Green Mountain Energy launches new brand campaign
Sustainability is brought to life in a vibrant, animated 3D world featuring Lucy the Firefly.
)
Green Mountain Energy, the nation’s longest serving renewable energy retailer and a pioneer in providing 100% renewable energy solutions, unveil its breakthrough advertising brand campaign, Lucy’s World.
Featuring the delightful, animated firefly brand ambassador, Lucy, this campaign by PMG and directed by Laurie Rowan came to life through an innovative, animation production, produced by Emmy-winning creative studio, Nexus Studios.
Lucy the firefly brings optimism for a better future to life in a vibrant, green, and clean world, seeing the best in everyone and everything. She radiates positivity, encouraging viewers that even the smallest energy-saving decisions can have a monumental impact on our world. This is embodied in the campaign's central message: small actions can lead to big changes.
Credits
powered by
- Agency PMG/Dallas
- Production Company Nexus Studios/USA
- Director Laurie Rowan
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency PMG/Dallas
- Production Company Nexus Studios/USA
- Director Laurie Rowan
- Executive Producer Jason Fletcher-Bartholomew
- Producer Rebecca Archer
- Head of Production Rachel Moss
- Executive Producer/Business Development Brooke Williams
- Editor David Slade / (Editor)
- VFX Editor Andrea Zantiras
- Editor. Zaki Fulford
- Sound Company Factory Studios/London
- Sound Designer Josh Campbell
- Music Production Company Siren/London
- Executive Creative Director Andrew Harper
- Creative Director Justin Pritchard
- Motion Design Luis Cuenca
- Executive Producer Amanda Huelse
- Senior Producer Ben Evangelista
- Creative Director. Lori Wittig
- Creative Director.. Delfina Maria
- Art Director Callum Strachan
- Lead Compositor Sacha Danjou
- Editor.. Mark Van Heusden
- FX Artist Paul Cousins
- Lead Animator William Lorton
- Audio Producer Ciara Wakley
- Composer Stuart Hancock
Credits
powered by
- Agency PMG/Dallas
- Production Company Nexus Studios/USA
- Director Laurie Rowan
- Executive Producer Jason Fletcher-Bartholomew
- Producer Rebecca Archer
- Head of Production Rachel Moss
- Executive Producer/Business Development Brooke Williams
- Editor David Slade / (Editor)
- VFX Editor Andrea Zantiras
- Editor. Zaki Fulford
- Sound Company Factory Studios/London
- Sound Designer Josh Campbell
- Music Production Company Siren/London
- Executive Creative Director Andrew Harper
- Creative Director Justin Pritchard
- Motion Design Luis Cuenca
- Executive Producer Amanda Huelse
- Senior Producer Ben Evangelista
- Creative Director. Lori Wittig
- Creative Director.. Delfina Maria
- Art Director Callum Strachan
- Lead Compositor Sacha Danjou
- Editor.. Mark Van Heusden
- FX Artist Paul Cousins
- Lead Animator William Lorton
- Audio Producer Ciara Wakley
- Composer Stuart Hancock
The visuals and animation for Lucy’s World are designed to mirror the personality and optimism of Lucy herself. The campaign showcases a variety of dynamic, bright, and fun elements that comprise her imaginary world, one that represents what our own could be if we all come together for the greater good.
Lucy’s World begins rolling out this month across multiple platforms including video, social media, display, and OOH advertising. The visual creation not only sets the stage for this launch but also paves the way for the Green Mountain Energy’s future storytelling, all within Lucy’s enchanting and newly created 3D town. It is designed not just to advertise but to influence, reflecting the brand's commitment to inspire hope and motivate action through the use of clean energy.
+ membership
Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively.
Learn More
Green Mountain Energy – Wind
Green Mountain Energy – Sunshine
Green Mountain Energy – Day & Night
Created by PMG, campaign elements include :30, :15 and :06 spots, supported by an integrated multi-channel media plan. Throughout May, Green Mountain energy ads will run across a full funnel of placements in areas such as high-impact media, DOOH, CTV, audio, online video donating to GME’s charitable organisation, native, social channels (including Pinterest, Reddit and Meta), along with Search.
BAFTA-winning director Laurie Rowan brought his characteristic attention to detail and charming aesthetic to this project. Translating abstract concepts into a physical space all within a single seamless journey was key to success here and Lucy, our lovable lightning bug, was instrumental in pulling this off. She’s a ball of energy as she zips through a detailed world in a dynamic, precisely-timed dance. Pushing the story forward, she interacts with the townspeople, seemingly turns day into night, and shows us what a greener future could look like.
