Samsung Electronics has launched its new “One Shot Challenge” campaign, designed to highlight the simplicity of mobile photography powered by Galaxy AI. Created in collaboration with acclaimed photographer Tom Craig, the campaign film demonstrates how the Generative Edit feature on the Galaxy Z Fold7 helps users capture the perfect shot with ease. As the festive season approaches, Samsung is encouraging people to stay present with loved ones rather than getting lost behind the camera. New European research from Samsung shows that over half of respondents (57%) feel taking photos pulls them out of the moment they want to enjoy.
In the campaign film, award-winning photographer Tom Craig — known for his work in Esquire, Vanity Fair, and Vogue — showcases how Galaxy AI tools like Generative Edit make shooting stress-free. Using the Galaxy Z Fold7, he removes traffic from Piccadilly Circus and seamlessly fills in missing details, proving that users can focus on the moment and perfect the photo later.
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Samsung’s research reveals that nearly half of respondents (45%) feel pressure to capture the perfect picture. While 73% want to live more in the moment, many say that pressure comes from wanting to preserve memories (83%) or maintain a strong social media presence (30%).
Almost nine in ten respondents (86%) admit they’ve noticed unwanted background elements in their photos — such as photobombers (38%), stray objects (33%), and unwanted shadows or reflections (34%). Yet 74% have never used AI photo-editing tools on their phones. “So much of great photography is about timing — the light, the setting, the emotion,” said Tom Craig. “It’s frustrating when distractions get in the way. The One Shot Challenge helps people capture meaningful moments without worrying about perfection, knowing they can refine the shot later using Generative Edit.”
“At Samsung, we believe the best moments happen when we’re fully present, but we also want to hold onto the memories that matter,” said Benjamin Braun, Chief Marketing Officer at Samsung Europe. “The One Shot Challenge inspires people to enjoy the moment while still taking great photos effortlessly. With Galaxy AI’s Generative Edit, users can stay focused on the experience and trust that every shot can be enhanced beautifully afterwards.” Starting November 25, users can take part in the campaign by sharing images edited with Generative Edit on Instagram.
About Tom Craig
Tom Craig is a celebrated British photographer recognised for his emotionally resonant editorial, commercial, and fine-art work. His photography has appeared in top publications such as Vogue, Vanity Fair, Esquire, and The Sunday Times Magazine. Throughout his career, he has received multiple honours, including several nominations and awards for British Magazine Photographer of the Year, as well as The Telegraph’s Travel Photographer of the Year.
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Craig has exhibited at the National Portrait Gallery for five consecutive years and served as Photographer-in-Residence for the Royal Geographical Society, underscoring his influence and enduring impact on contemporary photography.