During my time on The Sims team, I led and contributed to a broad range of innovative projects designed to connect our iconic game with contemporary culture and deepen community engagement. By collaborating with diverse creative pioneers from musicians to illustrators I helped position The Sims as more than a game: a living, breathing cultural platform focused on inclusion and entertainment.
Key highlights include:
Bridging The Sims with Contemporary Culture: I spearheaded collaborations with forward-thinking creatives to ensure The Sims remained culturally resonant and inclusive. These partnerships reflected the evolving interests and identities of our global player base.
Championing Emerging Talent Through Music: I helped launch a music program spotlighting up-and-coming artists from marginalized communities, giving fresh voices a platform.
Launching the First-Ever Sims Merch Store: I was part of the team that brought The Sims brand into the physical world, developing a merchandise line that reflected the playful, eclectic spirit of the game while extending its presence beyond screens.
Revitalizing Creator Culture: To launch The Sims’ first-ever Creator Community, we crafted a playful, nostalgia-fueled welcome experience inspired by the game’s 2000s roots. Channeling early Y2K aesthetics and 25 years of Sims lore, we created custom content, collectible merch, and experiential activations. Every detail was designed to delight. The result? A viral, high-engagement launch that united creators, streamers, and VIPs around The Sims’ long held legacy of creativity and chaos.
Gamifying Announcements and Building Hype: Through campaign roadmaps, illustrator collaborations, and cleverly placed easter eggs, we unveiled new in-game features turning product updates into moments of surprise, delight, and fandom-driven speculation.
Together, these initiatives helped evolve The Sims into a culturally dynamic brand, celebrated for its inclusivity, creativity, and community-first ethos.