Photo credit: Samsung

Samsung is rolling out its new “One Shot Challenge”, a campaign built around the Galaxy Z Fold7 and its Galaxy AI tools — and the message is simple: stop taking dozens of photos and start actually enjoying the moment.

Shot on the busy streets of London, the campaign film teams Samsung with renowned photographer Tom Craig, known for his work in Vogue, Esquire, and Vanity Fair. The video shows Craig putting the Galaxy Z Fold7’s Generative Edit to the test by removing traffic from Piccadilly Circus and filling in missing details — all after taking just one shot.

Samsung says the feature is designed for people who want great photos without feeling pressured every time they open their camera.

The move comes as Samsung reveals new European research showing that many people feel overwhelmed by the act of picture-taking itself. According to the survey, 57% say that taking photos pulls them out of the moment, while 45% feel pressure to get the perfect shot.

Even though people love preserving memories, Samsung’s findings show a conflict: nearly three-quarters (73%) want to stay present, but they still worry their photos won’t look good on social media or won’t capture the moment properly.

That’s where the “One Shot Challenge” steps in — encouraging people to snap a single photo and trust Galaxy AI to clean up the background later.

“So much of great photography happens in the moment, the right look, the perfect light, the exact setting. It is frustrating when an unwelcome distraction ruins that,” Craig says in the promo film. “Our smartphones give us the power to capture these important moments, but it’s crucial not to get so caught up chasing the perfect picture that we end up missing the moment entirely.”

Samsung Europe’s Chief Marketing Officer, Benjamin Braun, echoes that message: “The One Shot Challenge encourages people to enjoy those moments while still taking great photos effortlessly. With Galaxy AI’s Generative Edit, you can stay focused on the experience — confident that every shot can be beautifully refined.”

The company also revealed what people wish they could fix in their photos:

• 38% want to remove photobombers
• 33% want to delete random objects
• 34% want shadows or reflections gone

Yet, despite these frustrations, 74% have never used AI tools on their smartphones to solve these problems — a gap Samsung clearly aims to fill.

Starting November 25, users can join the campaign by sharing photos edited with Generative Edit on Instagram. The feature does require a network connection and a Samsung account, and edited photos are saved with an AI watermark.

Through the One Shot Challenge, Samsung is hoping people will stop obsessing over “perfect” photos and start living those moments fully — with AI handling the polishing later.