We’ve received your great submissions for the American Girl #AGZCREW Concept Project and now we’re looking for one filmmaker to bring them to life! Tell us how you would create either: FIVE (5) 30-second stop-motion videos or THREE (3) 1 to 2-minute stop-motion videos or ONE (1) 5-minute stop-motion video based off one of the winning concepts below.

Easy as 1, 2, Z

Z realizes that a filmmaker should have a broad range of interests and abilities, so she heads out to learn some new skills from her friends. She asks each friend to teach her a new skill in the realm of art, music, sports, animal care, language etc. Each lesson is presented in three steps--easy as 1, 2, Z! Viewers are encouraged to post their own three step videos showcasing their unique skills and talents.

Video Chain

After playing "pass the story" in English class Z decided to make a video with the same idea that way she can make a movie with her friends who don’t live close by. Z starts a movie and then one by one her friends pickup the story where the last scene left off, but the story doesn’t stop there as users are encouraged to pick up the story and submit their own scenes.

Take 2

Z and her friends have been looking forward to watching a certain movie for a long time, but when they finally get to see it, the ending really rubs them the wrong way. Do they go on the internet and complain about it? Not at all. Instead, they get together and recreate the movie’s ending the way they want it to end. Call to action: Invite girls to reimagine a movie ending of their choice and post them as response videos.

What you need to know:

• American Girl’s Z is a girl of our generation. She is a budding filmmaker who wants to share stories about people who inspire her. In her online video series ZCrew, Z forges friendships and connects with other girls around the world through her passion for stop-motion and filmmaking. Through this platform, she elevates and celebrates other girls’ stories that she finds inspiring.
• We want girls to fall in love with Z, a girl who is just like them—real, relevant, and now, and to want to know more about her and who she is.
• Z currently lives in Seattle, Washington.
• The videos could feature stories about fashion, friendship, crafts, doll play, filmmaking, animals—whatever Z and her cast of friends may be excited about.
• Z’s friends should add to her narrative.
• Keep in mind Z’s creative character comes to life in stop-motion videos, starring Z in doll form.
• Your videos should be light, playful, and sometimes-silly, though still in line with the tone and themes that an 8-14 year old (focusing on 10-13), would find relevant.
• The videos should feature a call-to-action to encourage social engagement, so all girls will feel part of Z’s world.
• In your pitch please explain how you plan to execute the videos. For example if you plan to create FIVE (5) stop-motion videos, let us know what each of the FIVE (5) videos will be about.
• The winning pitch creator will be required to submit scripts for approval.
• American Girl will provide the contact information for Z’s existing voiceover talent as well as the 18in Z doll. The pitch winner will be responsible for coordinating the voiceover recording sessions. American Girl will be financially responsible for THREE (3) total voiceover-recording sessions, provided the winner works with Mattel Sound Studios.

The goal of this project is to create either FIVE (5) 30-second stop-motion videos or THREE (3) 1 to 2-minute stop-motion videos or ONE (1) 5-minute stop-motion video based off one of the winning concepts from the American Girl #AGZCREW Concept Project.

Check out the links below for more information:

• Z’s first series, #AGZCREW (link)
• American Girl’s curated playlist of American Girl Stop-Motion (AGSM) favorites (link)

PRE-PRODUCTION NOTE: This project includes a pre-production phase (What is a Pre-Production Phase?). This means you will be required to submit certain items for approval before moving onto the video phase. The approval items for this project are:

SCRIPT  – This project requires script approval before filmmakers move onto the video phase. The brand may provide feedback on your script and ask you to submit a new version. There may be multiple rounds of feedback until a script is approved by the brand.

IMPORTANT: No filmmaker may begin shooting his/her video until all approvals are completed and the video phase has officially begun. If you begin shooting your video during the pre-production phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

If you’re selected as a pitch winner, a Tongal producer will email you to help walk you through the pre-production and approvals process.

--Key Marketing Messages: Think about utilizing #AGZCrew within the communication to encourage a dialog among the AGSM and digital communities and invite them to create their own content.

 

--Target Audience: The target audience is a slightly older girl, between 8 and 14, with the focus on girls between 10 and 13. The secondary audience includes members of the AGSM community (generally girls 14-25) who make short and long form stop-motion content as well as all audiences who may be fans of American Girl or entertaining video content.

