A local home roofing and remodeling company wanted to promote a high-end, composite roofing material while it had market exclusivity. 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 the people in it, safe and secure.

The product needed to be positioned in the same category as other luxury goods the homeowner desired and cast the homeowner himself as the protector of their castle. I wrote the script and developed the storyboard to feel like an ad for a luxury car or designer watch.