One of the best selling video game franchises ever, The Sims is famous for allowing players to build a digital version of their life with infinite possibilities. For its third instalment we teamed up with Electronic Arts to create a Diesel Stuff Pack, an in-game expansion featuring digitalised Diesel clothes, accessories and furniture, made to match their real-life counterparts.

This was one of the my first communication campaigns that relied heavily on social media, featuring close interactions between Diesel, The Sims and EA profiles in the pre-Instagram era. The strategy focused on the conversation with the gamers community, with Q&As with the developers and live-streamed in-game fashion events.

As of February 2021 you can still get it here 😉