— PROJECT NAME
Not Creative
— CLIENT
The Sims
— ROLE
Senior Global Creative Strategist
Building on Pass the Spark, The Sims' Not Creative campaign explored how creativity can be reignited when inspiration runs dry. Created in partnership with Amazon Brand Innovation Lab, the series celebrated The Sims' legacy as a platform for self-expression while demonstrating how gameplay can help overcome creative blocks both in and beyond the game. Distributed across Amazon and Fire TV, the campaign connected with audiences through authentic storytelling and interactive brand experiences.