CREATIVE CONCEPTS: Please choose ONE concept to base your pitch upon. If you're interested in more than one concept, we encourage you to submit multiple pitches. You should bring your own perspective to each of these concepts - they are NOT set in stone. The creative concepts function as a springboard for your creative direction, but your adaptation should have a strong point of view and a fresh take that is both memorable and executable.
About the Conceal + Perfect Blur Out Skin Tint Stick: Soft-filtered skin is just a swipe away. This ultra-blurring, nourishing formula melts onto skin delivering buildable light-to-medium coverage with a natural soft-matte, second skin finish. Infused with Murumuru Butter, Vitamin C-rich Guava Fruit Extract & antioxidant Vitamin E, Conceal + Perfect Blur Out Skin Tint is designed to effortlessly blur lines, even tone, & help moisturize skin. Available in 25 flexible shades made to flatter all tones.
Milani Cosmetics has always been a trailblazer in accessible luxury in the beauty category, holding the belief that everyone should have the opportunity to enjoy high-end beauty products, and they do this by delivering prestige quality at an accessible price point. When it comes ot inclusivity, Milani has always been ahead of the curve, offering products that meet the needs of the often-underserved multiethnic consumer with more precise pigment levels and shade ranges. The prestige craftsmanship of their products continues to set Milani apart in the marketplace, but in a beauty landscape filled with dupes and fakes, it's more important than ever to showcase the brand’s accessible luxury and authentic quality to consumers.
The goal of this project is to create a suite of cinematic and stylized live action videos for a breakthrough social campaign about Milani’s Conceal + Perfect Blur Out Skin Tint Stick, leveraging and elevating one of the three existing creative concepts that you'll find in the Background. The suite will be anchored by a single :60 hero video, but supported by a host of cutdowns (detailed in the Deliverables below). The creative concepts will function as a springboard for your creative direction, but your adaptation should have a strong point of view and a fresh take that is both memorable and executable. We’re looking for filmmakers who can cut through the noise of identical-looking beauty ads, without resorting to gimmicks, and instead get to the heart and soul of what makes Milani exceptional. We want viewers to come away thinking that Milani is a need-to-know brand offering something unique and must-have.
In terms of the concepts, you MUST base your pitch on one, and you'll see that it's difficult to really combine more than one, but if you're interested in more than one, we'd encourage you to submit multiple pitches. Keep in mind that these concepts are a jumping off point. We are looking for your unique vision—not a strict interpretation. Regardless of your selected concept, the creative should hit on these key points: the product is crafted in Italy and made with premium ingredients.
The look and feel of these videos should lean into a Mediterranean aesthetic, so think about creative ways to make the videos feel Mediterranean without actually being there. This means leaning into locations and sets that give off an Italian/Mediterranean style, capturing the visual aesthetic of "luxury," rather than being limited to a luxury price tag. The client will be on set, and the team is based in Los Angeles, so consider parts of Southern California that have a Mediterranean flair (but if you have a great location in mind that isn't based in Southern California, we still want to hear about it). One of the most important things we want to communicate in this campaign is Milani's luxury quality proposition in mass cosmetics, so each video should feel elevated. Your pitch treatment should include possible filming locations, and set design ideas that incorporate the Italian aesthetic.
The quality ingredients, as well as the Conceal + Perfect Blur Out Skin Tint Stick itself, need to be integrated throughout the videos, while also showing the seamless application of the product on the skin, ideally (but not necessarily) on multiple skin tones. At the end of the day, this isn’t a food or skincare ad - Milani is a makeup brand. We NEED to see the product in action for consumers to see its prestige quality and craftsmanship - but also its efficacy.
In terms of execution, think high concept with purpose. Clean aesthetics, deliberate camera movements, symmetry, and balance, all working together to grab the viewer's attention. Milani is open to both dialogue-driven and voiceover-only scripts, as well as ideas that don't use any dialogue at all. Viewers should come away knowing that the video they just watched is unmistakably Milani. Focus on how your creative vision will elevate both the concept, and the Milani brand itself, to deliver their key messaging of “prestige luxury that is made for everyone.” How do we make a social campaign that is undeniably Milani, even if all of the logos were removed?
As you can expect, makeup, hair, and wardrobe styling will be a huge component of this project, so you MUST include your intended makeup artist, as well as examples of their past work, as a part of your pitch. All makeup used throughout the shoot MUST exclusively be Milani Cosmetics.You will be responsible for providing a hair, make-up, and wardrobe stylist for the on screen talent. If you are proposing a concept that includes multiple talent, your selected hair and make-up artists MUST be familiar and skilled with a variety of skin tones and hair textures. That said, the number of talent is up to you, and the talent doesn't necessarily need to be on set for both shoot days, depending on your shooting schedule. While not required, it's also highly encouraged you submit potential casting options in your pitch, so we can get get a sense of your vision for any featured talent. In keeping with the theme of "accessible luxury," wardrobe should be sophisticated and European in style, without a need for high-end designer brands. The aesthetic should say prestige, but the execution remains attainable.
In terms of production, Milani will be on set for the entirety of the shoot. The expectation is that this will be two consecutive shoot days during the week of July 21st. Please make sure your pitch details how you will adapt the pre-existing creative concept into your hero :60 video, and how it will translate into the various social cut-downs, which range from :30 to :06. Include as many details about the logistics of your vision, as well as your key team members - particularly your proposed director, DP, and editor/post workflow, since there are a large number of deliverables, and the post timeline is relatively fast moving. To manage this suite of deliverables, we highly recommend that you have a robust editing team that can handle quick turnarounds with all or most deliverables being flipped simultaneously.
For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 33 total video assets.
EXPECTED TIMELINE: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: Multiethnic Gen Z and Millennial consumers. Milani is for the Gen Z who's looking to trade up in quality and the Millennial who knows they want better.
TONE/FEEL: Relatable, with an element of unexpected, unconventional
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors.