Roofclaim.com
Overview
The good people at Roofclaim.com were excited to sign three college basketball players from the Final Four-qualifying FAU Golden Owls in 2023 to name-image-likeness deals. As part of this endorsement, the client wanted to create three comedy-driven spots that featured the players, not unlike the THIS IS SPORTSCENTER campaign that was everywhere in the early Aughts.
We worked with them to develop three distinct comedy concepts that set the new-to-TV talent up to succeed, while using art direction and sharp comedic acting from supporting players to create some silly and memorable visual comedy beats.
Process
We love comedy, and we love attacking briefs in a full-service way, from creative strategy all the way through post, so this one was one of our favorites of the year. That each of these spots was completely different in comedic tone and visual language was the cherry on top, allowing us to offer a tapas platter of roofing-and-basketball related foolery.
In “Huddle”, actor Jevon White steals the stage as a coach who is desperate to instill the idea that RoofClaim.com will do it all for him, during basketball practice, for some reason.
And in “Press Conference”, two loony suburbanites pick a very odd setting to insist on conveying the same message to the press.
The players give it their all, and we sought to support them by shifting most of the comedic weight to experienced comedic performers and physical, prop-based gags, allowing them just to be themselves and not have to step too far out of their comfort zone.
Just as with any celebrity or non-professional onscreen talent, vibes are the name of the game. Your shoot needs to be on time, and the talent needs to feel like their image and performance are being looked after with great care, all while preventing them from feeling overworked or self-conscious.
Thankfully, we were able to leverage our experience in this realm, learned over shoots with LeBron, Alex Ovechkin, Serena Williams, Chuck Norris, and many more, and we were able to design a production that respected these elements while enabling our vision for the spots.
Results
And as mentioned above, this project was one of our opportunities to shine as a full-service video agency, developing strategic initiates and executing them creatively in a way that rivals much larger production and post-production shops, while maintaining the intimacy, responsiveness, and flexibility provided by a smaller unit.
This project produced 3 :30 TV spots and multiple social media assets, all differing visual content and comic tone, within a 2-day shoot.
Artex was responsible for the concept, creative treatment, production, execution, and post-production of the spot.
We’re happy to help any other takers on basketball-related roofing content, or any other unlikely combinations you may find yourself needing as part of your marketing plan.
