Motherhood Maternity

Real Mothers. Real Stories. Real Life. That's Motherhood Maternity's ethos, and since 1982, they've had mamas' backs (and bumps) when it comes to what to wear, from belly to baby and beyond. And when it comes to pregnancy announcements, Motherhood Maternity believes that all reveals are good reveals. So you do you, mama.

A Pea in The Pod

A Pea in The Pod is maternity redefined. Be part of a movement—of mothers who are each other’s muses; of women who don’t compromise between family and fashion.

This Mother's Day, Motherhood Maternity and a Pea in the Pod want to celebrate all the different definitions of "motherhood" and all the different types of "mother" figures by creating a narrative video that shows three very different individuals or families celebrating Mother's Day in their own way. 

We're looking for a docu-style hero video that celebrates some of the various ways people celebrate Mother's Day and what being a "mom" or maternal figure means to three real, unique parents/families in their own words. Single moms, expecting moms-to-be, grandparents raising grandkids, families who have used or are using a surrogate, adoptive parents, LGBTQ+ families, and every type of family in between are just a few examples of stories we're looking to celebrate and elevate here; ultimately, your video will drive home with unimpeachable clarity that "motherhood" can mean many things; you don't have to see yourself as a mother to fill the role of one, but you do deserve to be seen and celebrated on your own terms.

Your creative should be built around three mother figures and/or families, and you'll ultimately create both an evergreen and a Mother's Day version of your hero video, distinguished through different on-screen text and graphics (so the underlying creative content can be the same). Real families should be featured, ideally Creatively, the ball is largely in your court when it comes to the stories you want to tell and how you choose to tell them, but authenticity is going to be crucial.

Above all, your video should feel honest, social, and engaging; moments of surprise and delight as well as authentic trepidation and worry are welcome, all while celebrating the many paths to "motherhood" and Mother's Day. 

Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: There are 16 total video assets and eight still assets.

• Two hero videos:
  • One 1–2 minute evergreen hero video (16x9, 9x16)
  • One 1–2 minute Mother's Day hero video (16x9, 9x16) – versioning communicated through text, graphics, endcards, etc.
• Four unique social-first videos for Instagram and TikTok:
  • Three :15–:30 evergreen montages (9x16, 1x1)
  • One :15–:30 Mother's Day montages (9x16, 1x1) – versioning communicated through text, graphics, endcards, etc.
• Four video-only website assets:
  
  • One :10 silent evergreen video for Motherhood Maternity (16x9, 3x2)
  • One :10 silent Mother's Day video for Motherhood Maternity (16x9, 3x2)
  • One :10 silent evergreen video for A Pea in the Pod (16x9, 3x2)
  • One :10 silent Mother's Day video for A Pea in the Pod (16x9, 3x2)
• Eight stills pulled from video: 
  • Four evergreen stills (16x9, croppable to 1x1 and 9x16)
  • Four Mother's Day stills (16x9, croppable to 1x1 and 9x16)

 

TIMELINE: Click here for the full project timeline.

 

EXPOSURE:

• YouTube, Instagram Stories, TikTok; Motherhood Maternity's website and a Pea in The Pod's website, both on desktop and mobile, and email blasts to subscribers. Please review the platform best practices page.

 

TARGET AUDIENCE: Mothers, parents, grandparents, caregivers, moms-to-be and parents/caretakers-to-be.

 

TONE: Authentic, celebratory, surprising, genuine. 

 

EXECUTIONAL MANDATORIES: 

• You MUST include real casting (authentic story subject) options in your pitch.
• Subjects must be representationally diverse and inclusive across ethnicity, race, age, background, sexual and gender identities and presentations, and lifestyles. 
• Filmmaker and subjects should be based in North America (the US, Canada, or Mexico).
• Where applicable, Motherhood Maternity and a Pea in the Pod will provide maternity/breastfeeding/postpartum clothing for your subject(s) to wear on-camera, mixed in with their own clothing; while the subjects will ultimately provide their own styling, the filmmaker will need to work closely with both the Motherhood Maternity team and the subjects to ensure all product shows up properly on camera.
• You MUST include links for your wardrobe stylist or stylist options in your pitch treatment.

 

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a pitch. Though most projects on our platform do move forward with a greenlit pitch, we will notify you in the event the Sponsor decides not to fund any pitches via the project forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and the project team.

 

Shooting live action or stop motion? Our priority is ensuring everyone's safety, and we're now requiring a COVID safety protocol plan for all relevant productions. Please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We're working hard to keep people working during this extraordinary time, and you should ensure your submission is executable within the anticipated timeline and budget, while also ensuring everyone's safety.

In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.

 

• TEXT (REQUIRED): Up to 500 characters synopsizing how you plan to approach and execute this video.
  
  
• TREATMENT (REQUIRED): A detailed narrative description of what's going to happen in the video. If it's helpful to you, we've provided a treatment template, which you can find here. You MUST include links for your wardrobe stylist or stylist options in your treatment.
  
  
• 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.
  
  
• COVID PROTOCOL (REQUIRED): Please let us know your team’s COVID safety protocols for production. If you’re doing everything yourself, or your team will be working 100% remotely, let us know that this won’t apply. Otherwise, at the very minimum, your safety plan must include information about:
  • What city and state you plan to film in
  • Whether you are filming interiors or exteriors
  • Approximately how many people you plan to have on set
  • How you’ll account for testing, PPE, and distancing on set
  • How you’ll handle talent and backup talent, including any hair, make-up, and wardrobe needs
  • Whether you’ll have a dedicated compliance officer on set
    
    
• HEADSHOTS/CASTING BOARDS (REQUIRED): Casting notes or concepts, headshots of actors, etc.
  
  
• PITCH VIDEO (Optional): This is your opportunity to be face-to-face with the Sponsor and show them 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. For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the Sponsor gives creator(s) the green light to move forward.

1. 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 your submission be greenlit, 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. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
6. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
7. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
8. 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.
    
9. Videos must be in the English language or subtitled.
    
10. Limit 5 submissions per member, per Phase.
     
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. 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.
    
    
14. 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.
    
    
15. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, greenlit Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their 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 earnings.
    
    
16. 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.