For Gamers, By Gamers

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EA Games "Stud Daddy"
EA's "The Sims 2" is a highly customizable game. So much so, in fact, that the marketing campaign is to show what some of the game's best players have done with the customizable virtual characters and worlds available in its newest incarnation using a technique called Machinima, which lets people make cinematic footage from video games. Wieden + Kennedy/Portland recruited gamers to play the game and helped them save their customizations in a cinematic way, turning the gamers into directors and DPs of their own spots. The television campaign features edited scenes from ten of these players with their profiles featured as titles at the end. Online at simsplayedby.com, see videos and stories from more players, including characters such as fairies, cult members, ladies' men, cowboys and kick-ass kung fu hotties. (MS)
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