Billie Eilish sets the stage for Facebook's Oculus VR integrated push

The branded partnership with Beat Saber game also features billboards that transform at night

Published On
Sep 29, 2021

Editor's Pick

Billie Eilish’s album “Happier Than Ever,” released on July 30, 2021, spent most of August at number one of Billboard’s top 200 albums list. Even now, two months after its debut, the singer’s second album is number nine on the chart, up from number ten last week.

Now, perhaps this creative integration of her music in this push for Facebook's Oculus VR Beat Saber game will help to sustain the album's popularity.

The game, which requires players to don the Oculus VR headset, visualizes the beat or melody of a song through cubes that fly at the player. Using what looks like a “Star Wars” light saber, the player slashes at the cubes, so it's something like a cross between Guitar Hero and Dance Dance Revolution.

Oculus recently released a video to promo the partnership. The spot, called “Beat as One,” shows a group of players wearing headsets gathered in an empty ballroom. To the tune of Eilish’s title track, “Happier Than Ever,” the performers dance in unison, spiraling and swaying to the song’s lullaby intro. As the beat intensifies, the dancers, blindfolded by the headsets, begin moving with greater energy. They drop toward the floor and swing their arms in wide arcs as laser lights suddenly cut through the room.

When the song finally erupts into its emotive, guitar-heavy chorus, viewers see what the spot’s players see: a storm of cubes careening toward a dancer who spins and bends rapidly to slice them away. The song concludes and the dancers lift off their headset and share a communal exhale after the immersive rush.

Daytime billboard

The video is accompanied by billboards that transform based on the time of day they’re viewed. While the sun’s out, they simply look like advertisements for Eilish’s album, featuring her wrapping her arms around herself against a muted, tan backdrop. At night, neon lighting on top of the billboard light, mirroring the same image vibrantly with the addition of the Beat Saber logo.

Nighttime billboard

The video and OOH advertising, which have digital variants as well, will run throughout October.

Digital billboard


Sep 29, 2021
Client :
Facebook Reality Labs
VP, Global Marcom, FRL :
Brian Irving
Chief Creative Officer :
Josh Higgins
Director of Marcom :
Dave Kaufman
Global Executive Creative Director :
Jason Sperling
Group Creative Director :
Robbin Ingvarsson
Group Creative Director :
Kako Mendez
Designer :
Huy Tran
Head of Production :
Heather Michaels
Executive Producer :
Matt Green
Senior Producer :
Jennifer Chen
Print Producer Lead :
Lisa Huber
Art Producer :
Elizabeth Lucas
Business Affairs Manager :
Carla Palmer
Program Manager Lead :
Ashlye Vaughn
Program Manager Lead :
Yulhee Cho
Integrated Marketing Manager :
Chris Lake
Integrated Comms Strategy Manager :
Rosalie Gandley
Product Marketing Manager :
Patricia Wayne
Product Marketing Manager :
Michaela Dvořáková
Producer Beat Saber :
Deborah Guzman Barrios
Associate General Counsel :
Michael Traylor
Lead Paralegal :
Rich Daniels
Trailer Production Company :
Good Company
Edit :
Ingenuity Studios
Neon OOH Production :
Atomic Props
Static OOH Printer :
Sandy Alexander
Digital OOH Production :
The Mill
Social Asset Production :
VML Studio
Color :
Company 3
Audio Post House :
Model Citizen Creative
Album :
Happier Than Ever
Artist :
Billie Eilish
Record Label :
Directed by Good Company :
Alexandre Moors

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