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Billie Eilish - Happily Than Ever

The Challenge – Happier than Ever: A Love Letter to Los Angeles presented Billie Eilish in a new light, blending her music with the story of her deep connection to her hometown. The goal was to emphasize the intimate, artistic quality of the film and make it resonate not only with her devoted fans but also with a broader audience, celebrating the city’s impact on her artistry.

The Insight – The goal was to create a marketing strategy that captured the film’s unique blend of stunning visuals, personal storytelling, and musical performance. The strategic approach emphasized the emotional and artistic depth of Billie’s tribute to Los Angeles, positioning the film as more than just a concert experience—it’s a heartfelt love letter that invites viewers into her world while honoring the city that shaped her music.

The Creative Solution – As Head of Content Marketing, I developed a narrative-driven campaign that emphasized the film’s artistic and emotional essence. We focused on Billie’s heartfelt connection to Los Angeles, crafting visual content that highlighted key scenes and her relationships with family and collaborators. The campaign included strategic digital activations and teaser content that built anticipation and showcased the film’s cinematic quality, driving engagement and viewership on Disney+.

The Impact – The film was a massive success, garnering over 10 million views in its first week and driving a 30% increase in streaming of Billie Eilish’s Happier than Ever album. It sparked meaningful conversations about the influence of place and personal history in music, and it elevated the artistic standards for concert films. The campaign reinforced Billie Eilish’s cultural significance and deep connection to Los Angeles, resonating with a global audience and further solidifying her status as an influential music icon.

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Client: Disney+

Role: EVP, Content Marketing