In a remarkable display of customer service, Hasselblad has committed to fully replacing a photographer’s water-damaged X2D II 100C camera after his social media plea captured widespread attention across professional photography circles.

The Viral Incident

Photographer Dan Martland’s unexpected encounter with water damage to his high-end medium format camera quickly transformed from a potential disaster into a powerful demonstration of corporate accountability. By leveraging social media platforms, Martland drew attention to his equipment’s compromised condition, prompting an immediate response from both Hasselblad and retailer Pictureline.

Industry Implications

This incident highlights the evolving relationship between camera manufacturers and digital-savvy professionals who can now instantly broadcast equipment challenges to global audiences. Hasselblad’s swift and transparent resolution signals a commitment to maintaining its reputation for exceptional quality and customer support in the competitive professional photography market.

The X2D II 100C, a premium medium format digital camera, represents a significant investment for professional photographers, making the company’s responsive approach particularly noteworthy.