As you know, Amazon sells a lot of products – and now they're teaming up with Tongal to create videos for specific project pages. And that's pretty cool. 

This is the first of what will be many projects with Amazon, so read through the information below carefully, as we'll be setting a format based heavily on the Amazon style guide requirements, as well as fulfilling Crabtree & Evelyn's brand style for this specific video. The Pitch winner will receive more specific information about the approved Amazon style guide, but here are the basics you need to know for your Pitch:

FORMAT

The winning filmmaker will need to film the following and edit together the live-action sections with final color correction; Amazon will then apply any on-screen text and CTA:

• :00–:02 – Isolated product shot: Show the product clearly and with a clean, neutral background
• :03–:12 – Product demo: show the talent applying the product. While you will need to limit the number of cuts in your spot, we recommend shooting a variety of angles so you have options in post. Here's a sample shotlist you should use as a guide:
  • Talent uncaps product
  • Talent squeezes a dab of the product on the back of their hand
  • Talent massages the lotion into their hands, making sure to get the backs of the hands, palms, knuckles, fingers, and wrists. Should be covered in a variety of angles and focal lengths.
• :12–:15 – CTA – This should be a repeat or alt of the opening isolated product shot
• No more than 4 cuts within the entire spot. So we should get a product shot, wide application shot, close up application shot, and then one more product shot. 
• There is no need to shoot sound. Your video should be MOS. 
• Frame with on-screen text in mind: don't let the product touch the edges of the frame at any point.

ART DIRECTION

Your video must be welcoming, authentic, and empowering. This means your art direction and set up must be:

• Simple and clear
• Not overly stylized – the focus should be on the product at all times
• Authentic and approachable
• Uncluttered – when it comes to props and background elements, less is more
• Bright and clean

PRODUCT STYLING

How you style and shoot the product is of paramount importance; no one wants to buy a product that doesn't look great. You must take the following into account: 

• Detailing – Product must be clean, without marks or blemishes. Label must not have damage or be wrinkled
• Reflections – No glares in or on the product, and no reflections of set, crew, or gear in the product
• Logos – Must be clearly visible in framing
• Best light – No concealing or distracting shadows on the product

PRODUCT STAGING

• Product focused – Make the product the hero. The viewer should not be distracted by other props and the product should not be obscured by the talent's body or hands
• Backgrounds – Create an attractive contrast to the product. In the case of this product, a lighter background is encouraged. Your background can be seamless or contextual, but not a cyc.
• Clean – Remove all unnecessary clutter. When in doubt, take it out (of frame)!
• Camera angles – Your composition must be attractive and show the product at a flattering angle, with compelling lighting/shadows. Avoid a flat or boring composition.
• Lighting – No dramatic shadows or artificial-looking highlights on the product. Lighting should be clean and natural.
• 3rd Party Logos – Just don't do it. The only logo in your video should be the featured product.

TALENT STYLING

For this video, you will only need to show the talent's hands; we do not need to see talent's face.

• All wardrobe and make-up should be clean, modern, and modest
• Wardrobe should be neat and not distracting. Solid colors (white, gray, denim) that don't compete with or distract from the product are recommended. 
• For this video, we recommend avoiding long sleeves on the talent.
• Hands must be clean and well-manicured. Nail polish, if any, should not distract from the product.
• No tattoos
• No jewelry or watches

Read on to the Objectives for more specifics about how to shoot this video.

The goal of this project is to create a :15 shopper focused video for the 3.5 oz tube of Crabtree & Evelyn's Ultra-Moisturizing Gardener's Hand Cream Therapy for Work-Roughened Hands.

In addition to the Amazon best practices above, you will need to adhere to the following Crabtree & Evelyn requirements:

Location: A kitchen counter or table. Should be clean, modern, uncluttered, and neutral; surface should ideally be lighter (white, light marble, or light gray) or a natural wood. 

Key message: The Natural Choice for Dry, Hardworking Hands

Talent: Can be male or female, late 20s–mid 30s, with clean hands, any ethnicity. No tattoos. 

Product Application: Product should be applied by squeezing a dime- or nickel-sized amount of the lotion to the back of the hand and gently and slowly rubbing in to both hands, including the palms, knuckles, fingers, and wrists.

