• 4.25.16

    Roof Studio Makes Cancer Screening Comfortable

    We could all stand to take care of ourselves a little better. Prevention is the best treatment of any malady, but in the fight against diseases like colon cancer our best tool is early detection. Understanding the problem as early as possible is invaluable, something that Cologuard is acutely aware of which is why they created an early colon cancer screening system. What the company also understands is that checking for cancer can be a high anxiety-producing situation so they made sure their test can be done at home. They teamed up with Roof Studio to deliver this fresh point of view in their latest advertisement. Together, they introduced a cheery Cologuard mascot who talks us through the process and eases our tensions about something that we should all get more comfortable with.

    When it came to setting the scene, everything that Roof created was about making the most tender impression possible. From composition to color to tone, each choice was balanced to create a soft experience. “It welcomes the viewer and gently invites us in to get closer and closer to a topic that requires some intimacy,” explains Crystal Campbell of Roof Studio. “The character fits in this world with the same level of intimacy where color, attitude and design functions in great harmony to convey a relaxing time.” The test becoming its own character gives us an emissary and a partner to guide us through the process so it won’t stress us out. He reminds us that this is for our health and nothing to worry about. There’s no reason to be anxious – we hear it straight from the mouth of the test we’re taking.

    Traditionally, pharmacological ads are cold, clean, and precise. That aesthetic is useful for creating an idea of medical confidence but it’s not always relatable. For Roof, the joy of this project was about creating something new that we would understand and connect to on a visceral level. “For us, the most satisfying part of the project was the opportunity to create a non-traditional pharma world. Ours exhibits vibrant colors with confidence and invites the viewer to join in the story,” says Crystal. “We were able to find a nice balance between a more whimsical world and a practical world.” If we’re going to solve the anxiety around medical tests and start protecting ourselves from future problems with early detection, we have to get comfortable with these processes. Roof is helping bridge that gap to create a healthier world.

  • 1.11.16

    Roof Studio and Honda Open a Window to the Imagination

    In many ways it’s impossible to make sense of the creative process. When the conscious mind links up with the unconscious there’s a lot of spread and not a lot of logic. Like dancing on a cloud of fog or playing the music of colors and shapes, it may not translate into direct language that we’ll all understand. But the results are incontrovertible. As major investors in the creative process, Honda wanted to show off what they have going on in their labs from designers who are pushing their own boundaries in every direction possible. So they linked up with Roof Studio who have their own intimate understanding of how creative exploration can twist and wind itself around the unexplainable.

    In their latest spot “The Dreamer,” we start in an incredibly modern, cleanly designed studio with a Honda employee putting together an illustration of a car engine. But while he’s working, the designer’s brain opens up, figuratively and literally, letting us into his internal process. As a double door swings open from the back of his head, a Honda car drives off into a world that constructs itself seemingly out of thin air, growing off the ideas and inspirations that this designer is conceiving in his own imagination. It is rich, complex, and flows like water from one concept to the next, skating not on the progression of sensible rationality but on the natural path of ideation.

    From a technical perspective, world building like in this ad is of the highest order. Combining live action videography with incredibly rich CGI animation, Roof had a tall order. To create something like this the whole team has to be on the same page from day one, which required intense preproduction work. “For me preproduction is always a really special part of the project,” explains Guto Terni, Creative Director at Roof Studio. “It is the moment where we create the film and I really enjoy thinking about the conception of the scenes.” Each artist’s creative process is singular to them, so not only did the team at Roof have to dig deep to create these worlds, they also had to find ground that was common to each other and the audience who would see the piece. One would think that creating sense out of the imagination would be impossible, but as they do so often, Roof proves that the impossible is possible. It just takes time, hard work, and a rich understanding of how we see with both our heads and our hearts.

  • 12.25.15

    Happy Holidays: 2015 in Review

    As we come together with loved ones and friends to close the year, we’d like to take this time to reflect on some of our favorite moments from the last year. Included here is a list of some of our favorite stories we’ve had the pleasure to share with our community and friends. This year our artists helped usher in the next generation of Star Wars stars, discovered what bacteria lurk in NYC’s subways, sent hundreds of mean postcards to adoring fans, and put their own stamp on the 2016 Presidential campaign.

