Electronic Arts: The Sims | Extra Muscle | 6

Sep 2022

Electronic Arts presents a commercial campaign for The Sims featuring a series of fitness-themed sequences. The project focuses on a group of muscular women engaged in gym-based workout routines, utilizing dumbbells and varied exercise movements to highlight the character dynamics within the title. Produced by Alkemy X with creative oversight from EA Games, the project employs a live-action technique to capture the gym environment. The commercial maintains a consistent visual approach across its horizontal format, focusing on the integration of character models within a polished fitness center setting.

Horizontal, Commercial

Gym

Advertising Campaign