Roof Studio Constructs the American Dream with American Express
As we leave behind a record recession for the American economy, there is huge opportunity for growth. The economic contraction forced many businesses to become leaner and focus on necessities, making for work that is more efficient and focused. But recent employment numbers and economic growth the last couple years means that part of our history is mostly over. For business owners, now is the opportunity to start expanding again, using the lessons learned from the downturn. American Express Business wants to be the one to enable the next period of growth and tapped Roof Studios to help them spread their message through a series of print ads and a video that visualizes their hopes for their customers.
The imagery depicts a composition that reflects an American Express credit card but set up as the composite pieces of a miniature model construction. It’s a visual metaphor for how working with a company like American Express can help create the pieces necessary to bring a business to the next level. That combination of ideas presented a visual challenge that Roof dove right into. “Our favorite part of this project was definitely the animation. We wanted to find the perfect mix with simplicity and dynamism,” says Guto Terni of Roof Studios. “It was a challenge to find the right blend of dynamism with just a card rotating. In the end we were really happy with the result.” The metaphor is brought to life in the animations as the pieces combine themselves and get to work. A tractor digs, a desk comes together as a work surface. We see the construction of the American business take shape in real time, which is exactly what American Express is trying to illustrate.
Creating images entirely from scratch, like the CGI that roof did in the project, means that there are infinite possibilities. A collaborative spirit is crucial to making a process with pure potential turn into something focused and beautiful (like what Roof did). “The client was on board for all of it. It was great working with the team at Ogilvy. They were very collaborative in this process from beginning to end,” says the team at Roof. “That's what we are about.“ The collaborative process that Roof found with their creative compatriots made for a project that was both exciting and successful.