.00:
• Corrects a condition where the camera may not operate properly after updating to firmware version 3.00
  Note: For cameras updating from version 3.00 to 3.01, the registered settings for the Fn (function) menu may not be inherited. You may need to customize the menu to your preferred settings again.
• New lens support (SEL400F28GM):
• Optimization of optical image stabilization performance, and support for new image stabilization mode of the lens (Mode 3)
• Addition of Function Ring(Lens) to the menu
• Note: For the SEL400F28GM lens, the APS-C S35/Full Frame Sel. setting is assignable to the Function Ring in addition to Power Focus.
• Addition of Aperture Drive in AF to the menu
• Note: With the SEL400F28GM lens, focus will not be locked even during continuous shooting at F-values greater than F11 under the following conditions: AF-C, electronic shutter, and the Aperture Drive in AF menu set to Focus Priority. Continuous shooting speed might be slow when the F number is over F11.
• Added functions for professionals engaged in sports/news media:
• Adds the Write Serial Number option (On/Off) to the menu for selecting your preference in writing the serial number to the Exif data
• Improvements in auto focus performance and functionality:
• Improves tracking performance of moving subjects in AF-C mode
• Improves auto focus speed in low light
• Adds AF Track Sens as a selectable option for custom key settings
• Adds support for all focus areas when using LA-EA3 mount adaptor
  (Focus Area options added: Zone, Expand Flexible Spot, and Lock-on AF)
• Improvements in flash control performance and functionality:
• Reduced release time lag when shooting with flash
• Adds support for Slow Sync and Rear Sync when using flash wirelessly
• Adds support for white balance automatic correction when using color filter of external flash (HVL-F60RM)
• Other Improvements:
• Stabilized release time lag when shooting in AF-C mode
• Improves overall stability of the camera

Download: Sony a9 Firmware v.3.01

Want to know more about the Sony a9? Check out our full review here.

From Skylum:

The 1.3.0 update includes numerous features enhancements and bug fixes for the Windows and Mac versions.

Mac New & Improved Features:

• IMPROVED Raw Develop. The Raw Develop filter has improved handling of the Lens and Transform effects. Effects are not shown on the left side (Before) when using the Compare option. The effects are also not blended with original when using the Filters Amount slider.
• IMPROVED Sharpening. The Sharpening filter is more responsive and accurate. As you adjust the controls all changes are visible in high resolution with real-time feedback.
• IMPROVED Batch Processing. You can now export to several file formats including new options for PDF and JPEG-2000.
• IMPROVED LUT Mapping. You can now easily scroll through your LUTs in the LUT Mapping filter. Just hover your mouse over a LUT and it updates in real-time.
• IMPROVED Language Support. Luminar offers eight Improved localizations: Chinese, Chinese Simplified, French, German, Japanese, Portuguese, Portuguese (Brazil), and Spanish.
• IMPROVED Image History. It is now possible to use the “Save History” option when saving a file with the “Windows Compatible” option. Additionally, White Balance presets are now displayed in an image’s history with the preset name when using the RAW Develop and Develop filters.
• NEW Plugin Support. The following third-party plugins can now be used via the Plugins menu: Imagenomic Noiseware 5, Imagenomic Portraiture 3, Imagenomic Realgrain 2, and DxO FilmPack 5.
• IMPROVED Filter Controls. To save you time, all filter checkboxes can be enabled or disabled by clicking on the control name or the checkbox. Additionally, be sure to try scrubbable number sliders. Just mouse over the value for a filter and then click and drag left or right to move the slider.
• IMPROVED JPEG Controls. Take precise control over JPEG and JPEG-2000 compression. You can see a numeric value for the Quality slider. You can also click on the number and enter a precise value.

Windows New & Improved Features:

