How I “Delivered” My Own Baby: Bringing SAM to Life for SimplyLEDs

This is the story of the time I delivered my own baby... well, kind of.

SimplyLEDs was launching a campaign for their retrofit LED kit, the ALD-R SAM, affectionately known as “SAM.” SAM’s unique design and adjustable arms allowed it to fit into almost any fixture. So when it came to telling its origin story, I wanted to go backwards and show how SAM got to where it is today.

SAM’s Journey to Greatness

I wrote a script that showed SAM didn’t always fit in. Its early struggles became the motivation for greatness, culminating in a classic 80’s workout montage. Picture punching bags, climbing mountains, lifting weights—the whole underdog story in miniature.

To make it real, I shot SAM in the studio, performing the motions of a full workout—without arms. Then, in post-production, I composited the arms and legs separately, replacing stock footage of people exercising or being “bullied” with SAM. This gave the motion a lifelike, slightly imperfect feel, avoiding a robotic look while keeping the humor intact.

I also added a VHS filter to reinforce the 80’s aesthetic and give the video an extra layer of comedy and charm.

The Birth of a Tagline

After reviewing the initial edit, I realized the first shot wasn’t grabbing attention the way it needed to. So I went back to the script and wrote a new opening—one that literally showed the birth of soon-to-be infamous SAM.

To shoot it, I donned scrubs and a medical cape, playing both the birth giver and doctor delivering our hero to the world. It was challenging, ridiculous, and incredibly fun—and it ended up being one of the best creative decisions we made. That opening even inspired the campaign’s now-iconic tagline: “Born to Shine.”

Reflections on the Project

This project was a wild ride from start to finish. It combined practical studio work, advanced compositing, humor, and storytelling, with a touch of absurdity that made it memorable. It’s one of those projects where the rewrites and risk-taking paid off in a big way, leaving SAM shining brighter than ever.