Quick answer
Write the brief the way a roofer would check the picture: shingle rows that line up, flashing where walls meet the roof, and fall protection on anyone working 3 metres up or more. Add your colours as hex codes, one sentence on camera and one on grain, and a short list of things the model must never add, like logos you don’t own or a readable house number.
Estimates by phone: (587) 804-9266 · Good Roofing · Calgary-owned since 2014 · 10-year workmanship warranty.
An image model knows what a roof looks like from the street and very little about how one is built. Ask for “roofers installing shingles” and you can get rows that drift, valleys with no flashing and a crew two storeys up with nothing tied off. We make our ads in Overs, and any brief we’d hand another trades owner starts with the roof itself. Overs is made by our owner, Abhi Chawla.
01 · Section
Describe the roof the way it’s built
Name the parts a homeowner’s eye skips and a roofer’s eye checks first. Each line belongs in the brief, then on the checklist when the images come back.
- 01Shingle courses. Straight rows with the same exposure from eave to ridge, and a laminate shadow line that stays consistent across the slope.
- 02Valleys and walls. Metal or woven valleys where two slopes meet, and step flashing where a wall rises out of the roof.
- 03Edges. Drip edge along the eaves, and eavestroughs that connect to downspouts.
- 04Vents and pipes. Plumbing stacks with boots, and roof vents or a ridge vent where a real attic would need them.
- 05Ladders and tools. A ladder that stands on solid ground and reaches past the roof edge, and tools a roofer would recognise.
- 06Setting. If you want Calgary cues, ask for two-storey homes with attached garages, stucco or vinyl siding and mountains on the horizon. Keep it generic; don’t copy a real street.
02 · Section
Show fall protection, every time
Alberta’s Occupational Health and Safety Code says an employer and a supervisor must make sure a worker is protected from falling if the worker may fall 3 metres or more (section 139). The eaves of a two-storey house sit above that. An ad showing a crew up there with nothing tied off shows work that breaks the rule, under your company’s name.
Put it in the brief in plain words: every worker on the roof wears fall-arrest gear tied off to an anchor. Then check every image for it, because an image model redraws the whole scene on each try and details like this drop out.
03 · Section
Write your brand as rules a model can follow
Words like “premium” or “clean” give a model nothing to aim at. Colours written as hex codes, light described as something falling on a surface and one sentence of camera and lens do. Our brand red is #B91C1C, the same code this website uses. A hex code is still a hint, since models don’t measure colour, so check the result with an eyedropper tool.
In the four 2026 campaigns 100 Creatives, our owner’s agency, built by hand, the prompts behind kept photos ran about 140 to 200 words on Nano Banana models and about 300 words on GPT Image. The kept Nano Banana prompts opened with the subject and a pointer to the reference image, named the background with a hex colour, listed the palette as names plus hex codes, gave one sentence to camera and lens, and put grain in a separate sentence. Overs’ guide to brand rules an AI can follow has a one-page template.
04 · Section
The never-add list for a roofing ad
A model fills every gap in a brief with something. Close the gaps that could turn a marketing image into a false claim.
- 01No logos you don’t own. Truck makers, shingle brands and insurers stay out unless you have the right to use their marks.
- 02No readable house numbers, street signs or licence plates. A real address in an AI image points at a real family’s home.
- 03No real homes or real people without permission. Don’t feed the model a customer’s house or a photo of someone who hasn’t agreed to it.
- 04No damage staged as a customer’s roof. Hail bruising in an illustration is fine when it’s labelled as one. Presented as a real job, it becomes a fake job photo.
- 05No badges, seals or certificates. A model can draw a seal that looks official. Only real credentials go in an ad, placed from the real file.
- 06No words from the model. Image models garble lettering. Render the picture clean, then set the headline, phone number and button in a second pass. Overs does this in a separate typography step and keeps the clean version.
05 · Section
Check every image before it runs
Walk each image like a finished roof. In Overs, you approve an image, ask for changes or reject it with a reason, and those decisions become brand memory for the next set; on Pro and Team a reviewer also checks each image against the references before you see it. Then label it where the platform or the setting calls for it (see when contractors have to label AI images), and never present it as a real job. Overs is made by our owner, Abhi Chawla.