ROOF Studio

In this vignette crafted with MullenLowe U.S. for the 104th Annual ADC Awards, the eyeball takes the place of the cuckoo in a surreal clock cube, blending nostalgia with a touch of the bizarre. It’s a playful yet thought-provoking exploration of time and creativity! guto terni, Roof’s Director, highlighted how a process without limitations can lead to remarkable results: “There's something extraordinary about a process without limitations. Our partnership with MullenLowe U.S. was pure gold—we figured heading north would promise a great ride, so we embarked on our journey. We aimed for something visually rich with an eye-catching animation. From that moment, the whole project transformed into a wonderful trip toward the unknown”, he said. What do you think of this surreal take on time and creativity? Drop your thoughts in the comments! ???? #ADCAwards #Animation #Creativity

An eyeball rests inside a soap bubble, reflecting a surreal world before it bursts. Poetic? Absolutely. Technically challenging? You have no idea! The soap bubble film was a significant challenge in the “Be Seen By The Best Eyes’ campaign, as Heber Conde, the project's 3D VFX Artist, explains. “Visually exploding a soap bubble is complex, and we only managed to reproduce the desired result by filming the scene in slow motion. We simulated four variations of the bubble over 1200 frames to achieve one second of bubble bursting. But even that didn’t compare to the pool of soft eyes piling up in the aquarium and finally staring at the camera, which was this project's most technically complex film”. ?? Got questions? Ask us anything! We’d love to share more about the creative process, technical challenges, or the story behind this surreal vision. ?? #Animation #Surrealism #ADCAnnualAwards #BeSeenByTheBestEyes

??? When creativity has no limits, inclusivity doesn’t either. Diversity in advertising shouldn’t just be an ideal, it should be a reality. But traditional production often faces challenges like casting limitations, budgets, and location constraints. What if there was a faster, more budget-friendly way to bring authentic representation to life? ? That’s where animation and 3D come in. This approach not only unlocks creative freedom but can also be more cost-effective and quicker than you’d expect, helping your campaign go live at the right time without compromising on diversity. ?? Ready to reimagine storytelling? Get in touch, and let’s make it happen!

When the eye is on the ball - literally!??? The "Be Seen by the Best Eyes" campaign has a strong concept with freedom for visual craziness, and we absolutely loved that! In this vignette, the eyeball takes center stage on a pool table, staring back at you with a dreamlike intensity. It’s a playful yet surreal reminder that creativity thrives when you break the rules! A huge thank you to Jo?o Paz, Fabio Brigido, Frank Cartagena, Chloe Schulberg, Jack Loftus, Marcio Doti, Allie Hughes, Cacá Barabás, Rafael Rosa, Christian Meissner, and the incredible team at MullenLowe U.S.. Collaborating with such outstanding creatives made this project even more special! ?? Would you take the shot? There’s more to come - stay tuned! #CreativeExcellence #Animation #Surrealism #ADCAnnualAwards #BeSeenByTheBestEyes

In The Eyeball Machine vignette, one of the challenges faced by our team was rigging eyes that responded to dynamics: “Releasing a bunch of rigid eyes from a gumball machine is one thing, but individually controlling their rotations during the dynamics was a process that required technical development,” said Heber Conde, 3D Artist of this project. The video is part of the "Be Seen by The Best Eyes" campaign, created by MullenLowe U.S. for the ADC Annual Awards. ?? Watch the video, and keep tuned to see more! ??

This vignette pushed us to the limits of technical creativity!?Every detail was a labor of love, from simulating noodles hanging off the eyeball to creating a sauce that drips naturally. “Animating a realistic eyeball emerging from a box of yakisoba noodles in 3D was very hard. We had to choreograph many things simultaneously and make them work seamlessly. Each element had to work in harmony, making this project a true test?of both technical skill and creativity”, said Kawe de Sá, Animator of this project. This piece is part of the "Be Seen by The Best Eyes" campaign, developed in collaboration with MullenLowe U.S. for the ADC Annual Awards—the world’s longest-running creative awards program. ?? Would you dare to take a bite? Watch the video and let us know your thoughts! #CreativeExcellence #Animation #Surrealism #ADCAnnualAwards #BeSeenByTheBestEyes

We’re always excited to share the work and passion that went into developing the vignette animations for the ADC 104th Annual Awards! A big thank you to postPerspective for highlighting the creative process behind the scenes through the eyes of Roof’s team: guto terni, Heber Conde, and Lucas Almeida. Check out the full article here ?? https://lnkd.in/dXZ4Hh6W #RoofStudio #Animation #ADCAnnualAwards #BeSeenByTheBestEyes

"Whatever you do, we’re ready to see it. Ready to see you. Make it impossible to look away." With this powerful message closing the manifesto for the "Be Seen by The Best Eyes" campaign, we joined the brilliant team at MullenLowe U.S. to craft deliberately unsettling visuals for the campaign’s promotional videos. This campaign marks the Call for Entries for the 104th Annual ADC Awards, hosted by The One Club for Creativity, which has been recognizing global excellence in advertising, design, photography, illustration, motion, gaming, and more since 1920. It’s a love letter to the creative industry, inviting creatives to show us something we’ve never seen before. “This project is the perfect opportunity to dive back into full experimentation. I began my career crafting MTV vignettes in the 2000s, and it’s such a relief to reconnect with that avant-garde spirit. The 'Be Seen by the Best Eyes' campaign has a strong concept with freedom for visual craziness, and I absolutely love that”, said guto terni, Director at Roof. ?? Watch the video and keep tuned to see more! #CreativeExcellence #Animation #Surrealism #ADCAnnualAwards #BeSeenByTheBestEyes

?? “Good Karma by the Pint”, created in partnership with Markham Yard for New York Blood Center Enterprise, won SIX awards at the Addy Awards! Including 4 Best of Show ????????: ? Overall ? TV/Video ? Cross-Channel ? VFX/Animation Plus 5 Gold and 1 Silver! Claymation is a style we love to bring to life—meticulous in detail, rich in texture, and full of charm. Every tiny element adds depth to the story, making it all the more immersive and memorable! A huge shoutout to our incredible team and Markham Yard for this amazing recognition by AAF! ???? #AddyAwards #GoodKarmaByThePint #AwardWinning #Animation

Proud to see our work featured on Motionographer?! This project was developed in collaboration with MullenLowe U.S. for the 104th Annual ADC Awards, where we crafted the campaign’s animated vignettes. Check out the full article! ????