Billie Eilish X YouTube -  Lunch

My Role
Creative Lead

Art Direction

Results
3.3B total view
665M views
88.4K Gen Z Shorts Creations

PR
Variety
, TIME, Billboard, ABC news, and 125+ global press stories





The Brief


Create a trend to boost Billie Eilish’s new single "Lunch" and increase Shorts creation among Gen Z users.




Short Form Video Trend Idea


We're taking pictures in the mirror–it's time to double flirt with Billie by doubling yourself, when you hear  the part “She’s taking pictures in the mirror. Oh my god her skins so clear. Tell her bring it over here.” 

For this trend, users will film themselves walking to a mirror to take a twofold, flirtatious mirror selfie.

We sent this guide video to Billie for her to copy. And then...
Shorts Trend:
Double Billie’s Lunch in the Mirror






And 88.4K Gen Z Shorts users joined in. 




On-event Activation: Billie’s Mirror Room

We brought out Billie’s Mirror Room to the album-listening event at Barclays Center in Brooklyn.










DOOH








Desktop & YouTube TV






Mobile