ArtClass Director Kristyna Archer brings her passion for sustainability and artful eye to Green Mountain Energy Company’s anthem campaign, “Light the Future” via agency 160/90. The campaign, a blend of VFX and live action filmed on an XR stage, is a celebratory, electric and engaging anthem that unites a diverse range of characters and storylines with the Firefly leading the way in building a better future. Green Mountain Energy has been illuminating people’s sustainable activities with wind and solar since 1997 and is committed to making an impact in order to “Light The Future.”
A Green the Bid Ambassador passionate about sustainability in production (and beyond), Kristyna Archer shares a deep connection with Green Mountain Energy’s brand ethos. “Working with brands inspired by social impact is always fulfilling,” she shares. “I instantly knew it was going to be a true passion project based off of the script, and being able to work through the lens as a sustainable director really supported its authenticity.”
Archer is an interdisciplinary artist who works across film, photography, and design with a passion for creating work that embraces thought-provoking narratives that blend magical realism with innovative approaches.
To bring the GME project to life, Archer sought out a practical approach with the production challenge of illustrating both the clean energy solutions along with 15 locations over the course of a three-day shoot. It was important that the natural world (captured via the LED wall) were present in every scene to evoke a sense of connection and awe-inspiring hope for the future that is brighter than you could ever imagine. A unique combination of LED volume, unreal engine photorealistic landscapes, and practical wind and solar miniatures created an exciting hybrid aesthetic that Archer is enthusiastic to push and explore more in the future.
“Working with an LEDVolume was an itch I’ve wanted to scratch for some time,” adds Archer. “I was so impressed by how we could augment worldbuilding and maximize the story with this approach. It was the perfect project for virtual production and I am really proud of what we were able to create together.”
Credits
Client: Green Mountain Energy
Spot: “Light the Future”
Director of Marketing: Rebecca Emrick
Brand & Prospect Marketing: Carolyn Melgar
Manager, Prospect Marketing: Matt Dockendorf
Brand Marketing Analyst: Roselly Hernandez
Visual Content Strategist: Victoria Dumana
Agency: 160/90
VP of Video Production: Justin Padilla
VP of Client Development: Jaclyn Carr
Account Director: Leah Rubino
Assoc Creative Director: Kristy Heilenday
Assoc Creative Director: Megan Adamson-Jackes
Executive Creative Director: Christian Carl
Designer: Anna Sefil
Copywriter: Anjali Mahbubani
Production Services Manager: Taylor Price
Project Manager: Amnada Watson
Production: ArtClass
Director: Kristyna Archer
DP: Fedrico Tamburini
Managing Partner: Geno Imbriale
Managing Director, Executive Producer: Rebecca Niles
Executive Producer, Live Action: Eric McCasline
Head of Production: Sparkle Jones
IiiiEditorial: ArtClass
Editor: Morgan Bradley
Managing Director, Post: Corwin Carroll
Producer, Offline: Julies Torchine
Producer, Online: Julies Torchine
Producer, Online: Jonlyn Williams
Head of Post Production: Brian Keegan
Colorist: Taylre Jones
Sound Engineer: Julian Bickford
Assistant Editor: Sara Baum
Flame Artist: Eric Pascua
Character Design + Animation: House Special
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