• NEW Faster opening of RAW-files. You can now open raw files much faster thanks to improvements in our RAW engine.
• NEW White Balance Tool. A new White Balance functionality and eyedropper tool have been added to the Raw Develop, Develop, and Color Temperature filters.
• NEW Image History. It is now possible to use the “Save History” option when saving a file. Additionally, White Balance presets are now displayed in an image’s history with the preset name when using the RAW Develop, Develop and Color Temperature filters.
• NEW Layer Renaming. For all new layers, you add to a document (except for the original image) you can choose to assign a custom name. Just double-click on a layer’s name to edit it. This is a great way to organize adjustment and image overlay layers in your project.
• IMPROVED Filter Performance. You can now add or subtract filters more quickly to an image.
• IMPROVED Blending Modes. When you choose a blending mode for an Adjustment or Image Layer, the experience is even easier. Just hover your mouse over a blending mode and it updates in real-time. This is an easy way to simply mouse-over the list to find the perfect blending mode.
• IMPROVED LUT Mapping. You can now easily scroll through your LUTs in the LUT Mapping filter.
• IMPROVED Language Support. Luminar offers seven improved localizations: Chinese, Chinese Simplified, French, German, Japanese, Portuguese (Brazil), and Spanish.
• NEW Canvas Color. You can now set the Canvas background color to White. Choose View > Background > White to set the working Canvas to White or choose from other shades of gray or black.
• IMPROVED Sharpening. The Sharpening filter is more responsive and accurate. As you adjust the controls all changes are visible in high resolution with real-time feedback.
• NEW DNG Camera Profiles (DCP). Are you looking for truly professional control over your raw files? Then give DNG Camera Profiles a try. Luminar recognizes the industry standard DCP files that you may already have on your computer (or have bought from third parties).
• IMPROVED Batch Processing. Windows users gain the useful Batch Processing improvements. These include the ability to “Replace or Skip Files” when saving the file with the same name when Batch Processing. Additional options include the ability to create JPEG and TIFF files as well as improved reliability when renaming and numbering files on export.

Note: Use coupon code THEDIGITALPICTURE to save $10.00 on your Skylum Luminar purchase.

Download: Skylum Luminar v.1.3.0

Just posted: Really Right Stuff FG-02 Fluid-Gimbal Head Review.

After reviewing the Really Right Stuff PG-02 Pano-Gimbal Head, I couldn't resist trying the fluid version of that head. That was a good decision.

The Really Right Stuff FG-02 Fluid-Gimbal Head is available for order at B&H.

From Cactus:

The last remaining X-TTL firmware version for Canon is NOW available!

Hong Kong, June 1, 2018 – Besides retaining the revolutionary cross-brand abilities of remote power control and wireless HSS of Canon, Fujifilm, Nikon, Olympus, Panasonic, Pentax and Sigma flashes simultaneously, the new system-specific X-TTL firmware for Canon adds TTL on-camera and wireless TTL in off-camera setup for Canon flashes.

Wireless E-TTL

The Canon system is unique where only Canon system flashes, Cactus RF60 and RF60X flash can be triggered by a Canon camera for wireless TTL.

Features at a glance

• Cross-brand wireless wireless wireless manual power and zoom manual power and zoom manual power and zoom control control control with HSS/FP with HSS/FP with HSS/FP support support support of Canon, Fujifilm, Nikon, Olympus, Panasonic, Pentax and Sigma flashes;¹
• Wireless E-TTL of Canon and Cactus wireless flashes; ²
• Two Exposure Locks offer consistency with the conve Two Exposure Locks nience of wireless TTL;
• Worksseamlessly with Cactus RF60X and RF60 seamlessly with Cactus RF60X and RF60 seamlessly with Cactus RF60X and RF60 to support remote HSS, TTL, as well as power and zoom control.

New Protocol and Upcoming Firmware Releases

Since the release of Pentax X-TTL firmware, a new wireless protocol has been adopted.³ To work seamlessly with a Cactus RF60 and RF60X, be sure to also update to the latest firmware.

This Canon version is the last leg of X-TTL firmware on the Cactus V6 II. Together with recent released X-TTL firmware for Fujifilm, Sigma and Sony, now are X-TTL firmware versions are running on the new wireless protocol. Next on the list for update is the original V6 (current firmware 2.1.001) and Multi-brand HSS firmware on the V6 II (current firmware 1.1.013) where they will be made to operate on the new protocol in the near future.

To download the latest firmware versions for each of the Cactus devices, get the latest Cactus Firmware Updater and you will be able to select the latest firmware versions.

Price and Availability

System-specific X-TTL firmware versions are FREE of charge. Download the Cactus Firmware Updater and select the corresponding system firmware to install the Canon X-TTL firmware on the Cactus V6 II.

Cactus V6 II Transceiver Retailers – B&H | Adorama | Amazon

¹ With the exception of Pentax system flashes due to special timing requirements so it must be paired with a Pentax camera in order to support HSS.
² Applies to both on and off-camera setups.
³ To understand more about the new protocol and how to update your firmware, please visit X-TTL microsite at https://www.cactus-image.com/special/X-TTL/.

