Meta Quest Billie Eilish x Beat Saber

With the launch of one of the most anticipated albums of 2021, Billie Eilish debuted a bold new look, inspired by 50’s Hollywood glamour and style. To announce the arrival of such a big star to Beat Saber, one of the most popular rhythm-based games in the Quest 2 library, we had to rise to the occasion and capture the attention of Billie Eilish fans.

We invented a visual language that blended the look of Billie’s already iconic, album artwork and the neon aesthetic of the Beat Saber game to create an integrated campaign that invited the audience to experience her music in a whole new way through VR.

We created billboards that appeared as “normal” Billie Eilish album promotion during the day. But at night hidden neon tubes came alive to reveal the Beat Saber collaboration in a dazzling fashion.  This neon aesthetic was then implemented to work across OOH, and digital platforms, as well as in the end card of our launch film.

At launch, the Billie Eilish music pack had the highest first-day sales of any music pack to date.  And the pack’s first-day purchase rate for female owners was nearly twice that of male owners.

Recognitions: Cannes, Shortlist, One Show, Silver, Clios, Silver, Art Directors Club, Webbys Winner, Creativity Editor’s Pick