The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Integrated

Billie Eilish x Beat Saber

Agency Meta + Good Company / Los Angeles + Rock Paper Scissors / Los Angeles + Ingenuity / Los Angeles

Client Meta Quest [fka Oculus]


Craft / Art Direction

Annual ID


About the Work

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. 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. OUTCOMES The goal of the campaign was to reach Billie Eilish fans (young women 18-24) and inspire them to experience Billie’s music in a new, kinetic music venue on Beat Saber. At launch (9.21.21), the Billie Eilish music pack on the Meta Quest Platform had the highest first day sales of any music pack. And the pack’s first day purchase rate for female Quest owners (our core 18-24 Billie Eilish fan audience) who were new to Beat Saber was nearly twice that of male owners. To drive home our message and further mobilize Billie fans to experience her music in Beat Saber, we hosted Billie’s Gov Ball set and premiered it in Horizon Venues (Meta Quest’s first party VR music venue). Of those who attended the concert and were existing Beat Saber players, over 40% purchased the Billie Eilish music pack!

2022 Awards

Total Points: 9


Internal / In-House Agency


Production Company

Good Company / Los Angeles

Post Production Company

Rock Paper Scissors / Los Angeles
Ingenuity / Los Angeles


Billie Eilish

Artist Management

Best Friends Music / Los Angeles

Audio Post Production

Model Citizen Creative / Los Angeles

Billboard Prepress Post Production

SGK, Inc / San Francisco

Billboard Printer Post Production

Sandy Alexander / Clifton

Color Post Production

Company 3 / Los Angeles

Digital / Printed OOH Design & Production

The Mill / New York

Music Track

Happier Than Ever

Neon Billboard Production

Atomic Props / St. Paul

Record Label

Darkroom / Interscope Records

Social Agency

VMLY&R / San Francisco

Web Agency

JAM3 / Los Angeles

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