One Month with the Pentax 17
Josie On Film x Pentax + How I became the latest Australian Pentax 17 Ambassador
Hey Film Fam!
It’s been a hot minute! Now you all finally know why I went MIA for a while there. I’ve been working in secret on the Australian launch of the Pentax 17, which happened back in June. Since then, I have since been happily swamped with film, pushing this little beauty to its limits in true ‘Josie On Film’ style!
Everyone has been asking me - at events, online, via email, DM’s, you name it - that one burning question I’ll be cracking on and answering soon enough…
“How the f*ck did someone like you end up getting this gig with Pentax?!”
And while there have been some interesting reactions to the news of little ol’ me teaming up with Pentax, it’s been mostly positive! I’m finally able to spill the beans on how I got here, and what’s coming next for me in this amazing new chapter!
In this update, I’ll focus mainly on the first month, with sneak peeks of the film I’ve shot, along with hints at what I have planned for the near future.
So, stick around and get ready to have your curiosities satisfied!
Answering the question on everyone’s lips - how the hell did you land that gig?!
Short Answer: It’s simple, really! All the boring shit nobody wanted to know about - AKA - A year of silent work!
But of course you want to know more… So here's the long version:
Everyone seems to think that I was handed everything on a silver platter, plucked out of a hat, won the lotto - whatever metaphor you want to use for me “being lucky”. But the reality is far less glamorous - sorry to disappoint!
You all know by now that for the past 9 years I’ve been utterly OBSESSED with Ricoh film cameras. (Ricoh now owns Pentax of course.) I’ve existed within my own little bubble, making content about my camera collection, doing really cool photoshoots with beat up second hand models I saved/repaired myself, and generally having delulu levels of confidence in my abilities. I was doing all of this for the love of it really, with no specific goal in mind other than to document my journey mastering my biggest passion.
Simultaneously I made the choice to market myself as a 35mm Film Specialist, backing it up with the proof of a unique aesthetic and images that many now claim only I can create. And I guess it kind of worked?
You might recall I was invited to a Ricoh/Pentax event last year, where I was quite literally the only person there with Ricoh film SLRs. (More about that experience here!)
My previous work, combined with the way I showed up online and in person, sparked some curiosity to say the least. And we all know word-of-mouth is king when it comes to opportunities!
I was introduced to the C.R Kennedy Imaging team, got to talk mad shit about my journey into becoming a Ricoh Girlie, and then… Well, I didn’t think much of it after that night in all honesty. I walked away feeling satisfied because I mingled with some really cool people, experimented with cinefilm in a studio setting, and was excited to develop and share my work. I figured I’d just keep doing what I was doing.
It was lovely and heartwarming to be recognized and praised for my skills for sure, yet I played it cool and went about my life like nothing happened. Business as usual, right? At least that’s what I told you way back then…
The truth is this - I was told directly that Pentax was looking for new Ambassadors for their upcoming film project, and I was essentially under the microscope. Pentax would be keeping a keen eye on me from that point on.
Things started moving in late December ‘23 when CRK commissioned me for a photoshoot. Looking back at it now, I realize that the shoot which happened in February ‘24 was essentially an audition - a test to see if I was truly as good as I claimed, and if I was the right film fanatic for what was to come.
Clearly, I passed with flying colours! You can check out how that photoshoot went here:
‘Miami Vice’ + Zhiyun’s NEW ‘X60’ RGB Light - C.R Kennedy Imaging x Zhiyun x Josie On Film.
Welcome to this special Newsletter!
At that point I was aware of Pentax’s plans to create a new film camera, and I had to keep hush hush about it. What I didn’t know until the week before the launch was that I’d be one of the first film photographers in Australia to get my hands on it!
Shortly after that, just 3 days after receiving the camera, I was announced as an official ‘Australian Pentax 17 Ambassador’. Ever since I’ve been working my ass off creating content and pushing this little camera to its limits.
It’s been a slow snowball effect, a series of little steps leading up to something big. It was no sudden overnight success like some might think - it’s been a long and challenging journey for me to get here. And I did it all entirely without any guarantees - simply because I really really fucking love film. I guess you could say I have an unwavering passion for it. And even if things didn’t work out the way they did, an opportunity like this doesn’t just float by every day that’s for sure - so I wasn’t going to pass it up!
Meeting key members of Ricoh Imaging / Pentax at the Gin x GR event
One thing you should know about me is that I don’t drink often, if at all really, and I’m a lightweight at the best of times!
