We led an always-on creator strategy for The Sims, built to keep the franchise feeling alive between pack drops. The approach centered on creators as storytellers, not spokespeople, turning gameplay into chaotic, funny, and deeply personal narratives fans could follow, remix, and jump into.

From TwitchCon, where we brought Camp Sims to life as a creator-led experience, to Haus of Sims with Monét X Change, a royal-themed drag show inspired by the game’s royalty and legacy expansion, to a Coach x The Sims collaboration where fans could shop matching bags and looks both in-game and IRL, to seasonal and pack-driven moments, we built platforms that blurred the line between the game and real life. Everything was designed to feel playful, a little unhinged, and unmistakably Sims.

Across it all, the focus was on feeding fandom, not just awareness. By creating repeatable formats and letting creators take the wheel, The Sims showed up less like a traditional game and more like a living world where anything can happen.

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Role: Senior Director of Creative and Strategy
Client: Electronic Arts, The Sims