THE SIMS

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The draw of The Sims base game has always been rich character creation and the customization that comes along with it. Kits were a new offering: are bite-sized content packs that reflect trends and give players more content faster than traditional packs. Gen Z wants cheaper, more shareable, and on-trend content, and love to feel empowered as creators, so we positioned Kits as a fun, of-the-moment tool for self expression.

 

We utilized aspects of the classic Sims visual language to ground players in the familiar. We needed a robust system capable of delivering a dynamic new look, customizable to each Kit, so we designed a 3D studio environment where we could easily move cameras and objects to swiftly iterate on compositional makeup. This generated compelling, quick-to-grasp motion content for social and email channels, with the design system highlighting each item in a snackable and immediate way.  

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Working collaboratively, we created key art for six Kits, motion assets, corresponding brand identities, and style guides — as well as cultural insights and activation ideas to engage The Sims audience in a variety of ways.“Our favorite part of the Kits launch was watching the next generation of Sims fans adopt the Kits visual system, to generate their own custom content. “ - Mary R., Electronic Arts

STUDIO SKYLIGHT COLLECTIVE

ROLE ART DIRECTOR & DESIGNER

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