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The Sims | 25th Birthday @ ACMI
The Sims' 25th Birthday Party
Content Campaign & Launch Event
Creative Lead
2025
1.85M Reach
8M Creator Video Views
54 Press Features (Social, Digital)
7.7M Press Reach
5K Visitors to ACMI pop up
About The Project:
To celebrate The Sims’ 25th anniversary, I led the creative development and execution of a content campaign and immersive launch event that transported fans back to where it all began: the year 2000. The objective was to honour The Sims’ cultural legacy while sparking excitement among both longtime players and a new generation of Simmers. Drawing on insights around nostalgia, creative self-expression, and community storytelling, we designed a multi-platform activation that reconnected fans to the game’s origins.
In partnership with Melbourne’s ACMI (a museum!) we launched a Y2K-inspired pop-up Sims bedroom installation styled by creative duo Josh and Matt (2.7M). This space became the centerpiece of the campaign, supported by creator-led content across social platforms and culminating in a one-night-only launch party. The event featured beloved Big Brother host Gretel Killeen, live panel discussions on game culture, and a headline performance by Australian artist Becca Hatch. Every touchpoint was designed to spark content creation, celebrate fan stories, and reaffirm The Sims’ impact on pop culture.
