OVERALL CORE MESSAGING:

• Takes away the awkwardness - Babylist knows you want to ask for cash gifts, but don't know how. Early Investor takes away the awkwardness and makes it simple to collect contributions from your loved ones. 
• Easy to contribute - Open in 2 minutes. Share for every birthday and celebration. Watch it grow for 18 years. It's so easy even grandma can do it. 
• Not just a registry - Babylist helped you register for everything your baby needs. Now they're helping you invest in your baby's future — and making it just as easy for the people who love them to contribute. Babylist has been with you since day one. Now they're with you until 18.
• Understands gift giving better than anyone - Babylist wants to make it as easy to ask for college savings from friends and family as it is to ask for bottles on a baby registry.

MESSAGING FOR EACH TARGET AUDIENCE:

• Expectant Parents:
  • Babylist has been with you since you started your registry. Now we're with you for the whole parenting journey. 
  • You already know how to build a Babylist registry. Now you can add your child's future to it. 
  • College savings doesn't have to be on you alone. Invite your village to contribute — starting at the baby shower.
• New Parents with Kids 0-1:
  • Babylist knows you still need things for your newborn after your due date. Early Investor makes it easy to ask for cash gifts for your child's future - without any potentially awkward conversations. 
  • When you are holding your newborn in your arms, you're holding every version of them at once. This is how you invest in all of it. 
  • Add college savings to the next birthday list the same way you added the stroller to your registry. 
  • At every holiday, every birthday: give your family a way to invest in your child instead of buying more stuff.
• Gift Givers:
  • Babylist makes it as easy to contribute to your loved one's future as it is to buy a gift off a registry.
  • You already give gifts. Now give one that compounds. Give a gift that grows with them — from the first birthday to graduation day. 
  • The most useful gift you can give — more meaningful than anything on a shelf, and easier than ever to send. 

*The pitch phase has been extended to 12:00 PM PT on Thursday, July 23rd*

If you’ve ever been to a baby shower, chances are you’ve encountered Babylist - the top universal, all-in-one baby registry website. But if you’re an expectant or new parent, Babylist is so much more than the place to build your perfect baby registry. Chances are it’s been your most visited site since you got your first positive pregnancy test. Crazy 2am thoughts about which stroller system has the right wheel suspension? Babylist’s got you. Glass or plastic bottles? Babylist’s got a breakdown and review ready to go. How many onesies do you really need? Babylist’s got an answer (not as many as you think). 

Beyond all the “stuff” that you need for your new bundle of joy, there's something many parents appreciate more than just another rattle: financial contributions for their child’s future. But let's be real - asking for cash gifts can be uncomfortable. Babylist's here to make it easier. With Babylist's new initiative, Early Investor, a baby's community can financially support their future without the potential awkwardness of parents asking for cash gifts, making the process as seamless and straightforward as adding that rattle to cart. 

Babylist's Early Investor turns the people who love your child into their biggest supporters, with the ability to contribute to a baby's 529 plan or the new 530A (Trump Account). Through Babylist, parents can now open or link their child’s 529 or 530A account and share it with loved ones to take the friction out of supporting their child’s future.

To help raise awareness and drive sign-ups for Early Investor, Babylist is looking for one Tongal creator to film a suite of three UGC-style social videos. Each roughly :30 video should be geared towards one of three distinct target audiences: 1) expectant parents; 2) new parents with kids ages 0-1; and 3) gift givers like grandparents, aunts, uncles, and loved ones. Each video should be warm, authentic, and relatable; we are NOT looking for polished ads. Most importantly, we want to show parents how easy it is to set up an Early Investor profile on Babylist, and how simple it is for loved ones to contribute. No awkward conversations needed - just share the Babylist link to your Early Investor page. 

Here are some creative formats to explore:

• Reaction/explainer ("Wait, your baby actually gets $1,000?")
• Demo ("I just added a college fund to my wishlist in 2 minutes")
• Gift-giver angle ("What I'm giving instead of another onesie")

Since the goal is for these videos to look like something you’d naturally come across on your TikTok 'For You' page, you can shoot on an iPhone, and we’d expect to capture direct-to-camera footage as well as b-roll of the talent setting up their Babylist Early Investor page, playing with their baby, setting up their nursery, cuddling with a grandparent, etc. 

We’re ideally looking for talent who are also authentically expectant parents, new parents, or grandparents/gift givers. The mix of talent is up to you; for example, you could cast a grandmother, mother, and baby from the same family and feature them across several of the videos, or you could have a unique cast for each target audience. Babylist just wants to ensure there is diversity across the talent pool, including in terms of family structure. We also expect there to be at least one baby featured (specifically in the videos geared towards new parents and gift givers).

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

DELIVERABLES: There are 6 total video assets.

• Three roughly :30 UGC-style social videos (9x16, 4x5)

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.

• Instagram Reels
• TikTok

TARGET AUDIENCE: New and expecting mothers (primarily Millenials/Gen Z), and gift givers within their orbit - grandparents, aunts, uncles, close friends. 

TONE/FEEL: Warm, smart, a little excited. The energy of a friend sharing a good find, not a financial services commercial. 

EXECUTIONAL MANDATORIES: 

• Each video MUST feature the Babylist Early Investor account setup flow. 
• You MUST include a clear CTA to sign up now at the end of each video. 
• Talent MUST be credible as real parents or family members. 
• Avoid financial jargon, anxiety-inducing framing, or anything that feels like a bank ad. It must be clear Babylist is not holding accounts or funds - it is just a vehicle to receive donations from loved ones. 

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.

• TEXT (REQUIRED): Up to 500 characters synopsizing how you plan to approach and produce the content listed in the Deliverables.
  
  
• TREATMENT (REQUIRED): A more detailed and specific description of how you propose to execute all of the content listed out in the Deliverables. Explain what we can expect to see, and how you'll make it. If it's helpful, we've provided a treatment template HERE.
  
  
• LINKS (REQUIRED): To your previous video work. Please specify your role (producer, director, editor, artist, etc.) but do not include links to your showreel. Please link to individual videos.
  
  
• PITCH VIDEO (Optional): This is your opportunity to be face-to-face with the Sponsor and show what you're capable of. Consider a video in which you tell the Sponsor what they can expect, or consider test videos, proof-of-concept edits, animatics, etc. For examples of effective Pitch videos, check out this gallery.
  
  
• APPRENTICESHIP ADVISOR (Optional): The Tongal On-Set Apprenticeship Program is an opportunity to support new & emerging talent in production positions with hands-on on-set experience. Please indicate on the pitch submission form if you would be interested in overseeing an apprentice on your production; your answer will neither increase nor decrease the likelihood of your pitch being greenlit.The Tongal On-Set Apprenticeship Program is an opportunity to support new & emerging talent in production positions with hands-on on-set experience. Please indicate on the pitch submission form if you would be interested in overseeing an apprentice on your production; your answer will neither increase nor decrease the likelihood of your pitch being greenlit. Tongal will cover the apprentice's day rate outside of your project budget, and if you are matched with an apprentice, your Tongal producer will reach out with more information. To learn more about the On-Set Apprenticeship Program and the responsibilities of an advisor, please click HERE. 

1. 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. Tongal also reserves the right to request all raw files associated with the project.
   
   
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. 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.
   
   
5. Preferred format for upload to the Tongal website is HD 720p and formatted for the aspect ratios listed in the Deliverables (e.g. 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.
   
   
6. 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.
   
   
7. 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.
   
   
8. 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 creator.
   
   
9. Videos must be in the English language or subtitled.
   
   
10. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
    
    
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. 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.