imovie. Adding a static image without the gentle zooming effect I'm using imovie 10.0.3

When I add a static image (a jpeg file) to my movie it adds a gentle zooming effect. Very pretty but I didn't want it, and I cannot work out how to switch it off. Infuriating!

I'm trying to add the image either by dragging it onto the movie, or by clicking the [+] button which appears on the photo. Either way it adds it with a zooming effect.

Within the movie I notice I can select it, and then use an "Adjust" toolbar to achieve various things (mostly colour shifts in the image)... but I can't see any options for disabling the effect.
In the Adjust toolbar, click Crop, then Fit.