CHALLENGE
A local home roofing and remodeling company wanted to promote a high-end, composite roofing material while it had market exclusivity.
INSIGHTS
Kansas weather takes a toll on roofing, so durability is paramount for most homeowners. For luxury homeowners, aesthetic style is often an equally important component, providing a space for high-end, durable composites. Most homeowners don’t connect with the science or technical aspects of the material, they just want to know that it will look good, last a long time, and keep their home—and those in it—safe and secure. Also, in most households, a male was the primary decision-maker in roofing and exterior maintenance—he was our primary audience.
SOLUTION
To meet our goal, the product needed to be positioned in the same category as other luxury goods the male homeowner desired and cast the homeowner himself as the protector of his castle. I wrote the script and developed the storyboard to feel like an ad for a luxury car or designer watch. Along with the video production team, I organized and produced the shoots and later worked with editors in post-production to deliver the video for broadcast.
Art Direction: Adam Wilbur
Copywriter: Adam Wilbur
Video Production: Digital Brand