From Nikon:

Nikon to Award $25,000 to Support Talented Photojournalists, from Around the World, Working on Documentary Photography Projects

MELVILLE, NY – Nikon Inc. is pleased to announce the five recipients of the 2018 Women Photograph + Nikon Grant. The Grant, a continuation of Nikon’s ongoing support for the next generation of visual storytellers, is a collaboration with Women Photograph to help elevate the voices of female and non-binary photojournalists. “As a brand, Nikon is committed to empowering photographers to tell impactful stories through compelling photography and videos,” said Lisa Baxt, Associate General Manager, Communications, Nikon Inc. “Each of these five talented individuals have a powerful visual voice, and we are proud to lend our support and help them continue to share their stories with the world.”

Nikon Inc. partnered with Women Photograph to identify five emerging and accomplished female and non-binary photographers and award each with a $5,000 USD grant to support their documentary projects and elevate their voices within the photojournalism community.

The five recipients are:

• Anna Boyiazis (USA), an American documentary photographer, focusing on issues including human rights, public health, and women’s rights
• Jess Dugan (USA), an American documentary photographer who focuses on social issues surrounding identity, gender, sexuality, and community, showcasing the LGBTQ community
• Ana Maria Arevalo Gosen (Venezuela), a documentary photographer with an education in political sciences, documenting the economic hardships that have plagued her home country
• Etinosa Yvonne Osayimwen (Nigeria), a self-taught photojournalist, using the power of photography to tell stories and amplify the voices of less privileged individuals in Nigeria
• Tasneen Alsultan (Saudi Arabia), a freelance investigative writer and photographer working in the Middle East focusing on human rights and social issues specific to gender in the Arab Gulf region

To learn more about these photographers and their projects, please visit https://www.womenphotograph.com/grantees-2018.

“We received more than a thousand proposals for the Women Photograph + Nikon Grants from photojournalists around the world,” said Daniella Zalcman, founder and director of Women Photograph. “We are excited to see Nikon promoting our mission to diversify the photography industry and amplify the voices of women and non-binary storytellers from all corners of the globe.”

From Canon USA:

Firmware Version 1.0.4 incorporates the following fixes:

• Corrects a phenomenon in which in rare instances, the operation buttons and some touch panel functions do not respond.

Download: Canon EOS 6D Mark II Firmware v.1.0.4

See how easy it is to improve the look of your photos with automatic bounce flash. Join photographer Vanessa Joy as she walks you through the features of Canon's Speedlite 470EX-AI at a lively kids' birthday party.

Order your Canon Speedlite 470EX-AI at: B&H | Adorama | Amazon | Wex Photo

Just posted: Canon EF 70-200mm f/4L IS II USM Lens Review.

This is a great little lens. While image sharpness was not improved significantly in this lens upgrade, other aspects have been significantly improved.

The Canon EF 70-200mm f/4L IS II USM Lens is in stock at B&H | Amazon | Adorama | WEX.

Rent the Canon EF 70-200mm f/4L IS II USM Lens from Lensrentals.

From Nikon:

With its Impressive NIKKOR 24-3000mm Equivalent Optical Zoom Lens and Advanced Shooting Controls, the New COOLPIX P1000 Brings Creative Possibilities Closer Than Ever

July 10, 2018 – MELVILLE, NY – Today, Nikon Inc. announced the COOLPIX P1000, the new undisputed powerhouse of superzooms. With an incredible 125X optical zoom (24-3000mm equivalent) powered by high performance NIKKOR optics; the P1000 is the ideal companion camera for birding, sports, wildlife and celestial-photographers seeking superior performance from extreme distances. Beyond its incredible zoom range, the versatile 16-megapixel COOLPIX P1000 captures 4K UHD video and offers a myriad of manual controls, as well as user-friendly functions including built-in Wi-Fi1 and Bluetooth2 connectivity, letting photographers of all levels explore and share their creativity.

“The COOLPIX P1000 is the first of its kind for a compact digital camera,” said Jay Vannatter, Executive Vice President, Nikon Inc. “It raises the bar for superzoom cameras and is a testament to our commitment to delivering innovative tools that offer creative freedom to capture and allow users to share their unique visions of the world.”

Powerful Optics go the Distance

The COOLPIX P1000 incorporates state-of-the-art NIKKOR technology, designed with ED and Super ED lens elements, boasts the world’s most powerful3 125X optical zoom lens (24-3000mm f/2.8-8) and 250X Dynamic Fine Zoom4, equivalent to a staggering 6000mm from macro to extreme distances. This powerful zoom range gives the P1000 the versatility to chronicle an adventure filled vacation, capture a favorite ballplayer from the top tier of a stadium or fill the frame with celestial objects like the moon, that normally only a telescope could reach.