    Our artists have done amazing things, so let’s take some time to remember some of the best stories from 2015 before turning our focus to the New Year.

    We hope you have Wonderful Holidays, and a Happy New Year.



    Star Wars' Past and Future with Marco Grob for Time Magazine

    Weeks before Star Wars: The Force Awakens hit theaters, Marco Grob photographed the cast of the highly anticipated movie for Time Magazine. Not only did he get to photograph the human stars, he also got to spend time with the famous R2-D2 and meet the newest favorite: BB-8.


    Craig Ward's Infectious Love for New York City

    Riding the New York City subway can be a precarious situation, not because of the unpredictable riders but because of what lurks on the handrails. Craig Ward wanted to see what exactly he has holding onto every day and the answers were both beautiful and revolting.


    Sawdust and Nike Reach New Heights

    One project with international powerhouse Nike is celebration enough, but when Sawdust teamed up with the athletic juggernaut for three bespoke typefaces it was an honor. Not only were they creating these solutions for Nike, but they'd be paired with LeBron JamesKobe Bryant, and Kevin Durant, three of the most powerful names in basketball. What they created turly elevated the game.


    Joey L's Lavazza Calendar: A Study in Sustainability

    This year Joey L joined Annie Leibovitz, Erwin Olaf, and David LaChapelle as a photographer for Lavazza's annual calendar. With the theme “From Father to Son,” Joey L examined how the tradition of sustainable farming is passed on from generation to generation, and how food gets to our tables from around the world.


    Marc Hom for People's Sexiest Man Alive

    People's Sexiest Man Alive is always a hotly watched and eagerly awaited issue, and frequently their most popular. When Marc Hom got the call to photograph their non-traditional choice this year, David Beckham, it was an honor and a thrill. And on the day of the shoot, Beckham didn't disappoint.


    Stephen Wilkes: Day to Night at Bryce Wolkowitz Gallery

    For more than a decade Stephen Wilkes has been pursuing his ongoing personal project of condensing an entire day into a single photograph. This year, Stephen showed off some of his favorite shots at the Bryce Wolkowitz Gallery, a great way to look back on all the work he's done, and look forward to what's still to come.


    Platon Helps the Met Communicate Across Cultures and Time

    Over the course of months with locations stretching from The Costume Institute to the Louvre's vault, and even the private archive of Yves Saint Laurent, Platon captured the epic vastness of the Met's latest blockbuster. "China: Through the Looking Glass" examines how China's history has impacted the rest of the world through design influence, and Platon was able to photograph every step along the way.


    Everyone Wants Hate Mail from Mr. Bingo

    Mr. Bingo's ongoing series "Hate Mail" pits the artist against those who pay for the pleasure of being berated by him through the post. Enough fans have gotten their kicks this way that he turned them all into a book that catalyzed an enormously successful Kickstarter. Books are available for purchase now!


    We Are The Rhoads and Taylor Swift Team Up for Keds

    Living a life in the limelight isn't always easy, so when We Are The Rhoads teamed up with Taylor Swift for their latest Keds campaign, they immediately found common ground. By creating a safe space the mega celebrity was able to focus on the moments with Sarah and Chris, resulting in images that are effortlessly Taylor.


    Stacey Jones Trades Orange for Gowns

    Style is communication and a stylist has the power to shape how their subject communicates to the world. For Uzo Aduba's cover of As If Magazine, Stacey Jones dove into feminine luxury, offering the Emmy Award winning actress the opportunity to step away from the orange jumpsuits that her fans so often see her in.


    Tom Corbett and Somerset's Love Letter to Paris

    Paris is a hotbed of fashion and style, making it a dream destination for many and attracting artists from all over the world. Tom Corbett is no different. On his latest assignment for Somerset he really sank his teeth into the city, taking advantage of every block and street corner, capturing the beauty of the city and the ease of its powerful energy.


    Donald Trump's Stratospheric Ambitions by Stanley Chow and Jamie Chung for The New York Times Magazine

    It's hard to describe Donald Trump's political rise, so sometimes the best option is to not even try. When The New York Times Magazine tasked Stanley Chow and Jamie Chung with an image that spoke to the story they got right to work on something that felt honest but was also a lot of fun.


