Samsung just launched its 'One Shot Challenge' campaign, teaming up with acclaimed photographer Tom Craig to demonstrate how Galaxy AI's Generative Edit feature lets users capture perfect shots without missing life's moments. The campaign tackles a growing problem: Samsung's new research shows 57% of Europeans say taking photos pulls them out of the moment they're trying to enjoy.
Samsung is betting that AI can solve photography's biggest paradox: the more we try to capture perfect moments, the more we miss them. The company's new 'One Shot Challenge' campaign, launched today with acclaimed photographer Tom Craig, demonstrates how Galaxy AI's Generative Edit feature promises to end the endless cycle of retaking shots.
Craig, whose work has appeared in Vogue, Vanity Fair, and Esquire, stars in a film showing how Galaxy Z Fold7's AI can transform imperfect photos into gallery-worthy shots. In one demonstration, he captures London's chaotic Piccadilly Circus, then uses Generative Edit to remove traffic and fill in missing details with a single tap. "It's about empowering everyone to capture beautiful memories and get back to enjoying them immediately," Craig explains in the campaign.
The timing couldn't be more relevant. Samsung's new European research, surveyed across 10 countries from October to November, reveals the photo-taking dilemma plaguing smartphone users. More than half of the 500 respondents (57%) admit taking photos pulls them out of moments they're trying to enjoy. Nearly half (45%) feel constant pressure to capture the perfect shot, driven by desires to preserve memories (83%) or look good on social media (30%).
But here's the kicker: despite 86% noticing unwanted background elements in their photos - from photobombers (38%) to stray objects (33%) and unwanted shadows (34%) - a staggering 74% have never used AI tools on their smartphones to fix these issues. Samsung sees this gap as a massive opportunity.
"Life's best moments happen when we're fully present, but we also want to capture memories we can cherish," Benjamin Braun, Samsung Europe's chief Marketing Officer, told reporters. The One Shot Challenge directly addresses this tension by encouraging users to take quick shots knowing they can perfect them later.
The campaign highlights Galaxy AI's practical applications beyond the usual tech demo scenarios. Instead of removing objects from staged photos, Craig demonstrates real-world editing: eliminating London traffic, fixing lighting issues, and removing unwanted people from tourist shots. Each edit maintains the original photo's authenticity while cleaning up distracting elements.
Samsung's research uncovered the emotional cost of photo obsession. Respondents reported missing family celebrations, tourist landmarks, and even their children's milestones while fumbling with camera settings or retaking shots. Three-quarters (73%) say they want to live in the moment more and worry less about getting the right picture.