Archie Erskine directs a vibrant lo-fi promo for self-produced songstress Ledbyher. 

The video for Big Wish features a blend of Y2K aesthetics and strong, textural overlays, creating a charming and anachronistic style. 

An impressive, understated feat, it's a perfect match to the track and a testament to creative experimentation. It's hard work to create era-specific visuals, and Erskine has knocked it out the park with this one.

"At the heart of the concept is a younger version of Ledbyher flicking through TV channels, only to see her older self living out a series of 'big wishes' - visions of possible futures filled with both triumph and tension," explains Erskine.

"For this piece, I knew we had to lean into nostalgia to really capture the emotion we were after. So we drew inspiration from early 2000s aesthetics, using specific lenses, costumes, color palettes, and a mix of camera formats to transport viewers back in time.

"Of course, everything truly came together in the edit. From day one, I had a clear vision of how the timeline needed to flow: fast-paced but intentional, cinematic yet grounded. We layered in tasteful visual effects from 2D and 3D animations, to time-warping transitions, A.I.-driven set extensions, and many more that add to the most important part to me… world building. The result is a video that lives in its own universe.

"BIG WISH is a special project - not just because of the creative freedom, but because of the trust LedbyHer placed in me to bring her vision to life. The video premiered on my own platform, GlobalNotLocal, which continues to be a home for boundary-pushing work."