Still, I decided to go along to the Ricoh GR x Gin event. By this point I’ve been lovingly nicknamed the “Ricoh Queen” by the film community, and any mention of Ricoh’s seemed to bring up my name and my little brand - Josie On Film.
(I love that so much! It fills me with such joy, and it brings a massive smile to my face when people give old Ricoh cameras a chance and thank me for inspiring them to give it a whirl... Thank you so much for letting me into your world too!)
I arrived with my KR-10 Super and my Singlex TLS, ready to mingle and have some fun. I was immediately greeted by members of the CRK team who I now have a great working relationship with. Clem then introduced me to Gen-san from Ricoh Imaging. He’d heard a lot about me and was impressed with my film work, and even more so that I was using old Ricoh SLRs to create it all.
We had an enthusiastic chat about Ricoh/Pentax. He asked me insightful questions about my film process and why I’m so passionate about Ricoh cameras over other brands. There was a shared excitement when I mentioned collecting and restoring older mechanical Ricoh’s, as there are fewer and fewer technicians who can keep these beautiful cameras alive. Gen-san was particularly animated as we discussed the importance of preserving film photography and encouraging a new generation to explore it, just as I did when I dipped my toes into film back in 2016.
Gen-san then asked me to be patient with Pentax and if I'd like to be involved in future projects. Of course, I said yes! I was thrilled to say the least! He also gifted me the most adorable Pentax Spotmatic pin as a memento which I cherish so much. The rest of the night was spent mingling and cracking on with the Gin mixing! (I learned as well that I’m awful at that!)
You can check out the highlight of the event and see me talking with him here!
I did get a bit sauced and it was really fun to see Gen-san enjoying his time at the event, and seeing the CRK team letting their hair down a little. I got a chance to get a little hands on with a GR and of course shot some film which I’m really pleased with despite being quite a happy little drunk there for a hot minute!
Okay that’s cool Josie… but how the heck did you get your hands on an actual Pentax 17 before anyone else?
Even though I was invited to be involved in the Pentax Film Project, nothing was officially confirmed. Once again, I just continued to do my usual film work, hoping for the best and trusting that I’d get the call when it was time. I had no idea when the camera was set to be released, or what it even looked like. I knew just as much as everyone else in the community - which was just theories or hopes for certain features and aesthetics.
What people don’t realize is that every interaction of mine would be monitored. I couldn’t engage and chat away as freely like I used to, nor could I reveal my potential gig or share any insider knowledge. So, I made the choice to step back a bit, isolated myself, and focused entirely on my film work.
I wanted to make sure I was showing up the same way as a positive and enthusiastic force - y’know, as the Ricoh obsessed film shooter you all know and love over on my Instagram, at the time I began being lovingly called a ‘Film Gremlin’ which I proudly claim too.
Through this period of time I was very much aware that my public behaviour could make or break me being selected for the project (something that a lot of the ~influencers~ who complained about me being chosen over them clearly didn’t get the memo about…)
The day I finally got the call that I’d be on the Pentax 17 launch, it was go time. And I mean drop-everything-in-my-life-and-bloody-go levels of readiness! I don’t think anyone truly understands the pressure I’ve been under. And I wasn’t expecting the first 48 hours to be the absolute worst, but I got through them!
Going Public with the Pentax 17, And the unexpected downfall that followed…
On June 18th, I picked up the Pentax 17 - coinciding with its June 17th release in Japan. I had to wait until I drove 2 hours home to even unbox and see what it looked like! I then excitedly created several reels, one of which went viral and even landed on the Pentax Film Project page - you may have seen it - and that’s when the chaos began.
People I had thought were in my corner, suddenly weren’t. And that heartbreak and betrayal hit me like a ton of bricks.
A sense of misplaced entitlement emerged within the film community, and as a creator with a smaller following, I became a target. My content was screenshotted and shared behind my back, with people demanding to know how and why I got the camera and not them. There were surprisingly a lot of salty people who couldn't believe a female film photographer was chosen over them and their 30-something years of brand loyalty, despite their lack of online presence or interest in film's evolution for the next gen. It was a wave of petty jealousy and unwarranted attacks.
So those of you scratching your head and wondering “Why her?” - The answer is simple… I’m really fucking good at what I do. And Pentax saw that.
I walked into this with no real expectations, just the hope that I might be recognized. And I truly believe it was inevitable because I have that much confidence and trust in my abilities. Ricoh Imaging and Pentax knew of me, they asked for me directly, and that was that.