Versatility Ignites Creativity

The COOLPIX P1000 makes it easier than ever for photographers to express their personal creativity. Through its host of manual functions and RAW (NRW) image output, the P1000 is great for advanced users seeking precise control from point of capture to post-production. The COOLPIX P1000 offers an innovative control layout complete with a function button, command dial and mode dial to bring frequently used functions to a photographer’s fingertips.

Additionally, the camera includes a focus mode selector that can be used to change the focus mode and a control ring that allows for the adjustment of settings such as the white balance and manual focus. Photographers will find the camera’s built-in 2.3-million dot OLED electronic viewfinder (EVF) helpful when composing their shot, while the Vari-Angle 3.2-inch 921K-dot TFT LCD display is ideal for capturing challenging angles like framing a performer on a concert stage.

The COOLPIX P1000 offers numerous picture controls, creative modes and filter effects to help photographers bring their creative vision to life. Whether capturing the night sky or a bird perched on a tree branch, users can take advantage of the camera’s designated scene modes, such as Moon Mode and Bird Watching Mode, to automatically adjust settings to deliver brilliant results in a variety of environments. While amazing for extreme zoom, the COOLPIX P1000 also supports versatile shooting scenarios like capturing macro images from as close as 1 cm away. Beyond mastering still photography from both near and far, the P1000 is also capable of incredible 4K UHD video with stereo audio recording and time-lapse effects to further expand artistic expression. Lastly, with built-in Wi-Fi and Bluetooth connectivity, images will transfer automatically to a photographer’s compatible mobile device so family and friends can view stunning vacation moments or epic shots of the night sky in real time.

New Accessory: Bluetooth Connected Remote

The new COOLPIX P1000 is equipped with an accessory terminal and an accessory shoe that supports a wide variety of compatible devices, including external Nikon Speedlights. To bring more capabilities and creative control to photographers, Nikon also announced the new ML-L7 Bluetooth connected remote as another optional accessory available for the COOLPIX P1000. The ML-L7 Bluetooth connected remote control expands the shooting possibilities of the P1000 by enabling users to trigger various camera functions, including video start and smooth zoom control, remotely.

Price and Availability

The COOLPIX P1000 will have a suggested retail price (SRP) of $999.95 and will be available in September 2018. The new ML-L7 Bluetooth connected remote control will also be available in September 2018 for a SRP of $49.95.

Preorders:

Nikon COOLPIX P1000 Digital Camera – B&H

by Sean Setters

When you hear the phrase "105mm f/1.4 lens," what kinds of image characteristics or shooting circumstances immediately come to mind? For me, it's a wonderful subject/background separation via soft, creamy bokeh and a compression that helps create a pleasing head shot. It's low light shooting, where the wide f/1.4 aperture allows for capturing imagery in situations where an f/2.8 just won't do. But in its latest promo video, Sigma decided not to feature any of the traits that make its 105mm Art lens so desirable. Instead, they had photographer Sascha Hüttenhain shoot full-bodied images dancers, in his studio, in front of a white backdrop.

Why?

This has got to be one of the worst marketing videos I've ever seen. It doesn't highlight the product's strengths, at least through its concept or imagery.

While the narrorator indeed mentions that the lens is "...ideally suited for low-light situations, or to seperating subject and background," the video doesn't highlight either of these uses. First of all, the entire shoot takes place in a studio that's lit with high-power strobes and/or fresnel lights. If you're in a studio using strobes, guess what? You don't need an f/1.4 aperture. And second, the blank white background used makes it impossible to discern any subject-to-background separation created by the lens. But even if the background wasn't blank, the loosely framed full body portraits wouldn't really show off the lens' background separation capabilities unless the background was miles away. Throughout the video, there's only one image out of five (found at the 1:40 mark) that even hints at the lens' wide aperture results.

In otherwords, the photographer could have used any lens featuring a 105mm focal length for the featured shoot. Do you already own a 70-200mm telephoto zoom? How about a 24-105mm general purpose zoom? Good! You already have what you need for shooting dancers in a studio using a blank white wall.

Sigma, if you're going to make me want this lens, you're going to have to showcase what makes the lens special. Show me what the results look like at f/1.4 where you're blurring a not-so-photogenic background into oblivion. Show me how I can capture a dancing couple in very low light with string lights draped in the background. But please, Sigma, don't show me an official marketing video that makes the unique features of your product seem completely irrelevant.

If you have more imagination than Sigma and know how to make the 105mm f/1.4 DG HSM Art lens shine, you can preorder the lens at the following retailers:
B&H | Adorama | Amazon | Wex Photo Video