Agency: FreestyleInteractive | Client: EA

Role: Concept & Creative Direction

Following the 5+years of success of The Sims 2, the Sims franchise released The Sims 3, a new base game packed with new features. With new advanced creation tools and an open world of gameplay, you can experience the unexpected quirkiness of Sims by creating anyone, customizing everything and going anywhere, then connecting to the massive Sims community online.

We created an integrated global ad campaign that led with innovative online experiences. Our goals were to create general awareness, educate about the new game features and excite the existing Sims community, as well as lapsed and new players. 

From Pre-Launch to Launch Day, the phases of the campaign supported the OOH efforts of W+K, provided general awareness of TS3, promoted TS3 Trial experiences and created a Launch Day buzz around the world. The campaign included multiple homepage flash pieces, banner concepts, the first ever YouTube video masthead, and unique partnership experiences. It also introduced the innovative SimSidekick, which literally lets you take a Sim with you as you surf the web. 

The Sims 3 was the highly anticipated sequel for The Sims franchise. Along with many new features in the game, The Sims characters were now able to leave home and freely explore the town they live in. This browser widget, requiring no installation, invited users to choose from one of six different Sims characters to act as a friend who followed along as they surfed the web. The widget linked to Sims properties like The Sims 3 Facebook and YouTube pages, but also offered custom animations and gifts based on the subject matter of a sites the user visited.