In 2016, Hasselblad is celebrating its 75th anniversary. The leading medium format camera manufacturer has always stood for a love of photography, technical excellence, and creative vision, all in sync with the brand promise, ''Create to inspire.'' The Hasselblad Masters is one of the world''s most prestigious professional photog-raphy competitions and gives acclaimed professionals, as well as aspiring newcomers, the chance to make their mark in the world of high-end photography. This years'' compet ition encouraged over 4,000 applicants to submit their work and the 10 winners were selected by an expert jury as well as the public, who were all asked to nominate their favorite images online. The selection criteria encompassed ambition, imaginatio n, and photographic skill, and each winner and newly crowned ''Hasselblad Master'' is then given the task of shooting for the book in-line with the theme of ''inspire''. In addition to the established categories such as architecture, fashion, and portrai t, street/urban photography was included in the competition for the first time.