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EXCEPTIONAL CRAFT

EST. 2013

EMOTIONAL STORYTELLING

We create POWERFUL animation that combines EXCEPTIONAL craft with MEANINGFUL storytelling.

WE ARE ROOF STUDIO

We believe great animation goes beyond visuals — it connects, moves, and inspires. Founded by filmmakers and designers passionate about the art of animation, we focus on delivering high-end work with strong design, emotional depth, and social relevance.

FEATUREDWORK

Be Seen By The Best Eyes

The Art Directors Club

Be Seen By The Best Eyes

The Art Directors Club

In a landscape saturated with attention, visibility has become easy — and often meaningless. Likes and views accumulate, but rarely translate into true recognition. We set out to reframe what it means to be seen.

We developed a series of surreal animated films that explore the gap between superficial validation and meaningful acknowledgment. Through humor, absurdity, and bold visual language, each piece questions who’s really watching.

“Be Seen by the Best Eyes” becomes the core idea — a metaphor for the ADC Awards jury: voices that don’t just see great work, but define and elevate it. In a world where everything is visible, we focused on what matters most: who is looking.

The New Yorker 100

The New Yorker

The New Yorker 100

The New Yorker

The New Yorker marked its centenary with a first-ever video campaign, a stunning visual journey through 100 years of iconic covers.

A captivating animated film celebrates the 100th anniversary of The New Yorker, encapsulating the magazine’s enduring insights into literature, art, culture, and current events. Turning the pages of history one iconic cover at a time, the film paints a sweeping portrait of The New Yorker’s unmistakable imprint on the world.

Each cover is a time capsule. Watching them in sequence is like watching history unfold — with art as the lens. An experimental, meticulous, and creatively unforgettable tribute to storytelling and illustration, honoring the artists, editors, and visionaries who’ve shaped not just The New Yorker, but our cultural memory itself.

The team approached the film with more than 5,000 New Yorker covers to work with. Rather than relying on traditional storyboarding, they embraced a more experimental approach to narrative flow, exploring the thematic and tonal links between each cover.

Through continuous testing, we played with composition, positioning, scale, and transitions to bring the right level of dynamism to the script-driven piece.

We had a blast exploring unique ways of pairing the anchor covers with the various beats and themes expressed in the script. With each visual we chose, the emotional match had to be there, and connect to the core of what The New Yorker is.

Sunny

Project

Sunny

Project

This project tells the stories of three individuals living with ulcerative colitis (UC), each portrayed through a distinct visual style that reflects their unique personalities and journeys. The challenge was to balance authenticity with an uplifting tone, making the topic accessible and encouraging open conversations. With tight deadlines and multiple artistic directions, the Roof team pushed creative and technical boundaries to deliver a compelling piece that fosters awareness and dialogue.

Villains Against Evil

NCAC

Villains Against Evil

NCAC

01 — THE FILMS

"Villains Against Evil" is part of a broader campaign designed to raise awareness about book banning and the importance of free access to diverse literature, especially those that address minority causes such as LGBTQ+ rights, racial issues, and other socially critical topics. The concept takes iconic fairy tale villains and reimagines them as advocates against book banning by interest groups and politicians, turning the traditional notion of villains on its head.

The characters’ voices are part of a larger initiative to educate and mobilize the public to take action against these bans. The campaign targets not just book lovers but also voters, encouraging them to consider the impact of censorship on children's education as part of their electoral decisions. The ultimate goal is to drive awareness and inspire change through a 360° campaign involving social media, video, and digital outreach.

02 - ON ARTIFICIAL INTELLIGENCE

The biggest technical challenge was integrating a variety of AI tools to create a cohesive result. As these tools are still developing, we had to be inventive in combining them to achieve the quality we wanted. Each tool had its strengths and limitations, and blending them in a way that enhanced the project while adhering to a tight deadline was a significant challenge.

One of the most interesting aspects of this project was how AI imperfections became part of the creative process. We didn’t intend to simply use AI to mimic real actors; rather, we aimed to embrace the unique imperfections that AI brings. These small imprecisions in facial movements gave the project its distinctive style, allowing it to stand out in ways that traditional animation might not have achieved.