 

--Executional Mandatories:

• Content should be rated G (avoid provocative clothing, curse words, etc.)
• Do not use American Girl brand or product if it is not authentic and if it does not organically fit into your submission.
• Do not feature competitive products - no non-Mattel® toys.
• Final content must follow American Girl’s style guide and leverage brand assets for Z, which will be provided on 6/21.

 

--Tone: To continue the authenticity of Z’s story and stay true to the American Girl brand and tone, the content should keep the same light, playful, and sometimes-silly tone established as part of Z’s “delightfully awkward” persona.

 

--Exposure: American Girl digital channels.

This project will be worth a total of $38,500 and consists of THREE (3) phases: a Pitch Phase, a Pre-Production Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: PITCH - Submit your pitch (What is a Pitch Phase?) convincing the sponsor why you should be selected to execute either FIVE (5) 30-second stop-motion videos or THREE (3) 1 to 2-minute stop-motion videos or ONE (1) 5-minute stop-motion video based off one of the winning concepts.

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute the videos.
• Links (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.
• Treatment (REQUIRED): A detailed narrative description of what’s going to happen in your videos.
• Script (Optional): This should include dialogue from the videos you intend to create.
• Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across.
• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc.
• Pitch Video (Optional): This is your opportunity to show us what you’re capable of. Consider submitting a pitch video in which you tell the sponsor what they can expect should they choose your pitch. Also, test videos, animatics, etc. are welcome.

 

The most compelling pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $10,000 to help create the videos. Additionally, upon submitting a suite of videos that satisfies the criteria laid out in your winning pitch, the pitch winner will also be GUARANTEED a winning place in the subsequent video phase.  So, if your pitch is selected and you execute your pitch effectively in your video submission, you will win an additional $28,500. For an example of an effective pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All pitches will remain private until after the winner of the Video Phase is announced and the project is complete.    

 

PHASE 2: PRE-PRODUCTION - The pitch winner will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following approval from the sponsor:

SCRIPT  – This project requires script approval before filmmakers move onto the video phase. The brand may provide feedback on your script and ask you to submit a new version. There may be multiple rounds of feedback until a script is approved by the sponsor.

No filmmakers may begin shooting their video until all approvals are completed and the Video Phase has officially begun. If you begin shooting your video during the Pre-Production Phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

 

PHASE 3: VIDEO – Once the Pre-Production Phase is complete, the pitch winner will create either FIVE (5) 30-second stop-motion videos or THREE (3) 1 to 2-minute stop-motion videos or ONE (1) 5-minute stop-motion video based upon his/her winning pitch.

--Video Phase Payout: Winner of the Video Phase will earn the following prizes: 1st place $28,500

 

--Music: Tongal has partnered with three premiere music providers: Audioblocks, Killer Tracks and Epidemic Sound. Any of which can be used to source music for your video submission to this project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into submissions to this project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.

-- Z has a signature original track that was used throughout Season 1. Members should either incorporate this piece of music into their submission or submit an entry that fits cohesively with the previous episodes in tone/musicality.

Tongal members interested in a custom music solution for your project are invited to connect with SCORE A SCORE. They specialize in the creation of custom music, on-demand.

Their business model is based on a "name your price" system, so you can tell them what your budget is, and they will work with you to create a deal configuration that will work within the discussed parameters. Check out the FAQ for more information and how to contact SCORE A SCORE.

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your video paperwork.

--Referral: Any Tongal member who refers one of the winning video creators in this project using the Tongal “Invite Friends” functionality will receive a referral fee up to $500. Check out more about our Referral Program in FAQ.

1. The videos MUST not exceed 30-seconds in length, 2-minutes in length or 5-minutes in length depending on your pitch. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you win, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec

2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

3. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

 

4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of sponsor.

6. Submissions must not portray sponsor in a negative way, the determination of which will solely reside with Sponsor.

7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

8. Videos must be in the English language or subtitled.

9. Limit 5 submissions per member, per Phase.

10. You must be at least thirteen (13) years or older to enter.

11. In the event that fewer than 50 pitches are received, the sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

12. In addition to the judging criteria stated in the OFFICIAL RULES, pitches will also be evaluated on that member’s ability to execute the final video based on their prior work and experience as a filmmaker.

13. The sponsor will be entitled to reasonable revisions on the finished videos without providing additional compensation. Remember it’s easier to re-edit than re-shoot so try to get as much coverage as possible.

14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning Videos, as well as a photograph/headshot  OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your prize.

15. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.