Samsung Links Up With British Fashion Photographer, Tom Craig, On Its New Campaign

Samsung is on a mission to help keep your phone photo libraries clutter-free and has launched a new campaign built around the idea that a single photo should be enough. The Korean tech giant has partnered with renowned British fashion Photographer Tom Craig for the “One Shot Challenge – a campaign it hopes will encourage people to snap less photos and stop chasing the perfect picture in the moment, suggesting that any imperfections can be fixed later using Galaxy AI and its Generative Edit tool instead.

According to the brand, the initiative follows new research that shows 84% of Brits feel “taking multiple photos can take them out of the moment,” compared to the 4% that typically take just one.

The campaign highlights how features on devices like the Galaxy Z Fold7 can remove unwanted elements, fill gaps and correct distractions after the fact, reducing the pressure to capture a flawless image in real time. Together with Tom Craig, the brand went shooting around central London, capturing images that Craig later edited on-device. For the final shot, Craig used Generative Edit to clear traffic from Piccadilly Circus, clean up busy street backgrounds, showing how a single image can be adjusted into a polished final shot.

Samsung’s research points to a growing tension in everyday photography. Nearly three quarters of respondents said they feel pressure to get the “perfect shot,” while 68% want to be more present when taking photos. Most said that pressure comes from wanting to preserve memories for the future, and a smaller portion from sharing curated images on social media. On average, people take six photos of the same moment, creating large backlogs of unused images. Four in five have noticed issues they’d like to fix – from photobombers to shadows – but, according to Samsung, the majority haven’t explored the AI tools already available on their devices.

Samsung is positioning the One Shot Challenge as a way to reduce that friction, suggesting that AI-driven editing can offer peace of mind while keeping focus on real-world experiences. Craig echoed that sentiment, noting that key elements of a photograph often happen instantly, and small distractions can undermine them. Samsung Europe CMO Benjamin Braun said the challenge aims to help people stay present while still capturing meaningful memories, with Generative Edit acting as a fallback to refine details afterwards.

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