Education.com gives parents a trusted avenue to be an active participant in their kids’ education and allows the teacher to enhance their lessons with additional materials. When adults are equipped with the right tools to foster curiosity, kids have a much better chance of reaching their full potential. With tens of thousands of guided lessons, worksheets, activities, and games, Education.com provides each child with a tailored experience that can either help them get ahead or put them on a path to get caught up with their peers.

As parents gear up for back to school season with all the essentials, Education.com wants to make sure they are aware of how they can be a part of their children’s learning journey with endless resources to start off the school year the right away. Now they are asking the Tongal Community to create an explainer video of how Education.com works and how it can benefit parents and kids. Keep in mind they don’t want your normal, dry, explainer video they want to incorporate larger themes of learning, parents and children spending time together, and building confidence. Exploring these poignant themes while tactfully integrating selected components of their offerings (e.g. worksheets, educational games etc.) is the approach they’d like to take.

Please read the remainder of the brief for all of the important details.

The goal of this project is to create a 60-90 explainer Video that effectively communicates the value and benefits that Education.com brings to parents, teachers, and children. 

--Key Marketing Messages:  

• CTA: "Explore Education.com" -- the primary action the brand wants is driving a parent to try one of Education.com's games/worksheets/etc.
• Education.com has the best resources to enhance your child’s learning journey as they head back to school this year. 

--Target Audience: Parents of kids between Pre-k and 5^th grade.  While teachers use and trust Education.com as a resource we want this Explainer Video to focus on and speak specifically to parents.

--Tone: Aspirational, supportive, optimistic, inspiring.

--Exposure:  Video will live as the “hero” video on the main page on Education.com website and potentially on YouTube and Facebook.

--Inspirational Video: Please check out these videos for inspiration.  

• Dropbox -- Not their legendary launch video but Education.com thinks the production and animated style on this is really good. They do a good job explaining a pretty conceptual thing with real-life use cases
• ABC Mouse -- This is a very good explainer video that also hits the right emotional tone. ABC Mouse is Education.com's biggest head-to-head competitor (10x bigger than Education.com)
• Homer -- Short :15-sec video but has a nice interplay of animation overlay over real life
• Amazon Go -- A generic Explainer video on their "Go" product.

--Executional Mandatories:

• Pitches must provide a spec script
• The script must call out a key benefit being that Education.com is multi-modal: having printables plus digital content.
• The Cast Personas outlined below must be followed and your cast must be presented in your Pitch Treatment.

--Cast Personas:

• Parents: 
  • Mom: 30-40, approachable, friendly, supportive, inspirational.
  • Dad: 35-40, friendly, supportive, inspirational.
• Kids: (pre-K – 5th grade) fun, excited to learn and play. 

--End Card:  The filmmaker will be required to create an end card.

--Product: Education.com will provide any worksheets, games, etc. necessary for production.

This Project will be worth $35,000 and consists of five (5) Phases: A Pitch Phase, a Pre-Production Phase, a Video Phase, a Revisions Phase, and an Assets 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 Designated Taglines 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.

• Scripts (REQUIRED): 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 $23,000 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 $12,000. 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 one Pitch Winner from the Pitch Phase 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: 

• SCRIPT – This project requires Script Approval before filmmakers move onto the Video Phase. The brand may provide feedback on your Script and ask you to submit a new version. There may be up to two rounds of feedback until a Script is approved by the brand.
• TREATMENT – This project requires Treatment Approval before filmmakers can move onto the Video Phase. The treatment should describe how you plan to execute the video and how you plan to bring the storytelling to life visually. The sponsor may provide feedback on your Treatment and ask you to submit a new version. There may be up to one round of feedback until a Treatment is approved by the brand. 
• HEADSHOT – This project requires Headshot/Casting Approval before filmmakers move onto the Video Phase. You must submit at least two actor options per role. 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 each create a :60-:90-second Video based upon their winning Pitch. 

--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 $12,000.

--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 submitter 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 Codec in order to submit final payment.  In addition, to the project files you are also required to provide all raw footage on a hard drive.  You will be responsible for the costs associated with 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 90-seconds in length. The 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 a 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.

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.