EA: The Sims '25 Years of The Sims @ ACMI'

Client: Bolster     |     Creative Development, Direction, Content     |     Brand Activation     |     2025

The Sims 25 Year event at ACMI was designed as a celebration of the game’s cultural impact, bringing together creators, fans and the broader Sims community within a live, interactive environment.

My role focused on developing and directing the content that introduced and extended the experience, working with creators including Josh, Matt and members of the Sims community. Rather than treating this as traditional promotional output, the content was approached as an entry point into the event itself — shaping tone, expectation and audience engagement before people arrived.

Working closely with the broader team, the aim was to create something that felt aligned with the world of The Sims: playful, self-aware and slightly surreal. MC'd by 00's icon Gretel Killeen and featuring a musical Performance by Becca Hatch, the launch event was designed to sit somewhere between scripted and improvised, and allowing Simmers to play the original game in an authentic Y2K bedroom set.

The project sat across multiple touchpoints, from social and digital content through to the live event environment, with a focus on how audiences move between those spaces. The content was designed not just to promote the event, but to feel like part of it — extending the world and reinforcing the sense of community around the brand.