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Aubree’s Take On Advertisement

So, this is my first time working at an advertising agency. I have always had a special interest in advertising, and art in general. I want to share one advertisement that made me want to be in the field.
So, I am a huge fan of music. I could listen to music constantly and it would never bother me in the slightest. I love going to concerts, watching music videos, seeing the process behind it, and the promotions they create for new projects. There are a few specific advertisements that come to mind when I think about what made me want to work in advertising. One in particular is called the “The Billie Eilish Experience.”
This was a pop-up event stylized like a museum for one weekend only, in March of 2019. Essentially, each song on the album was turned into an “immersive sensory experience.” For 13 songs, a guest would be taken through sights, smells, and sensations of the album. Additionally, each room included a sign of what each song looked like through Billie’s synesthesia (a perceptual phenomenon in which stimulation of one sensory or cognitive pathway leads to involuntary experiences in a second sensory or cognitive pathway) For example, her song “8” it made her think of purple, the smell of puppies, touching something fluffy, and an oval. Below, there’s a photo from a guest of the experience in this room and the sign in the doorway.
Another room was for her song “When the Party’s Over” Guests were encouraged to jump into a foam pit filled with her clothing line Blohsh’s logo turned into foam pieces. Everything down to the smell of each room was intentional.

I think that this type of advertising is so powerful. Instead of just selling merchandise to promote an album, they make an attraction, a tailored experience that is limited in capacity, and play into the mystery and hype and give little to no information about the contents. Not only that, but the exclusivity of the event drummed up so much attention that people were talking about it all over the world. It was open for one weekend, and guests had to RSVP ahead of time, and once the list was full, that was it. Most of the coverage was from guests posting on social media, and a few magazine interviews. The way that we advertise has changed so much over the years, playing into dramatic releases, and the illusion of exclusivity has really benefited companies and artists, and you can see that in this experience.

When I saw this, I knew I wanted to try and have a hand in creating unique advertising. I couldn’t help but think how much fun it would be to translate an artist’s ambitious ideas into reality. That’s what is so interesting to me about advertising! A company will come to an agency with a product, a promotion, or idea for an ad and it’s our job to collaborate with them and the rest of the team to come up with something that will make their idea come to life.

Aubree Lock

Miller Ad Agency, Office Manager

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