Reframe The Sims, a decades old and culturally iconic game, as a living source of real world creative inspiration. The goal was not only to drive awareness, but to shift perception from nostalgic gameplay to a platform that actively fuels creativity beyond the screen. We needed to engage a massive and diverse fanbase while also reaching new audiences who may feel creatively stuck or self identify as “not creative.”

We leaned into a universal truth that the search for inspiration often begins with self doubt, that quiet and persistent feeling of “I’m not creative.” Instead of positioning The Sims as a tool for those who already see themselves as creative, we flipped the narrative. “Not Creative” became both the tension and the invitation, a series that explores how creativity is not something you have but something you rediscover. By following real creators navigating creative block, we blurred the line between in game exploration and real world expression, showing how The Sims can reignite the spark in anyone.

As Design Director, I led the development of the campaign’s visual system across Amazon’s ecosystem, translating a nuanced and insight driven idea into a cohesive and scalable experience. I partnered closely with art directors, copywriters, UX designers, and design technologists to define a design language that could flex from cinematic storytelling to shoppable moments, ensuring consistency across the custom landing page, Fire TV, display units, and retail placements. I drove the creative approach for the campaign hub and key surfaces, balancing editorial storytelling with performance driven UX, and collaborated cross functionally to bring the experience to life across multiple platforms and regions.