Samsung Electronics has unveiled its new “One Shot Challenge” campaign, designed to show how easy photography becomes with Galaxy AI. The film, created with acclaimed photographer Tom Craig, highlights how the Generative Edit feature on the Galaxy Z Fold7 helps users perfect photos without taking dozens of shots.
A Push to Live in the Moment
As the festive season approaches, Samsung is encouraging people to stay present with friends and family.
New European research from the company shows that 57% of people feel taking photos pulls them out of the moment.
In the film, Tom Craig — known for his work in Vogue, Esquire and Vanity Fair — demonstrates how Galaxy AI tools allow users to get the right shot instantly. Using Generative Edit, he removes traffic from Piccadilly Circus and fills in missing details. The feature proves that users can perfect their photos later, without stressing while shooting.
People Want Better Photos With Less Pressure
Samsung’s study found that 45% of people feel pressure to capture the perfect picture.
Meanwhile, 73% want to enjoy the moment more instead of worrying about taking flawless photos. Many say this pressure comes from wanting to preserve memories (83%) or post better photos on social media (30%).
When reviewing their photos, 86% of respondents have spotted background distractions like:
- Photobombers (38%)
- Stray objects (33%)
- Unwanted shadows or reflections (34%)
Yet 74% have never used AI tools to fix these issues.
Many say they have even missed important moments — family celebrations, tourist attractions and milestones in their children’s lives — because they were too focused on taking photos.
Empowering Users to Capture and Enjoy
“So much of great photography happens in the moment,” Tom Craig said. “It’s frustrating when distractions spoil a shot. The One Shot Challenge helps people capture memories while enjoying them. Generative Edit lets you perfect the picture later.”
Benjamin Braun, Chief Marketing Officer at Samsung Europe, echoed this message.
“At Samsung, we know life’s best moments happen when we’re fully present. The One Shot Challenge helps people enjoy those moments while still taking great photos. With Generative Edit, every shot can be refined beautifully.”
Starting November 25, users can join the campaign by sharing photos edited with Generative Edit on Instagram.
About Tom Craig
Tom Craig is a celebrated British photographer known for his editorial, commercial and fine art work. His images have appeared in leading magazines such as Vogue, Vanity Fair, Esquire and The Sunday Times Magazine. He has received multiple honors, including several nominations for British Magazine Photographer of the Year and the title of Travel Photographer of the Year from The Telegraph.
Craig has also exhibited at the National Portrait Gallery for five consecutive years and served as Photographer-in-Residence for the Royal Geographical Society, cementing his influence in the British art world.