It just goes to show that even a little passionate film gremlin like me can make enough noise to be noticed. And even if I wasn’t chosen for the Pentax 17 specifically, I would have kept being the ‘Ricoh Queen’ anyways, pitching myself relentlessly until an opportunity finally clicked into place that made sense for me.
The worst part was that the next day, June 19th is the anniversary of my survival - a day I usually try to put a positive spin on and celebrate with loved ones. Instead, I found myself bombarded with endless negativity from complete strangers, questioning my worth, criticizing my work, and spreading some frankly unhinged rumours that still haunt me today. It was devastating, all aimed at devaluing (and sexualizing) me simply because I’m a woman making waves in a male-dominated industry.
The bullying felt like a cruel flashback to my 17-year-old self, who had been tormented to the point of attempting suicide. It reopened old wounds, triggering PTSD symptoms that I was already doing my best to manage. For a while, I was completely shaken. I honestly can't tell you how I navigated those first few days, and even the weeks and months that followed when hurtful comments would resurface despite my attempts to squash them - other than by burying myself in my work (along with silence/isolation from stepping back from the community I once loved) It's all a blur.
Now, I'm left with a deep sense of injustice and anger. I know that if I had tens of thousands of followers or if I were a male photographer, nobody would have dared treat me this way. It's a painful reminder that numbers and gender still play an unfair (and frankly bullshit) role in how we’re often perceived and valued as artists.
I earned this opportunity and recognition that followed because of who I am and the work I've done. I won't apologize for that, even if it means others feel disappointed or slighted in some way. Please don't take your frustrations out on me. I didn't deserve the daily insults and negativity I endured. It was truly appalling behaviour.
I expected so much more from the community I've loved and dedicated myself to for years. It's disheartening to see such negativity emerge from a place that should have been supportive and encouraging.
With time (and a little bit of healing) I find myself a few months on, rebuilding my own little film community from the ground up. It’s been necessary to distance myself from peers who saw me as either competition or a stepping stone - people who, after their initial outburst, tried to act friendly again despite the evidence I have of their less-than-supportive actions.
(I’m a Virgo - trust me when I say I keep receipts!)
But through it all, I'm grateful for the tough lessons learned in such a short time. They've only fueled my determination to achieve even bigger and better things. So, even to the haters, thank you.
You should all know by now that I thrive on proving people wrong and do a damn good job at turning adversity into fuel for my creative fire – something I've had to do my entire life as a disabled artist. So while I’m deeply let down by how it unfolded, I can’t say that I’m entirely surprised.
Pentax 17 events, photoshoots, creating content, and endless rolls of film!
Just three days after the glorious little Pentax 17 arrived in my hands, an invitation landed for an event hosted by Fuji and Digidirect, in collaboration with Zhiyun Lighting and C.R Kennedy Imaging. Honestly, I was hesitant. A nasty Fibro flare caused by my distress had me questioning my ability to function, but the organizers were persistent - citing my new role as the ‘Pentax 17 Ambassador’ and my growing reputation as the ‘Queen of 35mm film + car content.’
I decided to push through the pain, and I'm so glad I did (although I paid the price afterwards as always!) The event turned out to be an amazing experience. It was my first real opportunity to run some colour film through the Pentax 17, and I got to do what I love most - shoot really cool cars and work with professional models! The day was an absolute blast, filled with networking and making new connections too.
Of course, the question came up more than once: "So, how did someone like you land this gig?" It was tempting to launch into a defense of my skills and experience, but I held back. Instead, I let my work speak for itself. Each time, the initial skepticism melted away as people discovered my Instagram and saw my portfolio. Disbelief turned to admiration in an instant, and soon the questions shifted to my film process - a topic I'm always excited to share.
I was introduced to some wonderful people like Charlie from Fuji, Nathan from Olight (who I’m doing a sneaky little collaboration with!) and Christian and Stephen from ACC, just to name a few! Being surrounded by and connecting to industry leaders and influential creators, while feeling a little nervous with being in the spotlight, I’m really proud of how I held my own and remained confident in myself in this new position I was finding myself in.
Following that high, I had an incredible portrait shoot with the stunningly talented Akira. I'm head over heels for the results – they're so good that I'm dedicating a special newsletter just to them! I'll save the details for another day, but I can tell you this much - I got to test Ilford's new film stock, Ilfocolor 400 Vintage Tone, in the Pentax 17 again. And of course, I shot in my signature glowy, 80's-inspired style, with continuous lighting with an incredibly designed set full of fun props!
