Prepress
Hasselblad Announces Revolutionary New Tilt and Shift Adapter
Friday 11. July 2008 - The new powerful, portable, HTS 1.5 adapter, which is patent pending, adds tilt, shift and rotation to the Hasselblad HCD28mm, HC35mm, HC50mm and HC80mm lenses. It delivers corrective and creative image control to the H3DII series of cameras and opens entire new segments of photography to this exciting form of photographic expression.
Christian Poulsen, Hasselblad Chief Executive Officer, says, “We are extremely excited about this new product. Thanks to its extreme portability, the HTS 1.5 will not only bring creative image control to demanding applications such as architecture and landscape photography, but opens the doors to a wide range of exciting new creative application areas. This means more creativity for all photographers in their current shooting style as well as the opportunity to enter into new areas of photography.”
Poulsen continues, “It has always been a standard creative practice to break rules in order to produce images that are a bit different than the norm, and large-format users have been well acquainted with the creative possibilities that arise from wrong camera or lens movements. Hasselblad users can now also enjoy this stimulating freedom.”
Expanding on Hasselblads camera integration strategy, the HTS 1.5 delivers a new groundbreaking level of image quality and precision, never before achieved with a tilt/shift camera. The HTS 1.5 is equipped with integral sensors on all axes that tell the camera exactly where the lens is positioned and what its optical axis point is, so that correct perspective and lens alignment are obtained automatically within the camera. The sensors also communicate key data to the camera in order to enable Hasselblads digital lens correction for optimal image quality. Certain lens movements require that the image be re-focused, and with the HTS 1.5 solution, this occurs automatically too. These superior results are achieved by integrating superior digital technology with the benefits of superior optic movements.
Poulsen concludes, “The continuing need for optical image control is evidenced by the large number of photographers that use some form of hybrid camera for movement shots. These mix and match capture systems do not provide the optimum format and performance gained by integrating superior digital technology with the benefits of superior optic movements. At Hasselblad we do not want to talk about view cameras or large- and medium-format, but rather of an integrated professional image capture system, designed to offer maximum flexibility and benefits to its user. Todays technology should allow a system to exist that will satisfy the most demanding photographer with any project they are undertaking. I trust the H3DII and accessories like the HTS 1.5 have done a lot in helping to achieve that goal, and cant wait to see the photographic results.”
The Hasselblad HTS 1.5 adapter is priced at £2,695 excluding tax and will be available from Q1, 2009.