Check out these Crabtree & Evelyn product pages to get a better sense of how they typically photograph their products: 

Ultra-Moisturizing Gardener's Hand Cream – this is the product you will be working with

Caribbean Islands Wild Flowers Hand Therapy – in particular, the "Deeply Hydrating" application photo

During pre-production, the Pitch Winner will need to share shots of the prospective talent's hands. The Pitch winner will need to submit at least two casting options to the Sponsor.

Timeline: This project has a specific and truncated timeline. You must be able to meet your delivery dates. The Pitch Winner will be expected to turn in a first cut for Amazon to apply text to before finalizing the video for master file delivery. 

Project Launch: June 14

Pitch Phase: June 14–18

Tongal Reviews Pitches: June 18

Recommended Pitches Delivered to Sponsor: June 18

Sponsor Reviews Pitches: June 18–20

Pitch Review Call: June 20

Pitch Winner Announced: June 20

Pre-Production: June 21–22

Production: June 23–26

First Cut Delivered to Amazon: June 26

Amazon Reviews: June 26

Filmmaker Revises Video: June 26–27

Second Cut Delivered to Amazon: June 27

Amazon Applies Text: June 27

Sponsor Reviews: June 27–28

Sponsor Provides Final Tweaks/Approval: June 28

Filmmaker Finalizes Video, Applies Final Text: June 28–29

      Video Delivered: June 29

Exposure: Amazon product page

Product: Product will be provided to the Pitch Winner.

On-Screen Text and CTA: Amazon will apply these to your online cut.

This Project will be worth a total of $2,500 and consists of 5 Phases: a Pitch Phase, a Pre-Production Phase, a Video Phase, a Revisions Phase, and an Asset Delivery 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 a Video based on one of the winning Ideas from the previous Phase using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.

• 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 the video. If it's helpful to you, we've provided a Treatment template, which you can find here.
  
  
• Budget (REQUIRED):

  • Feel free to download and use the Tongal budget template here.

  • Please remember to account for the full list of deliverables and ensure that you are able to meet all of the camera requirements and broadcast technical specifications presented in the details above when drafting your budget. 

  • If any travel is required for your segment, you will be responsible for travel arrangements, and should include the costs of travel in your Budget.

• Script (Optional): This should include dialogue from the video you intend to create. 

• Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across. You can download the Tongal storyboard template here.

• Headshots/Casting Boards (Optional): 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, animatic, etc. are welcome.   

The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $1,250 to help create the Video.  Please note the payment of the Pitch award is subject to a payment schedule determined by Tongal. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive a final payment of $1,250. 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 Approvals from the brand: 

• CASTING – This project requires Casting Approval before filmmakers move onto the Video Phase. You must submit at least two actor options with photos of the talent’s hands. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.

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 before you have received final approval, there is a chance you will need to reshoot (at your own expense).

For your convenience we’ve provided some helpful templates to use at your discretion. They include templates for creating a Treatment, Production Budget, Storyboards, Shot List, Call Sheet, and a Music Cue Sheet.  They can all be accessed here.

PHASE 3: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create a :15 Video based upon their winning Pitch and adhering to Amazon’s best practices and guidelines. 

--Video Phase Payout:  Upon submitting a Video that satisfies the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive a final payment of $1,250.

--Music:  Tongal has partnered with three premiere music providers: Jingle Punks, 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. 

Tongal members interested in a more customized music solution for your project are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line.  Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using 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 third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your Video paperwork.

PHASE 4: REVISIONS – Once the Video Phase has closed, the winning submitters will enter the Revisions Phase (What is a Revisions Phase?). During this phase, filmmakers will perform reasonable edits on their Videos according to the Sponsor’s feedback. 

PHASE 5: ASSETS DELIVERY - You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codecin order to submit final payment. You will be responsible for the costs associated the hard drive (if necessary) and shipping.

For Tongal’s file delivery specs and any other questions you may have about post production please click here.

1. The Video MUST not exceed :15 seconds in length. 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 be selected as winner, 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. The Sponsor reserves the right to repost the contest.

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 Video 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 award.

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.