Electronic Arts and Maxis have unveiled the collaboration with creative-entrepreneur Bretman Rock to bring representation for a new generation of creatives and advocate for people to be true to themselves – unleash your creativity, explore and rediscover who you are and who you can become as a part of Find Yourselves campaign. The Sims franchise, and especially the latest game in the series, always invited players to defy borders and norms as well as encouraged self-expression. And the latest collaboration adds more to it!
“I’ve been playing The Sims since I was a kid and am beyond excited to be teaming up with the brand to encourage everyone to discover and celebrate all the many sides of themselves,” said Bretman Rock. “In The Sims, I’m able to try on many different versions of myself in a world without boundaries and judgement, and I want everyone else to feel how freeing and exhilarating that is. Be who you want, date who you want, dress how you want. Come Find Yourselves with me in The Sims!”
“The Sims continues to build a platform for players to create and explore without boundaries,” said Julia Victor, Senior Director, Head of Brand, for The Sims. “Bretman Rock is an advocate for all to embrace being true to themselves, and together, we hope to encourage players to celebrate that coming-of-age chaos that creates defining moments and new opportunities, inspiring them to discover the many different sides of themselves – both in The Sims and in real life.”
For a limited time, The Sims players are invited to share their own stories of how The Sims helped them find their selves on Twitter, Instagram, and TikTok using the hashtag #SimsSelves. Use a special customizable filter that allows one to try on different Sims-inspired personas such as Pastel Goth or Mermaidcore through augmented reality.
TikTok Branded Effect filters will be available starting at midnight local time:
- Germany: December 4, 2021, through February 2, 2022
- The United States and France: December 5, 2021, through February 3, 2022
- The United Kingdom and Australia: December 6, 2021, through February 4, 2022