    Marcus Bleasdale and Human Rights Watch's Real Impact

    When Marcus Bleasdale began his work as a photojournalist it was to make a difference, but an artist can never be sure if their hopes are going to come to fruition. Marcus' has. His work with Human Rights Watch has lead to changes in law, and even helped end a war. Their joint gallery show, "Impact," proved it.


    Four B&A Artists Illuminate Your Lunchtime Chipotle Burrito

    Chipotle has seen better days, but before their troubles they made a very solid decision when they asked Harriet RussellSarah J. ColemanAdam Hayes, and Dave Homer to create illustrations for their bags and cups. Each illustrator was paired up with a writer whose pieces were to serve as the inspiration, and the results are as delicious as you can imagine.


    Douglas Friedman Goes Home with Ken Fulk

    Ken Fulk is a master at interior design, and Douglas Friedman is a master at photographing interiors. When the two came together in a show-stopping shoot of Elle Decor, Fulk's vision leapt off the page thanks to Douglas' unique ability to translate space into flawless photographic composition.


    The Essence of Bernie Sanders by Ryan McAmis

    Bernie Sanders represents one of the most interesting political stories this season, and like any political character his whole persona is hard to distill into a single image (even a photograph!). Ryan McAmis took his time, and dug deeply into his bag of tricks, creating a portrait for the cover of National Journal that is as honest a representation as we've ever seen. 


    Brian Doben and UPS Find Essential Common Ground

    It's not every day that passion projects turn directly into corporate campaigns, but when UPS saw Brian Doben's "At Work" series they knew they needed it for themselves. Brian extended the project, meeting with read UPS customers that happened to run their own small businesses, to see what it's really like to work with a company that caters to their needs.


    The Learning Process Never Ends for Chloe Aftel

    Cinemagraphs are becoming more and more popular, but Chloe Aftel was there since day one. In fact, she's sort of become a go-to photographer to create these captive moments that she finds particular expressive because of their ability to inject more emotion and more story.


    Todd Selby Lets the Kids Run Free - Safely

    Sometimes the best way to talk about serious issues is with a good laugh, so when Todd Selby linked up with Evolve on a series of gun safety PSA they imagined what other things kids get into. Whether it's playing with condoms like balloons, or tampons like Wolverine's claws: the kids will get into anything and, most of the time, it can be hilarious.


    James Joyce and Banksy's Festival of Malcontent

    Few artists are as closely watched as Banksy whose work is discussed and devoured the world over, so when James Joyce got the call to be included in Banksy's latest installation it was a no-brainer. James' contributions ended up including the cover of Dismaland's catalogue, a piece that has now been distributed the world over and marked as a coveted accomplishment for any creative CV.


    Roof Studios Envisions the Future for Toshiba

    We cannot pretend we know what the future will hold, but if we had to bet we'd bet on Roof Studios' vision. They were tasked with glimpsing ahead for a spot with Toshiba that envisions how our relationship with technology will continue to deepen and grow, and shows us what that will look like.


    Ice Skating GIF by Nomoco.

  • 10.7.15

    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.

  • 4.15.14

    Watch 45 Bumpers for French TV Channel TF1 by Roof Studio

    Roof Studio's latest project was a "pretty massive undertaking," to borrow executive producer and co-founder Crystal Campbell's words: 45 eight-second-long films for French television channel TF1. "The brief was fairly open with a good amount of creative flexibility and that presented an exciting opportunity to us," Campbell explained.

    Campbell's team and Paris-based motion design company Naked partnered to create the idents. "We took the designs, modeled, rigged, animated, rendered, and composited the bumpers," she said, describing a pipeline Roof developed through Podio.com and Amazon, which enabled the studio to work with talent across the globe in real time. "It was important for us to be extremely organized and create a solid system, both internally and externally," Campbell noted. "This kept everyone connected – for instance, if a rigger working offsite needed revisions, he or she could chat directly with the model artist via Podio." Because each bumper was made from scratch, each became its own "little world with its [own] production process."

    To put out such a large amount of excellent content, render quality was paramount. "The team worked hard to add all of the texture details and we challenged ourselves to bring this level of render quality to all 45 films," Campbell remarked. "Typically, because of budget and time constraints, broadcast corporations rarely ask for this type of detailed CG for idents." All told, the project took five months and Roof is thrilled with the outcome.

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