Samsung Collaborates with British Fashion Photographer Tom Craig for Its New Campaign

The “One Shot Challenge” aims to motivate individuals to reduce their photography and engage more in the present, subsequently utilizing its on-device AI features to rectify any flaws in their images.

Samsung

Samsung aims to maintain the organization of your phone's photo library and has initiated a campaign centered on the concept that one photo suffices. The Korean technology conglomerate has collaborated with esteemed British fashion photographer Tom Craig for the “One Shot Challenge,” a campaign aimed at encouraging individuals to take fewer photographs and cease the pursuit of the ideal image in real-time, positing that any flaws can be rectified subsequently using Galaxy AI and its Generative Edit tool.

The company states that the promotion is based on recent data indicating that 84% of Britons believe that taking many photographs detracts from their experience, in contrast to the 4% who usually take only one.

The campaign emphasizes that technologies on devices such as the Galaxy Z Fold7 may eliminate undesired components, fill voids, and rectify distractions post-capture, alleviating the necessity to obtain a perfect shot in real time. In collaboration with Tom Craig, the brand conducted a photoshoot in downtown London, taking images that Craig subsequently altered on the tablet. For the concluding shot, Craig employed Generative Edit to eliminate traffic from Piccadilly Circus and refine the bustling street backgrounds, demonstrating how a singular image can be transformed into a refined final composition.

Samsung

Samsung's research indicates an escalating conflict in quotidian photography. Approximately 75% of respondents reported feeling compelled to achieve the "perfect shot," but 68% expressed a desire to be more engaged when capturing photographs. The majority indicated that pressure arises from the need to save memories for posterity, while a lesser segment attributed it to the sharing of selected photographs on social media. Typically, individuals capture six photographs of the same event, resulting in substantial accumulations of unutilized images. Four out of five individuals have observed problems they wish to rectify—ranging from photobombers to shadows—yet, as per Samsung, most have not utilized the AI technologies currently accessible on their devices.

Samsung is promoting the One Shot Challenge as a means to alleviate that friction, proposing that AI-assisted editing may provide reassurance while maintaining emphasis on tangible experiences. Craig reiterated similar view, observing that crucial aspects of a shot frequently occur instantaneously, and little distractions might compromise them. Benjamin Braun, CMO of Samsung Europe, stated that the initiative seeks to assist individuals in remaining present while simultaneously preserving significant memories, with Generative Edit serving as a mechanism to enhance details thereafter.