The Film
Ethos Brand Film
The Challenge
Ethos Roofing and Restoration needed a consistent stream of video that could sell its expertise without relying on its owner being on camera.
Ethos is not a volume roofer. It takes on the complex, multi-trade jobs other contractors avoid — tile roofs, ventilation problems, stucco and siding damage, and large insurance claims. That depth is hard to explain in a sales call and easy to lose in a crowded market full of low bids.
Going into 2026, Ethos faced four problems:
• The face of the brand had moved. Owner Constantine Anest was no longer local and wanted to step back as the main on-camera voice.
• Marketing had been stop-and-start. After a surge of organic leads, Ethos had paused advertising during busy periods and wanted to commit to steady content regardless of workload.
• The story was complicated. Homeowners didn't understand why a cheap bid costs more later, how insurance claims really work, or why a tile roof often needs repair rather than replacement.
• Content had to work for several teams. The social agency needed regular short-form posts, the sales reps needed videos to send before appointments, and the website needed a foundational brand film.
The goal: position Ethos as the trusted expert homeowners find when they search for roofing and insurance answers, and give every part of the business content it could use.
Our Solution
We built a year-long content engine around Ethos's own crew: real job sites, real experts and short, educational stories homeowners actually search for.
Strategy first. In January we met with Ethos and FIG Advertising to set the direction: shift from owner-led videos to educational, search-friendly content — Q&As, "did you know" facts and real project walkthroughs — cut for short-form social.
The Ethos team became the on-camera experts. Instead of one spokesperson, we filmed Ethos's project managers and sales reps on live job sites. Constantine sent talking points remotely, and we coached the crew through standups while our DP captured B-roll and drone footage of the work.
More than a dozen shoots across the Front Range, including:
• A wood-shake-to-asphalt replacement in Arvada
• Tile roof repairs in Highlands Ranch and Westminster
• A multi-trade stucco project in Parker with partner Orix
• Hail damage and insurance walkthroughs in Arvada and Fort Collins
• A Habitat for Humanity siding rehab in Commerce City
• The brand film and a ventilation series in Windsor
• A partnership shoot with QXO in Highlands Ranch (October)
The Results
Ethos finished 2026 with more content than it could post, and asked to renew the partnership for 2027 before the year was over.
• A full year of consistent content. Ethos met its goal of steady video output regardless of business volume. Four new social videos went out every month, alongside the brand film, sales videos and specialty series.
• A content bank that outlasts the contract. After the year's deliverables were complete, more than 20 additional videos were still ready to cut from the existing footage.
• A brand that no longer depends on one person. Six project managers and sales reps now appear on camera as trusted experts, so the owner can step back.
• New tools for the sales team. Reps have personal intro videos to send ahead of every appointment.
• Renewal and expansion. Ethos asked to repeat the same program in 2027 and to start early. It has also brought new projects: 30-second ads, a four-part insurance series, the QXO partnership shoot and a proposed "Ethos Destruction Lab" series.
Where It Ran
The content was built to work across every place Ethos meets a homeowner, from the social feed to the kitchen-table appointment.
• Social media: Vertical short-form videos ran on Ethos's social calendar, managed by FIG Advertising. Sales rep "get to know us" videos were mixed in every few weeks.
• Website and YouTube: The brand film serves as Ethos's foundational "about us" video.
• Sales appointments: Reps send their intro videos to homeowners before a visit, so the customer already knows who is coming.
• Paid advertising: Raw footage and 30-second scripts give FIG material for promotional ads, including storm response and high-end neighborhood campaigns.
“Joe and Troy have been doing video content for me for years… Troy and Joe are masters at making the videos look and feel awesome.”
Constantine Anest, Owner, Ethos Roofing and Restoration
4 cuts from this shoot
Free quote, no obligation · We respond within one business day