Fidler on the Roof KC demonstrates excellence in construction with visual storytelling.
By Roy Harryman
Roofing is a ubiquitous service and often falls in the unfortunate category of industries that are commoditized in the mind of the consumer. Roofers stand tall. But how do they stand out?
When we met with Fidler on the Roof KC, owners emphasized that most local roofers are soundalikes. They all use the same stock photos and make the same service pitches. When I reviewed websites of Kansas City roofing companies, I found this was true. Several of them even used the exact same photo of Union Station on their website home pages.
Fidler offers all of the services associated with the industry: repair, maintenance and installation of composition (traditional shingle) roofing. In addition, they install custom tile, stone and concrete roofs that make a visual impact. As we assessed the company’s work and the industry landscape, we concluded that showing the story was better than telling the story.
Our inspiration came from an unusual source: a heavy metal concert video. It featured a chronology of a week-long stage construction condensed into a few minutes. It concluded with fireworks as the band sounded its opening chords. We set out to create a similar vibe (including live music) by documenting one of Fidler’s epic roof buildouts.
We waited a few weeks for the right project and soon a lakeside home in Kansas City’s Northland was up. Already a stunning home, it would be re-roofed with imported Spanish tiles. This was a large, challenging but also beautiful project, serving not only functional but aesthetic purposes. In other words: It was a perfect vehicle to demonstrate Fidler’s excellence.
Starting on day one, we set up multiple cameras and let them roll. While we collected digital footage, we also snapped hundreds of HD still images. We consistently documented the project over several weeks, then collected statistics.
Hours of footage were condensed to mere seconds. Numerous photos were edited. As a final touch, we added a real-life fiddler to bookend the story. This allowed us to capitalize on the “Fidler on the Roof” name and to orient the video around the theme of “A Symphony of Service.” A symphony is an apt metaphor for roofing because it’s defined as “anything characterized by a harmonious combination of elements.” Dozens of crew members, plying different skills over a month’s worth of labor, worked every bit as harmoniously as a symphony orchestra. The only difference is that, with roofing, there’s more at stake. We can recover from an off-key note, but the roof over our heads must be solid.
“Perfection: a collection of a variety of pieces that, when viewed and felt individually, are difficult and confusing; but when brought together as one, create a perfect picture. Symphony, harmony, serenity.”
FIDLER ON THE ROOF KC PHOTO GALLERY