There's an intriguing, almost funky quality to how AI mimics facial expressions—slightly off but engaging, giving it a "JibJab" animation feel. Since the tools aren't fully developed yet, this project felt like a "happy Frankenstein," where we creatively combined different AI tools to make it work. This version improves readability and flow while ensuring your key points remain intact. Let me know if you need further adjustments or have specific areas you’d like to focus on!

Good Karma By The Pint

New York Blood Center

Good Karma By The Pint

New York Blood Center

Building something unique for a good cause is truly rewarding. The film unfolds on a warm, sunny evening beneath a serene blue sky dotted with a few clouds. The gentle sunlight captures the warmth of our message, beautifully complementing the heartfelt jingle that guides our story.

Adopting a charming Claymation style reminiscent of classic stop-motion animation, each character was meticulously designed to embody the charm of clay figures, adding a unique, handmade quality to the film. By blending modern CGI techniques with the timeless appeal of stop-motion aesthetics, we crafted an immersive world that deeply resonated with global audiences. This project not only tested our creative and technical skills but also highlighted the transformative power of storytelling in inspiring positive societal change.

A New Kind Of Soda

Olipop

A New Kind Of Soda

Olipop

01 — THE FILM

This groundbreaking 2D film marks a new chapter in the beverage industry with the introduction of Olipop soda. More than just a commercial, it champions a significant shift away from traditional, unhealthy sodas laden with sugar.

The narrative begins by exploring the damaging health effects of conventional sodas, highlighting the detrimental impact of excessive sugar consumption. The second part of the film introduces Olipop as an innovative solution. Through vibrant visual metaphors, the film showcases Olipop’s unique attributes: a delightful, sparkling prebiotic tonic crafted with natural fruit juices, botanicals, and prebiotic fibers that nourish the gut microbiome.

Embark on an extraordinary visual journey where each sip is not just pleasurable but also promotes gut health, making your entire being as joyous as your taste buds. This film is not merely about enjoying a great-tasting beverage; it’s about joining a movement for healthier drinking choices with every refreshing sip.

02 — BEHIND THE SCENES

Creating the 2D animation film Olipop was an exhilarating challenge that required a perfect blend of dynamic storytelling and vibrant animation. Our narrative was vividly brought to life through scenes that depicted Olipop’s lively flavors and the fluid essence of the beverage. This was achieved with colorful visuals and smooth camera movements that captured the narrative’s pace.

In the first part of the film, we used darker tones to reflect the serious health concerns associated with traditional soft drinks, creating a stark visual contrast that emphasized the industry’s issues. The narrator guided the audience through these scenes using the see-say technique, reinforcing the critical message with a compelling voice-over.

As the story transitioned to the second part, the visuals shifted to brighter, more vibrant colors to symbolize Olipop as a healthful and flavorful solution. This visual transformation helped illustrate the positive change Olipop offers, enhancing the narrative with creative visual metaphors and smart transitions that showcased the beverage’s innovative aspects.

Attention to detail was crucial in crafting elements that not only enticed the palate but also promoted health benefits. Scenes were infused with “fizz moments” created by beautiful lettering that dissolved into bubbles, symbolizing the refreshing experience of the soda.

This behind-the-scenes look showcases our team’s commitment to creating a film that not only entertains but also educates on healthier beverage choices. Through engaging and informative content, guided by a clear and persuasive narrative voice, we hope to inspire a shift towards healthier drinking habits.

A Beautiful Sight

Vabysmo

A Beautiful Sight

Vabysmo

“A Beautiful Sight” is a heartwarming two-minute-long animated film that depicts the journey of a mother and son through several decades. The story is primarily told from the son's perspective, showcasing his development from infancy to his professional career, with his mother as the central figure. The film aims to honor and appreciate the love and support of all mothers, and we are thrilled to bring this relatable story to life through our unique craft and style!

Credit karma

Intuit

Credit karma

Intuit

"KARMAVERSE" is a unique and imaginative CGI world where 3D animal characters with distinct and humorous personalities coexist in a finance-themed environment.

"KARMAVERSE" presents an innovative challenge featuring a unique QR code. This project introduces unprecedented technology by animating and embedding a QR code into the environment with remarkable realism, making it the first to be animated and fully functional.

PRODUCTION TIME
Karmaverse Video 1 — 15 sec.: 2 months
Karmaverse video 2 — 30sec.: 3 months

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