Disney+

A concert film that felt like coming home

Billie Eilish doesn’t need introduction. But this film wasn’t about who she is. It was about where she comes from. Happier than Ever wasn’t a typical concert film. It was personal. Intimate. A tribute to the city that shaped her sound, her story, her entire identity as an artist. The challenge was making sure people understood that before they hit play.

The insight was about expectation. People hear “concert film” and think big production, stadium energy, greatest hits. This was different. Billie performing in the Hollywood Bowl, yes. But woven through with her family. Her collaborators. The streets and spaces of Los Angeles that raised her. It was cinematic in a way concert films rarely are. We needed the campaign to feel the same way.

As Head of Content Marketing, I built a narrative-driven approach that leaned into the emotion and artistry of the film. We crafted visual content that highlighted the quieter moments. Billie with her brother Finneas. The city at golden hour. Scenes that showed this wasn’t just a performance. It was a love letter. Teasers built anticipation while setting the right tone. This wasn’t hype. It was an invitation.

Over 10 million views in the first week. A 30% increase in streams of the Happier than Ever album. And conversations about what a concert film could be when you treat it like art. Billie’s connection to Los Angeles came through in every frame. The campaign made sure people felt it before they ever pressed play.