The One Shot Challenge

Samsung’s new AI-enabled phones come with an amazing photo editing tech called Generative Edit which lets you take out all the distracting objects and annoying photobombers in the background of your photos with just a few taps. And it works waaaayy better than the equivalent tech in the iPhone. To get people talking about this on social and in earned we launched the One Shot Challenge. It was based on the insight that people spend way too much time trying to find the perfect shot (clogging up their photos with dozens of versions of the same pic) which stops them actually living in the moment and enjoying the life IRL. So we set a challenge to limit yourself to a single photo - safe in the knowledge that you can sort out any problems later. we worked with professional photographer Tom Craig, famous for his work in Vogue and Vanity Fair, and sent him out onto the streets of London to get one iconic shot.