director’s cut

Director: Justin Rossbacher
DoP: Joshua Echevarria

CRY Services:
Creative
Production
Post Production

Full Campaign (21 Videos, digital assets, logo refresh, billboard support)

Cenvar Roofing

More Than Shelter

Cenvar Roofing’s generous advertising, combined with their quality service and craftsmanship, have allowed them to grow exponentially over the last decade. Cenvar wanted to take their branding a step further by connecting with people in their community - even if they were not currently in the market for a new roof. They wanted the heartbeat behind their company to create an emotional connection.

“Love it... let’s produce it.
p.s. Reading it made me cry. No joke.”

— Chris Good | Cenvar CEO [After reading the script]

Cry was brought on board to create a campaign from the ground up. Cry’s creative department developed a short film that would show the importance of creating work that lasts for generations. They did this by crafting a story showing a family's experiences underneath a single roof over 40-plus years; thus showing a roof and house aren’t just shelter.

From this idea, “More Than Shelter” was created. This 3 minute short film is the flagship living on the web and screening in movie theaters. On top the video deliverables, digital assets were provided, including a unique logo refresh and billboard support based on the “More Than Shelter” film.