Brand: The Sims | Role: Creative Director

Director: Courtney Brookes | Production: Institute Pictures | Post Production: Echobend

ACD, Art: Katrina Michie

Creative Lead, Copy: Rachel Crowley

Creative Director, Design: Mary Rauzi

Senior Designer: James Aloysius

Produced in collaboration with EA’s internal team and the Amazon Brand Innovation Lab*

When we launched our brand film, “Pass the Spark” in late 2022, we showed how creative inspiration was contagious. But what happens when that creative spark goes missing?

For the next phase of The Sims Spark Something story, we voyaged into the world of connected entertainment by partnering with the Amazon Brand Innovation Lab. Together, we created a series that explores the Sim’s history of sparking transformative creative inspiration in people, while showing how playing The Sims can help you overcome that “not feeling creative” feeling—in and out of game. “Not Creative” was born.

Available to watch on Amazon and Fire TV.

Stream your spark

For this connected entertainment series, we paired aspiring Gen-Z creative, Amanda Gordon, with three working creatives who’d all found their creative spark in the Sims. Together, they work through challenges in and out of game to help Amanda find her elusive creative spark again.