Stay up with mxmtoon.

In this infomercial-inspired campaign starring Mxmtoon, we connected with nocturnal Gen Z folks and encouraged them to trade less productive late-night activities for self-discovery after dark—in The Sims.

Credits

Creative Director: Laurel Stark Akman

Associate Creative Director: Kat Michie

Copywriter: Rachel Crowley

Work produced in-house at EA Games

Directors: Josh Forbes and Rupert Cresswell

Production Company: Alkemy X

Awards

2023 Platinum Winner, Muse Awards: Video-TV Campaign

2023 Platinum Winner, Vega Award: Video / Online Video (Campaign) - Games / Gaming