A few days after that I attended another networking and creative event hosted by Karlee of New Face New Place - where it was just utter chaos in the best way possible!
Of course the Pentax 17 was my little sidekick, along with my usual Ricoh’s - and I had a blast capturing the energy in every lighting scenario possible - from inside the hotel, to out on the street, and even with bright RGBs - as always, my cameras handled it flawlessly!
A random stranger joined us at one point, a hilarious moment that’s become an inside joke amongst us. Towards the end, I even squeezed in a car themed workshop before wrapping up for the night. Best of all - I got to hang out with all my favourite people in our local creative community! The energy was so high and inspiring I blasted through 7 rolls of film, feeling so much excitement over what we all created together.
As you can probably guess, all of this intense creative output has left me utterly exhausted! I’ve spent 27 hours on developing the first batch of film, 15 hours scanning, and nearly 30 hours converting and starting to edit. Add to that the hundreds of hours dedicated to finalizing each photoshoot released so far, plus all the other content I've been churning out almost daily since the Pentax 17 launch – it's been wild!
In another newsletter I’ll get into the technical side of the Pentax 17 too where I’ll share my personal setup and settings, which I’ve experimented with to get it to perfectly match my photography style and those iconic little nods to the 80’s and 90’s I love mixing in my work.
Amongst all of that chaos, I even managed to shoot, develop, scan, edit, and publish a roll of Ilford HP5+ in just 36 hours! That’s a new record for me - insane I know, but sometimes you just need to get those photos out there so you can work silently on the rest!
Another challenge I’ve been navigating has been the pressure to share every step of my process, even before I'm ready. People still seem to expect instant results, forgetting that my work takes time and careful consideration. It's easy for me to feel guilty for not being as quick as a commercial lab, but I have to remind myself that I was chosen for my unique process and the results only I can produce. I know the team understands this and is excited to see the final outcome.
Throughout this newsletter, you've gotten sneak peeks, and I ask for your patience as I work on the final galleries. There are still hundreds of hours of work ahead, but I promise it will be worth the wait!
What’s to come for Pentax 17 x Josie On Film?
Get ready for more behind the scene action - something I know a lot of you love and enjoy!
I recently filmed my first in-depth interview, diving into the technical aspects of film photography, my personal process, and sharing a bit about my journey to becoming the Pentax 17 Ambassador. I'll keep you posted when it goes live!
On September 10th, I attended my first-ever Pentax 17 Exhibition, hosted by Ted's World Of Imaging in collaboration with Ricoh/Pentax and C.R Kennedy Imaging. It was such a proud moment for me to see my images displayed alongside those of my fellow Ricoh Meme Gremlin and Baked Bean King - Jason De Freitas - who I finally met in person! The event also showcased the work of so many other talented photographers, and I strongly encourage you to check it out if you’re in Sydney!
As a guest speaker, I shared my Pentax 17 experiences and offered some inspirational words (I guess you could say it was a TED talk at Ted’s… heh). And it was so lovely to connect with so many of you from the community – those who follow me on Instagram, Threads, and even Substack. Thank you for the shared excitement and support. It's been incredible to feel so seen and appreciated lately!
Later this year, I have another exciting photoshoot lined up where I'll be mixing it up and shooting hybrid for a fun little comparison of film and digital. I'll be mic'd up and working with a videography team again, so expect some cool content to come out of that!
And of course I'm still neck-deep in editing 7+ photoshoots, with more on the horizon. There are 20 rolls waiting to be developed, and plenty of full galleries ready to drop across social media. I know it's a slow process, but that's why they chose me - for the high-quality images and iconic ‘Josie On Film’ aesthetics that only I can deliver. So please bear with me while I work my magic!
Now that everything's out in the open, I'm so happy to be back to engaging with my little film community more regularly. I've missed writing my newsletters and sharing my experience with you all!
I can't wait for you to see everything that's coming over the next few months... this is just the beginning!
Much love,
Your official Australian Pentax 17 Ambassador - Josie On Film
xoxo
You are fabulous! Really sorry to hear how you were treated at the launch, jealousy is an ugly thing, I've loved seeing all of what you have produced with the Pentax 17, it's been awesome to follow your journey with the camera (and work in general too!) :) Beautiful read, sending you positive vibes from New England!