Instituteโs Courtney Brookes recently teamed with Amazon and EA to direct a three-episode branded content series around the beloved game The Sims, titled โThe Sims: Not Creative.โ Each episode runs about four minutes, and stars content creator and aspiring filmmaker Amanda Gordon as she learns from others how The Sims can be a portal to unlocking new modes of creativity. View all episodes here: https://www.amazon.com/notcreativeย
The first episode, โFind Your Perspective,โ connects Gordon with interior designer Francesca Grace, who builds virtual worlds in The Sims to explore new ideas and have fun with off-the-wall thinking. In the second episode, โExpress Yourself,โ multidisciplinary artist and fashion designer Brielle Jenkins walks Gordon through an exercise in self-expression, both in The Sims and IRL. The third and final episode, โEmbrace the Chaos,โ shows Gordon collaborating with musician Cale Tyson to discover hidden talents and embrace imperfection via the world of The Sims. Each episode authentically captures different ways that The Sims can be a canvas for professional and personal creativity.
The series marks a new direction for the brand in its organic, documentary-style storytelling, and Brookes collaborated closely with the creative team to flesh out the brief into something tangible. During the pitching process, Brookes, who had played The Sims growing up, took a deep dive into revisiting the game, its lore, and what the player community looks like today.
โThe Sims is so ubiquitous โ everyone has had an experience with The Sims at some point in their lives,โ shared Brookes. โThe client knew that they wanted to connect with Gen Z in a meaningful and authentic way, and the brief was fairly open about how exactly that would look. I wrote out a thorough script based on creatives and professionals that I know in my life, including the effects and visual elements that would enrich the story. I think EA really appreciated the clear vision and detail that I brought to the treatment, and the whole Sims team was incredibly collaborative in bringing this to life.โ
Brookes and the team then embarked on the casting process, an atypical process because of the nature of the brief โ have experience with The Sims, and have an interesting job. They landed on Gordon as the star because of her curiosity, willingness to try new things, and openness about feeling stuck in her professional path. One of Brookesโ personal friends who inspired the treatment, Brielle Jenkins, ended up actually making the cut for casting as the guest mentor of the second episode.
โI wrote out a list of key questions for everyone we saw during casting in order to quickly dig into their stories and experiences,โ explained Brookes. โIt was a very different process for this project compared to when youโre going for a specific role or performance. We got to ask people about the weirdest things theyโve ever done in The Sims, and incorporate their actual experiences into their episodes.โ
The full series was shot over just three days. The project was an evolution from most of Brookesโ previous work โ being unscripted, and incorporating more visual effects elements โ and she prepped accordingly, working closely with her DP Melisse Riahi, production designer Olivia McManus, post house Echobend, and The Sims developers.
โI learned so much on this job, and was given such an incredible amount of creative freedom, which is so rare โ itโs like I was creating my own Sims universe on the shoot and got to invite a chicken to set and have Amanda be abducted by aliensโ said Brookes. โOn top of that, these were authentic conversations unfolding in real time, and they were creating things live in the game as well, so we made sure to have multiple cameras capturing everything so that nothing would get missed. I got to work a lot with The Simsโ in-house trailer team to write in the animated gameplay sequences, and the clips they delivered were even better than I imagined. The entire process, from prep, through the shoot, through the edit, was so fun and creative in true Sims fashion – definitely one of the most memorable projects Iโve done so far!โ
For more information, please visit: http://institute.pictures/.ย
About Institute
Institute is redefining how stories are told. Founded by award-winning filmmaker and photographer Lauren Greenfield, and producer and entrepreneur Frank Evers, Institute represents auteur-driven visual storytellers and brings multi-platform production expertise to brands and agencies worldwide. Alongside some of the most recognizable names in film and television, Institute has also been an industry leader in uplifting underrepresented talent behind the camera. Directors on the Institute roster include Alison Klayman, Bao Truong, Barbara Kopple, Courtney Brookes, Courtney Loo, Dawn Porter, Jackie van Beek, Karyn Kusama, Lauren Greenfield, Liz Unna, Pamela Adlon, Ray Neutron, Sandra Winther, and Sergii Shevtsov. http://institute.pictures/ย
Screenwork Credits
Managing Director: Tori Palmatier, Producer/EP: Sean Lyness,ย Founder/Creative Director: Lauren Greenfield,ย Founder/President: Frank Evers,ย Production Supervisor: Nikil Shyam Sunder,ย Production Coordinator: Sara Reid,ย Group Creative Director: Laurel Stark,ย Creative Lead: Rachel Crowley,ย Creative Director, Art: Kat Michie,ย Senior Producer: Chad Powszok,ย Associate Creative Dir: Mary Rauzi,ย Brand Marketing: Russell Escada,ย Head of Integrated Planning: Ashley McKay,ย Creative Director: Nic Howell,ย Senior Art Director: Roxy Dalton,ย Senior Copywriter: Leah Douglas,ย Designer: Juhee Kim,ย Senior Account Executive: Vivian Janeo,ย Executive Producer: Kathy Love,ย Solutions Manager: Karin Bernt,ย 1st AD: Trevor Munster,ย 2nd AD: Alexa Chedid,ย Script Supervisor: Marsha Gnaizda,ย DP: Melisse Riahi.ย 1st AC: Payam Yazdandoost,ย 2nd AC: Chris Marius Jones,ย DIT: Raffi Vesco,ย Steadicam OP: Greg Arch,ย Key Grip: Steve Forbes,ย Dolly Grip: Kyle Sorvig,ย Best Boy Grip: Danny Roy, Gaffer: JP Brennan,ย Best Boy Electric: Johnny Franco,ย Electric: Mykaila Williams,ย Electric: Jenny Trinh,ย Electric Driver: Jose Ruiz,ย Audio Mixer: Janet Urban,ย Boom Op: Lucien Eagle-jack,ย VTR: Travis Secory,ย Stylist: Lisa Madonna,ย Stylist Asst: Austin Williams,ย Key Makeup Artist: Starlynn Burden,ย Key Hairstylist: Kim Berry,ย Production Designer: Olivia McManus,ย Art Coordinator: Sara Barrett,ย Set Decorator: Amie Bordelon,ย Propmaster: Clarisse Rodriguez,ย Set Dresser: Marli Hemsley,ย Set Dresser Bill Davis,ย OnSet Dresser: Mike Anaya,ย Lead Person: Dave Duarte,ย Hyphenate: Erik Mulet,ย Location Manager: Jamie Danesh, Gang Boss: Mike Latela,ย Talent: Amanda Gordon,ย Talent: Brielle Jenkins,ย Talent: Francesca Grace,ย Talent: Cale Tyson.ย Post Production: Echobendย Post EP: Noah Wagner,ย Editors: Ryan Turner & Dri Sommer,ย Animation/GFX: Nikolay Lyutskanov,ย VFX Supervisor: Martin Hall,ย VFX: Han Cao,ย Game Capture: Amir Rakib & Francisco Lopez,ย Asst Editor: Dustin Foster,ย Color: Roy Sun,ย Sound Design & Mix: Ric Schnupp,ย Composer: Giosuรจ Greco
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagรกn Muรฑoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors whoโll highlight this yearโs winners. The conversation will include a discussion about the winning work, including insights... Read More