For nearly three decades, The Sims has been a global playground for creativity. But in a world of curated feeds and constant comparison, a lot of Gen Z has started to believe creativity is something you either “have” or you don’t. Together with Amazon, The Sims set out to challenge that mindset and remind a new generation that creativity isn’t exclusive, it’s accessible.
So, we created “Not Creative,” an original series that turned a common insecurity into an open invitation. Premiering globally across Amazon platforms, the series followed aspiring filmmaker Amanda as she faced the all-too-relatable fear of not being creative enough. Rediscovering her spark through both gameplay and real-world expression. By blending in-game storytelling with real-life ambition, we repositioned The Sims from a game you play to a creative catalyst you live.
Series Trailer
The Episodes
Episode 1 -
“Find Your Perspective”
Amanda discovers the world can be a canvas for taste-making and curiosity with the help of interior designer Francesca Grace.
Episode 3 -
“Embrace The Chaos”
When creation gets messy in the ceramics studio, Amanda embraces the imperfect process with multi-hyphenate musician Cale Tyson.
Episode 2 -
”Express Yourself”
Multidisciplinary artist Brielle Jenkins, master of self-adornment, takes Amanda through an exercise in self-expression, in and out of game.
Housing the content across Amazon
To deliver on our content-to-commerce narrative, the series was distributed through a dedicated hub on Amazon Fire TV, featuring shoppable ASINs and its own Fire TV Channels channel, making the series fully discoverable, a first for branded content on Amazon’s Fire TV.
We also created a central home inside The Sims brand store on amazon.com with our episodes, cast-bios, Sims specific content as well as a whole list of cast specific ASINS for purchase.
To reach a our main audience we took the series to Twitch and used popular Sims streamers in the US and UK to debut the series and get the fans reactions in real time.
Driving to the series on Amazon
Traffic drivers across FireTV, Alexa, amazon.com, Prime Video and social media all drove fans new and old into the content experience.
