As a mid-range choice, the H4D-40 is the medium format DSLR camera that suits the situations and aspirations of many professional photographers. It is the perfect choice for those who want to tailor their equipment to match assignment demand. It lists features such as True Focus with Absolute Position Lock that refine the auto-focus system for accurate composing at close range with shallow depth-of-field. Ultra Focus data and Digital Auto Correction in Phocus software also contribute to create the exceptional image detail and image resolution that Hasselblad is famous for. Added to that, the Hasselblad Natural Color Solution (HNCS) enables you to produce outstanding and reliable out-of-the-box colors, with skin tones, specific product colors and other difficult tones reproduced easily and effectively.

Features such as low noise color filters on the sensor and the high performance H System lens line, provide the basis for increased clarity and increased depth of field. With its unique bright viewfinders, its wide range of stunning quality lenses and its wide choice of accessories, the H4D-40 is the obvious camera choice for the professional photographer who must deliver more than 35 mm quality while maintaining the ease of working with a DSLR.

Medium Format digital capture advantage

The H4D-40 makes use of a high speed capture architecture capturing full size, compressed 50Mbyte images at the rate of 1.1 seconds per capture, working either mobile or tethered to a computer. The combination of these features makes the H4D-40 the natural choice for the professional commercial photographer wanting to work with the highest image quality within a camera system that supports ultimate creative expression in order to deliver outstanding images to satisfy the most demanding customer.

An impressive lens line outperforming the Carl Zeiss icons.

The built-in central lens shutter allows flash to be used at all shutter speeds down to 1/800s. It also improves image quality by reducing camera vibration.

The HTS 1.5 tilt/shift adapter delivers an easy to use, portable tilt/shift solution for 5 H System lenses ranging from 28mm to 100mm. The CF adapter allows use of the classic CF-lenses from the Hasselblad V-camera, with full use of their central shutters, allowing flash to be employed at shutter speeds down to 1/500s. And thanks to the large format of the H System cameras, there is a considerably shallower depth of field range, making it much easier to utilize selective focus to creative effect.

A choice of bright viewfinders

Hasselblad has added an interchangeable waist-level viewfinder, the HVM, for the entire range of H system cameras. The bright and large viewfinder image is ideal for creative composing and the photographer is able to shoot in the fashion that suits them most; maintaining eye contact with the model, or gaining impact by shooting from a point lower than eye-level, for example.

True Focus and Absolute Position Lock True Focus helps solve one of the most lingering challenges that faces serious photographers today: true, accurate focusing throughout the image field. Without multi-point auto-focus a typical autofocus camera can only correctly measure focus on a subject that is in the center of the image. When a photographer wants to focus on a subject outside the center area, they have to lock focus on the subject and then re-compose the image. In short distances especially, this re-composing causes focus error, as the plane of focus sharpness follows the camera's movement, perpendicular to the axis of the lens.

The traditional solution for most DSLR cameras has been to equip the camera with a multi-point AF sensor. These sensors allow the photographer to fix an off-center focus point on an off-center subject, which is then focused correctly. Such multi-point AF solutions are often tedious and inflexible to work with. Due to the physics of an SLR-camera, the off-center focus points that are offered are all clustered relatively close to the center of the image. To set focus outside of this center area, the photographer is still forced to focus first, and then shift the camera to reframe, with the resulting loss of focus as a result.

To overcome this problem, Hasselblad has used modern yaw rate sensor technology to measure angular velocity in an innovative way. The result is the new Absolute Position Lock (APL) processor, which forms the foundation of Hasselblad's True Focus feature.

The APL processor accurately logs camera movement during any re-composing, then uses these exact measurements to calculate the necessary focus adjustment, and issues the proper commands to the lens's focus motor so it can compensate. The APL processor computes the advanced positional algorithms and carries out the required focus corrections at such rapid speed that no shutter lag occurs. The H4D's firmware then further perfects the focus using the precise data retrieval system found on all H System lenses.

Digital Lens Correction and Ultra-Focus for image perfection The H4D-40 camera allows information from the lens and exact capture conditions to be fed to the camera processor for ultrafine- tuning of the auto-focus mechanism, taking into account the design specifications of the lens and the optical specifications of the sensor. In this way the full H System lens line program is even further enhanced, bringing a new level of sharpness and resolution. Digital correction for color aberration and distortion is also added. "Digital Lens Correction" (DAC), is an automatic correction of the images based on a combination of the various parameters concerning each specific lens for each specific shot, ensuring that each image represents the best that your equipment can produce.

Phocus for professional level workflow

• Uncompromising Image Quality
• Special extended camera controls with which to operate your H4D-40 camera. These features, such as live video for easier shot set-up and workflow, or the ability to control the lens drive for focusing when the camera is in a remote position or when the digital capture unit is mounted on a view camera, bring a level of flexibility to the way you shoot.
• Moire Removal Technology automatically applied directly on the raw data, leaving image quality intact and eliminating the need to carry out special masking selections or other manual procedures, saving hours of tedious post-production work.
  • Flexible Workflow. The Phocus GUI features easy-to-use options that allow you to customize your set-up to suit a range of different workflow situations, such as choice of import source, browsing/comparison functions, file management, image export in a number of file formats, pre-setting of options for upcoming shoots, and much, much more.
  • The extended Metadata (GPS, etc) included in all Phocus images provides for accurate and detailed cataloguing and indexing, easy image management, and includes added GPS data functionality in order to allow a range of functions. Phocus links GPS data directly to Google Earth, for example, making geographic reference a snap and image storage and retrieval much easier.
  • 100% Viewing Quality. The Phocus Viewer delivers image viewing quality that matches every detail of what you will see later in Photoshop. In addition, the Phocus Viewer allows you to customize layout and composition to suit your current or desired workflow, providing a wide range of options including full view, compare, browse, horizontal, or vertical view, and so on. You can have multiple folders open simultaneously for side-by-side viewing, comparison, and selection.

Electronic spirit level

Camera info on rear LCD