Director Kristyna Archer Creates Hope for a Cleaner Planet in Green Mountain Energy’s ‘Light the Future'

ArtClass director Kristyna Archer brings her passion for sustainability and artful eye to Green Mountain Energy’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 is the longest-serving renewable energy retailer on a mission to protect the planet and “Light the Future” with 100% clean energy.

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.”