“A Creative Awakening”

There are many who have yet realized their inner creativity.
A banker who has given up becoming a painter.
An athlete who has given up becoming a photographer.
A fashion model who has cultivated ideas over the years for photography.
SQ10 is a camera that awakens these people’s creative potential and fulfills their inner desire
to express themselves.
Anyone can easily take photos full of creativity.
Through the journey of an individual’s creative awakening, FUJIFILM aspires to show how creativity can be unleashed and how joyful it is to express yourself to the fullest.


Helena Christensen was born in Copenhagen, Denmark, on December 25, 1968. She began her modeling career after graduating as a 20 year-old and made her first appearance on the cover of Vogue in 1990. She went on to become part of the “supermodel” phenomenon of the 1990s.

With a lifelong passion for photography and drawing inspiration from the legendary photographers she has worked with in her career, she is an accomplished photographer, whose work has been exhibited internationally and appeared in major magazines and advertising campaigns. She is also an ambassador and photographer for non-profit organizations such as Oxfam and the United Nations High Commissioner for Refugees.

My main interest is photography…
When you work behind the lens
there really are no limits.
You just try to capture
what your eyes see
and your heart feels.

FUJIFILM's earnest challenge
the new type of instax.
The world of equal dimension is
now all yours.