We led a creator strategy for The Sims designed to keep the franchise feeling alive during launches and in the moments between them. The approach centered on creators as storytellers, not spokespeople, turning gameplay into chaotic, funny, and deeply personal narratives that fans could follow, remix, and jump into.

That meant building a flexible ecosystem where every execution gave fans a new way to experience The Sims beyond the screen. At TwitchCon, Camp Sims transformed the franchise into a real-world creator experience. For the royalty and legacy expansion, Haus of Sims with Monét X Change turned in-game drama into live performance. And with Coach x The Sims, fans could carry the fantasy across worlds, shopping matching bags and looks both in-game and IRL.

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

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