BRAND AND CAMPAIGN BACKGROUND
Chispa is the largest dating app for US Latinos, with over 8M downloads to date. It's inspired by Latino culture, focused on creating an inclusive community for Latinos to connect based on similar interests and likes, appreciation and celebration of Latino culture and traditions while being vibrant and fun. Chispa is the place where you can be both sides of yourself all the time.
Chispa's Mission: Create unity through the celebration of Latinos' unique culture.
Fluent in Amor: In their upcoming campaign, Chispa celebrates the various romantic ways in which couples express their love "fluency." To be a Hispanic dater is to sometimes speak Spanish, sometimes speak English. But, of course, the language of love is so much more than verbal. In what other activities might Latino daters be fluent in? Check out the deck HERE for more information on the narrative campaign that will run parallel to these testimonials.
EXAMPLE MATCH TESTIMONIAL-STYLE VIDEOS:
Note that these are dated, and yours should feel much more modern, but these are good examples of videos that incorporate a mix of both elevated selfie-style footage, and real, personal photos.
SAMPLE TESTIMONIAL QUESTIONS
Exploring the Bicultural Identity:
Romance, Love and Dating:
If you're living in the US as a Latino individual, you understand the dichotomy of living fully within both American and Latino culture. You might say somos de aquí y de allá: that you are from here and from there. Chispa understands this distinct bicultural identity shared by Latin American people - and they want to showcase and break stigmas around what it really means to be a US Latino. To do so, they're looking to feature a diverse spectrum of Latino individuals in an elevated selfie-style testimonial video suite.
The goal of this project is to increase awareness for Chispa and get Latino individuals to sign-up for the app by featuring authentic talent speaking about their bicultural identity and how it impacts their dating world and social life. In the process, we want to create videos that explore what that bicultural identity really means, and try to break down the stereotypes about US Latinos propagated in today's society. The three different videos should show who the subjects are as individual people first, and as Latino second. As this campaign is all about celebrating and showcasing that bicultural identity, you should speak to your own personal experience in your pitch.
The videos should be produced with an elevated selfie-style approach that should resemble what you'd see on social media - even if our hero content is actually intended for broadcast, and filmed with high quality camera. That means we're not looking for singles speaking straight to camera in some kind of sterile interview environment, like a white cyc. Instead, you should consider something that feels more authentic. Maybe you do casual on-the-street style interviews, or maybe you put talent in realistic environments and make it seem as though they're filming themselves. Importantly, we're also NOT looking for anything that's actually shot on a phone, given the broadcast component involved.
Casting will be extremely important here, and we'll be starting the casting process immediately upon greenlight. Anyone you cast should be able to speak to their bicultural Latino experience, and be willing to talk about their dating life. While you'll want to cast both men and women, it's important to note that Chispa wants to focus especially on appealing to female-identifying folks with this spot. So keep that in mind when putting together the edits. The three :30 videos should be edited with an eye towards broadcast, and should include one montage of men + women, one story focused on a relatable woman, and one approach of your choice. They should all feel cohesive, but distinct in their messaging. While they could share the same cast, one way to differentiate them may be to feature different cast in each video. The :15 videos should be edited with an eye towards social, and the :15 unique concept should be specifically designed to appeal to a TikTok audience. As an editorial note, you should be prepared to incorporate graphics used as part of a separate narrative video project that will be in post-production at the same time.
When casting talent, it's important to showcase the diverse cultural and racial backgrounds of Latinos — you'd want to try and cast Mexican, Cuban, Puerto Rican, Dominican, and beyond. In order for them to speak to the unique bicultural identity this project explores, your should either have been born in the US or raised as American Latinos, meaning they should not be recent arrivals. While the target audience is 18-34, we imagine the majority of the cast to fall in the middle of this range. Ideally, we'd like to see a total of at least 6 talent, but could be open to a range of 4-6 if the execution is particularly appealing. The interviews should be conducted in English, but it's okay if the interview subject naturally slips into Spanglish. Be prepared to include subtitles for any Spanish spoken during the interview.
To provide some dimension and variety for the video structure, Chispa wants to avoid traditional b-roll, and instead show photos and videos from the interviewee's personal lives, as they relate to what they talk about in their interview. For example, if they talk about having a pool party with friends or cooking in the kitchen with their tía, Chispa would love to be able to cut away to authentic photos of these experiences. As we all have great cameras in our pockets today, you won't need to shoot this yourself - you can source imagery from the talent themselves. The brand would prefer that content in particular to feel like someone's real photos and/or videos. Be sure that your talent knows this ahead of time, so it's not a surprise when you ask, and you'll want to make sure that if anyone else at all is visible in that imagery, you'll be able to get a talent release from those individuals too.
To be extra clear here, these are not scripted videos, rather testimonials given in a more informal environment.
In your pitch, please speak to how you'll keep the edits fresh, engaging, and - most importantly - distinct from what the average viewer expects from a testimonial. Beyond that, check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 14 total video assets:
TIMELINE: HERE
EXPOSURE: We anticipate content will be used on the platforms listed below, but if casting talent, please be sure your talent reviews the required Talent Release, 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 page.
TARGET AUDIENCE:
TONE: Authentic. relatable, lighthearted, flirty, cheeky.
EXECUTIONAL MANDATORIES:
OPEN BID:
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.