sam.
baker

Communication and content. Malmö.

I write the message, design the visual, and build the thing that publishes it.

Read the writingSee the work

I

One person, fewer handoffs

Malmö, Sweden

I work in communication and content at Inter IKEA Group in Malmö: internal editorial, executive communication, and the channels that carry them.

Most communication people either write or make. I do both in the same session. That is less about being versatile than about impatience. An idea loses something every time it changes hands, and the version that comes back is never quite the one you had.

Before Sweden I ran the post-production unit at a campus television station in Lagos, eight editors and a 65,000-strong audience, where live broadcast teaches you to finish the thinking before you go out.

I build with AI in production rather than talking about it. Rymake, below, is a live tool I designed and deployed myself.

I also research. My published work is on platform governance and how people online decide what is true.

II

The edit

The corporate draft that came in, and what I would send instead. This is the piece I would read first.

What came in

Dear colleagues,

Following a comprehensive review of our implementation roadmap,1 we have taken the decision to adjust the timeline for the rollout2 in order to ensure optimal readiness across all impacted functions.3 We remain fully committed to the initiative and to delivering value for our customers and co-workers. Further communication will follow in due course.4

Thank you for your continued flexibility and engagement.5

  1. 1Bad news gets worse the longer the sentence.
  2. 2Say I rather than we where a person is actually deciding something.
  3. 3The reason goes in the second paragraph, in plain words.
  4. 4Then the practical consequence.
  5. 5And the apology, unhedged.

What I would send

Hi everyone,

The decision, in the first line

The rollout is moving to [quarter]. Three months later than we told you in [month].

The reason

Here is why. When we tested with [number] co-workers in [location], the handover between the two systems did not work. Not a small thing we can fix while live. We could launch in [month] and spend the following six months apologising, or we could take the extra quarter and launch something that works. I would rather do the second one.

The practical consequence

What this means for you: if you have been preparing for [month], stop for now. Your manager will have the new dates by [date]. Nothing you have done so far is wasted.

The apology, unhedged

I know a delay is frustrating, particularly for the teams who have been ready for weeks. I am sorry. If you want to ask me about it directly, I will be in [location] on [date] and my calendar is open.

[Name] [Title]

The thinking: Bad news gets worse the longer the sentence. The real version gives the decision in the first line, the reason in the second paragraph, the practical consequence third, and the apology unhedged. It also says I rather than we where a person is actually deciding something.

Read the writing →

III

Selected work

Pieces marked Spec work are unsolicited. They were not commissioned by, paid for by, or made in affiliation with the brands involved.

Why Safeture exists

Safeture AB · 2024

The brief:
Answer the question the sales deck never gets to: why a company that watches the world for a living needs to exist at all.
My part:
Sourced and edited the assets, and cut the film.
What happened:
Opens on real broadcast coverage, then pulls back to the whole planet: the argument is the edit, not the voiceover.

Conflict risk briefing

Safeture AB · 2024

The brief:
Turn a live intelligence feed into something a non-specialist could follow in one pass.
My part:
Script, motion design and edit.
What happened:
Shows the briefing format the channel reused: one map, one claim per card, legible with the sound off.

Season film

Safeture AB · 2024

The brief:
A seasonal message from a company that otherwise only ever posts about risk.
My part:
Concept, copy, animation and sound.
What happened:
Shows the brand at a register it rarely uses, without losing the voice it uses everywhere else.

Published writing

Written for Safeture and published on its site. An extract of each, and a link to the original.

  1. Incident case study · 2024

    Incident in Athens

    Investigations revealed that the hotel clerk knew the intruder. Upon the employee’s check-in, the clerk mentioned her room number aloud and provided the intruder with a key.

    The job: Turn a real assault on a business trip into a case study a safety manager can act on, without turning the person in it into a story beat.

  2. Customer story · 2024

    Empowering NGOs: SPS reduces risks in Israel and Gaza

    We have had several inquiries from NGOs operating in Gaza, which is an incredibly high-risk and complex environment with only limited medical and security infrastructure in place.

    Rob Stephenson, Director of Global Assistance, SPS

    The job: Write a named-client customer story set in an active conflict zone, where overclaiming would be both inaccurate and tasteless.

  3. Research report · 2024

    The Evolution of Remote Work

    Europe led the charge, with countries like Denmark, Sweden, and the Netherlands seeing more than half of employees working remotely at least part-time in 2023. In contrast, Asian countries like Japan and South Korea struggled to adopt widespread remote work practices due to cultural and technological challenges.

    The job: Build a gated report out of three years of scattered workforce data, and make the regional comparison the reason to download it.

  4. Customer story · 2024

    Ensuring safety for high-risk operations

    We supported them with embedded security devices… their accommodation is in locations where they routinely come under missile or threats of missile attacks. It’s a constant risk.

    Director, global assistance and risk management provider

    The job: The same format as the SPS story for a very different client: an American construction crew working between two conflict zones.

IV

AI films

The Same Ground

Short documentary · 2026

The brief:
Ten minutes on the Scanian War, 1675–1679: one of the bloodiest battles in Nordic history, fought over a border that ended up exactly where it started.
My part:
Research, script, art direction, the cut-paper animation engine, edit and sound mix. Solo, with generative models for the voices, the interviewees and the music.
What happened:
The three interviewees are fictional, and the film says so before the title. Every date, figure and archive image is sourced and credited.
Spec work

When life happens

Spec work · 2026

The brief:
Sixty seconds on a home, told by the furniture that stays while life moves through it.
My part:
Concept, script, prompt architecture, tracked type, grade and sound. Solo.
What happened:
Carries no brand: the tag counts years in the home, not a price.
Spec work

IKEA spec commercial

Spec work · 2026

The brief:
A cinematic brand film, built entirely with generative models, that still feels like a real room.
My part:
Concept, shot list, character reference sheets, prompt architecture, edit. Solo.
What happened:
Also cut to 30 seconds for paid social, which is the harder discipline.

Two more spec films, the poster campaigns and the tools behind all of it are on the work page. See all work →

V

Built

Landing

Beta

An internal communications tool. Write an announcement once and it drafts what the change actually needs: the one-sentence core message, a pack for managers with the questions people will ask, a plain-language version for co-workers, and a three-question check of whether anyone understood it.

Nothing goes out until a person has approved every piece, and it measures understanding instead of read receipts. I designed and built it, and it is in beta. The demo runs on a fictional company, so the whole flow can be tried.

Open Landing

Rymake

A live tool that resizes and reformats design work automatically, so a single asset becomes every format a campaign needs without a designer redrawing it fourteen times.

I built and deployed it: model integration, prompt architecture, interface, hosting. It is a working product, not a demo.

Open Rymake

The Animal Cell

Interactive specimen · 2026

Make the inside of a cell something you can turn over in your hands, not a diagram you read once.

See the project →

VI

Research

Invoking the Talisman of Truth: a comparative analysis of Grok and Community Notes on X.

How two very different systems, one a model and one a crowd, arrive at a verdict about what is true, and what each one is actually optimising for.

Bakare, S. (2025). Authorea (Wiley).

Published under the name Bakare, S.

Read the paper (DOI 10.22541/au.176297285.56566793/v1) →