Disney+

A concert film that felt like coming home.

Billie Eilish needs no introduction. But this film was not about who she is. It was about where she comes from. Happier Than Ever was not a traditional concert film. It was intimate, personal, and rooted in Los Angeles, the city that shaped her sound and identity. The challenge was helping audiences understand that before they hit play.

The insight centered on expectation. When people hear “concert film,” they expect scale and spectacle. This was something else. A performance at the Hollywood Bowl, woven together with her family, her collaborators, and the places that defined her. It was cinematic in a way concert films rarely are, and the campaign needed to reflect that.

As Head of Content Marketing, I led a narrative-driven approach that focused on emotion and restraint. We developed visual storytelling that highlighted quieter moments. Billie with Finneas. The city at golden hour. Images that made it clear this was not just a performance, but a love letter. Teasers were designed to build anticipation while setting the right tone. This was not hype. It was an invitation.

The film generated over 10 million views in its first week and drove a 30% increase in streams of the Happier Than Ever album. More importantly, it expanded the conversation around what a concert film can be when treated as a piece of art.

The campaign ensured audiences felt that connection before the film even began.