Celebrating 25 Years of The Sims: Lexi McIntosh

For the past 25 years, our team has poured its passion into deep, thoughtful, and authentic experiences that reflect life’s many possibilities (as well as a few fantastical possibilities we wish existed). But life, as it turns out, is pretty darn big, which is why we’re constantly introducing new content and features to expand The Sims universe into a story-telling platform that’s representative of its player community. 

As part of our ongoing birthday celebration, we’re talking to our team members about the most meaningful projects they’ve been a part of since joining The Sims family and exploring the ways in which their unique perspectives have informed the features and updates we’ve added over the past 25 years. Brand Manager Lexi McIntosh, for example, translated a childhood love of storytelling into a truly unique marketing career, which she details in today’s interview.

What was your first role on The Sims, and how has it changed over time?

I joined Maxis as a marketing intern in 2020. It’s been five years since, which is crazy to think about! At the time, I was still in college figuring out what I wanted to do in the realm of marketing. It all clicked when I saw an opportunity to work on The Sims – I knew I had to be there. From My Sims to The Sims 3 and 4, The Sims has always been a creative outlet for me. The game acted as a digital dollhouse that explored the endless “what if” scenarios that would pop in and out of my brain. I’m passionate about sharing my perspective as a long-time Simmer and about crafting stories through marketing that inspire other girls to express themselves, just as the game has inspired me.

After completing my internship and Bachelor’s degree, I stepped into the marketing associate role where I supported the day-to-day creation and execution of campaigns. I strengthened my presentation and briefing skills, identifying ways to highlight and communicate The Sims products and forming some of the greatest relationships I’ve ever had with my talented coworkers (shoutout to them)! Now, as a Brand Manager, I am developing strategies from start to finish and leading the execution of campaigns. I think about all the unique players who love The Sims and how we create stories and products that connect with them.

What’s the first thing you worked on?

The first project I worked on involved finding ways to spotlight our diverse community and their incredible creations. As a huge fan of creator content, I helped plan moments in and out of the game that showcased their work. This work expanded, opening up opportunities for future collaborations with creators that ultimately added content to The Sims 4 Base Game. Some of my favorite projects that stemmed from this work include collaborating with Complex Sims to add bonnets and durags, collaborating with Dee Sims on the addition of Bantu knots and two-strand twist hairstyles, and partnering with L’Oreal’s Dark & Lovely to introduce a barrel twist loc hairstyle – which are all my forever go-to items when creating my own Sims.

What’s the most meaningful thing you’ve worked on and why?

It’s hard to choose! But one of the most meaningful projects I have worked on is the The Sims 4 Life and Death campaign released in The Sims To Be Continued Season. It was fun to develop the strategy for the campaign, weaving in the spookiness, coziness, and transformative nature of autumn. I worked closely with our creative team on the trailers and developed a deeper appreciation for their ability to build strong emotional narratives while elaborating on pack features. I learned what goes into writing a script and what to consider. Seeing the excitement for the pack spread in the community and reach broad audiences was unreal. The reveal trailer became the number one trending video on YouTube within 24 hours! It became even more surreal for me when friends reached out, sharing how hyped they were for the pack’s release.

How does your personal experience help shape your work?

So many aspects of my life influence my work, but my childhood stands out the most. Growing up, my little sister and I would play with dolls all day, every day, turning every corner of my mom’s house into a new world full of stories and adventures. This imaginative spirit evolved when I started playing The Sims, creating core memories that I’ll never forget. When thinking about the countless stories I can communicate through marketing, I carry this joy and creativity from childhood into my work.

How important is it for Maxis to allow players to see themselves in The Sims?

The Sims draws inspiration from real life and real people, so it’s vital for players to see themselves in the game and for Maxis to continue being curious and open to various perspectives.