![[laurel stark akman]](http://images.squarespace-cdn.com/content/v1/5fcfe5de48fd833a3ac8db9d/1607498087511-9ZBJRI8IU54PNMCTQV5S/Laurel+Logo.png?format=1500w)
Brand: The Sims | Role: Creative Director
Director: WATTs | Production: Golden | Post Production: The Mill
ACD, Art: Katrina Michie
Creative Lead, Copy: Anne Lacy
Creative Director, Design: Mary Rauzi
Director, Brand Strategy: Mark Renken
Director, Brand Marketing: Tiara Puglisi
Honors:
Webbys, People’s Voice Winner
Webbys, Editing for Video, Winner
The One Show, Shortlist, Craft/Art Direction
After 23 years of sparking our players’ creativity in and out of game, we decided it was time to own that story—and our commitment to rule breaking creators and the the optimistic, inclusive, future they shape by showing up authentically and creating fearlessly.
So in late 2022, we launched our new, creator-centered brand platform, Spark Something, and introduced it to the world with a film, Pass the Spark.
inspiration is contagious
Pass the Spark is a love note to underrepresented creatives and their potential to inspire change—and each other. We follow the journey of that contagious “creative spark” as it travels from Anitta to throughout our creator cast, in a “domino effect” of inspiration that transforms their art, their personal expression, and the Sims-inspired world they live in.
It started with our spark
From creator and star Alok Vaid-Menon to dynamic director duo, WATTs and more, we take you behind the scenes to talk all things creative inspiration with the wildly creative team, cast, and crew of Pass the Spark.
Making our icon iconic
Our aspiration was to turn our plumbob—our iconic, green player identifier—into a symbol for creative inspiration. Instead of staying green, each individual plumbob aka “creative spark” we featured in the film reflected the artistic medium and creative voice of the creator it appeared above.
