Hi everyone - The Sponsor has decided not to move forward with a Pitch on this project. Though most Projects do move forward with a selected Pitch, we will always notify you in the event the Sponsor has decided not to move forward. Please note that regardless of the results, all submissions are reviewed and evaluated by the Sponsor and the Project Team. We sincerely appreciate your time and effort on this project. The sponsor did share that they really enjoyed the pitches shared and this decision is based on internal priorities/alignment shifting.
Nobody likes to think about it, but we all know it’s true: every day, all day, we’re constantly coming into contact with germs and “icky” things. From door handles and elevator buttons to our phones and officemates’ keyboards, we’re always interacting with surfaces that, if you stop and think about them for too long, might make you cringe. This project aims to capture those everyday “ick” moments as they naturally unfold over the course of a single day with a guerilla-style shooting approach brought together in a snappy and fun Vlog type final video.
The goal of this project is to create a single "day in the life video," roughly :60 to :90 in length and live action, of someone who's encountering a series of relatable “ick” moments in the real world around the New York City metropolitan area. That someone should be positioned as though they're an employee of our mystery sponsor, and we want the "ick" moments to feel like they're just what they'd encounter on a typical day, from getting out bed to commuting in, working around the office, and coming home to family. The brand has compiled a list of potential ick moments and story beats a which you can find HERE, and in pre-production they'll share a list of must-have moments. You'll see that we want our talent to encounter many different types of handles and surfaces, all potentially covered with germs, bacteria, dirt, and other pieces of yuck that our hands and body's interact on an everyday basis. Importantly, there's no need to dramatize these moments - that is, we don't want to covering a doorknob with a substance that makes it read on camera as "gross." This should feel organic and true to life, and the interactions and scenarios will do the heavy lifting of conveying this point.
In terms of execution, this video is ultimately intended for use internally with the Mystery Sponsor, so we don't need to fully clear or permit the production, and that opens us up to more of a run-and-gun style guerilla approach, where a small and nimble crew can go out into the real world and capture ick moments during a real commutes, in public spaces, stores, and office settings. We would still prefer to minimize the appearance of other people, and minimize any disruption during the shoot, but you won't have to worry about picking up on signage, recognizable logos, landmarks, or other visible IP as you move through the world. Flexibility is key when it comes to production, and this means the exact breakdown of what camera and equipment you use is up to you, and whatever will ensure the best content. This means you could shoot using a newer iPhone, as long as you're filming in landscape, or a higher-end professional camera. We anticipate a small crew, potentially as small as 2, with a director/camera op and the on-camera talent, but sound could still be a worthwhile element to include. The lean crew setup is designed to keep your footprint minimal and unobtrusive, especially when filming in public or semi-public environments such as subways, streets, stores, or during a commute.
In terms of creative, how you film this talent is up to you; you could shoot entirely in an entirely POV-style where the audience is put into the shoes of the hero character going through her day, or a vlog style execution where we swap between handheld POV shots and selfie-style CU shots. We're really looking to you to take the core concept and bring your creative spin on how that is executed. Structurally, the video should unfold as a collection of quick, intentional snippets, observational and grounded rather than chaotic, beginning with the start of the day and concluding with a clear end-of-day, family-oriented moment. The intent is to portray authentic, everyday experiences in a way that feels natural, human, and humorous, leaning into a vlog-style, day-in-the-life approach. This isn't about a formal narrative or product messaging, so we're not looking for dialogue, although incidental diegetic sound or snippets of dialogue are fine, if that helps to build out the sonic texture of the video. The only voiceover that might be needed is to potentially add a voice to the on-screen text Apart from the ick moments that were offered, the brand is also looking to you to bring your own life experiences into the planning stage to capture more moments of "ick," and if you're really going to run-and-gun, there's room for improv too. This is a great opportunity for collaboration, getting some must have's identified, and then grabbing your camera and talent and just rolling camera.
In terms of filming in NYC, the sponsor would actually like a couple moments to take place at their real headquarters, which is within commuting distance from the city. That said, it's NOT a hard mandatory, and if you've got a good approach or good team, and filming at the sponsor's HQ is not possible, then they're open to finding a location that can stand in for an office setting. If you're located outside the United States, you'll need to show how the footage you capture can stand in for the United States, and not include any obvious international visuals. Admittedly, that'll be challenging, but we didn't want to close the door if you're based elsewhere in the world.
The brand team would like one female talent to appear on-camera as our hero character. However, as mentioned above, the brand is also hoping to have the video end on a family-oriented moment so if you have access to, or are able to accommodate showing the hero talent interacting with one or two children, or some version of a family unit, that's amazing, but it's not a mandatory. There will be no formal casting process for this project. Instead, filmmakers will either identify who will serve as the hero character or share one to two options with the brand that they have access to. Talent does not need to be a professional actor; rather, we’re looking for people who feel natural and capable on camera. The same applies to any child talent involved—filmmakers will share their intended approach and options for awareness, rather than going through a traditional approval process. This is the same for wardrobe and locations used however the brand will share some preferences and guidance in terms of clothing style and colors. The hero character is someone on their way to work in office setting so some thought should be given to the types of outfits that would work in this scenario.
For filming at the headquarters, pending schedules and logistics, clearance can be arranged for the filmmaker to access the building, connect with internal stakeholders, and capture select moments within the office, using the sponsor’s employees as background or supporting talent within the video. This project does not require you to be in a commutable distance from the sponsor's HQ and instead we are looking for the best creative approach as opposed to greenlighting a filmmaker solely off proximity. If you are able to travel to the sponsor's HQ, then the commute to and from can serve as an excellent opportunity to capture authentic, in-the-wild moments throughout the day. For filmmakers outside of a commutable distance, the sponsor will work with you to capture footage on their mobile devices to be incorporated into the final edit.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There is one video asset.
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 we CANNOT guarantee that usage is limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: Mystery Sponsor Employees
TONE/FEEL: Fun, Humorous, Snappy, Engaging.
AI USAGE: You may not use AI generated visual or audio assets in your final content. However, for the purposes of your pitch and pre-production materials, you are welcome to use generative AI to create visuals, storyboards, animatics, proofs-of-concept, etc. that might help the Sponsor understand your vision for creating the final content. Additionally, assistive AI tools (e.g. object removal, compositing, color grading, sound mixing, subtitling, etc.) may be used in post-production to supplement your workflow. Please keep record of any AI usage deployed in your submissions in the event that the Sponsor requests AI disclosures. If you have questions about any specific usage or tool, please ask your Tongal producer.
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. Unless specifically requested, there's no need to include a budget with your submission.