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, which instantly set social media on fire and became the cover of major music and lifestyle outlets.
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, who are mostly unfamiliar with VR. Our solution was to create a visual language that blended the look of Billie’s, already iconic, album artwork and the neon aesthetic of the Beat Saber game.
We invented a visual language that blended the style of neon signs of Hollywood Theaters in the 50’s with Billie’s new look, 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 all digital platforms as well as in the end card for our launch film.