Having a baby is one of the most profound life changes a person will ever experience. All of the excitement and anticipation leading up to the big day doesn’t quite prepare you for the incredible moment you first hold your baby in your arms. During those first few weeks of a baby’s life, you’re basically taking a crash course in parenting 101. Whether it’s as simple as “how to swaddle a baby” or as daunting of a task as “how to calm a crying baby,” Enfamil wants to be there to help moms and dads navigate the uncharted territory of the earliest days all the way through the 1000th day of life.  

Enfamil previously created a video series addressing various topics and common questions parents often search for during those first 1000 days. For this project, Enfamil is looking to revamp four of these videos, more than half a decade after they were created, to make them feel more modern, more relevant, and more engaging for new parents. The videos are:

• How to Swaddle a Baby and Help Calm A Crying Baby
• How to Breastfeed
• How to Make Formula For Your Baby in 3 Easy Steps
• How to Make a Baby Stop Crying

While historically Enfamil’s communications focused on appealing to the “Millennial Mom,” over half of new expecting parents are now officially Gen Z.  Enfamil wants the revamped videos to be relatable to both generations, and to feel relevant for at least another half a decade.

They're also looking to take these videos and create social cutdowns in other aspect ratios, as well as some original photography, so they can engage new parents across multiple platforms. This should be live-action, like the original videos, though you're welcome to use motion graphics or limited animation if you think it's helpful and relevant. You won't need to write new scripts for this project since you will just be recreating the older videos with new talent and locations, though the sponsor is open to making changes in the creative approach if it's thoughtful, justified, and does not change the factual accuracy of the content. Obviously, you're going to need to cast new mothers, as well as toddlers and infants, so casting will be very important.

For your pitch, there are a few critical things that Enfamil is looking for: your food stylist, your photographer, and your lactation consultant. You should include information about who you intend to use for each of these roles in your Treatment. Photography cannot be taken as stills from the video footage, and we'll need to make sure that both the video and photography captured are stylized properly, and that your actors' actions align with safe practices as outlined by the American Academy of Pediatrics. 

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

 

DELIVERABLES: There are 12 total video assets and 20 photo assets.

• Four up to :90 second videos (16x9)
• Four :15 cut-downs (9x16, 1x1)
• Four :30 cut-downs (9x16, 1x1)
• Twenty edited and retouched photos (16x9, 9x16, 1x1)

 

TIMELINE: Linked here.

 

EXPOSURE:

• YouTube
• TikTok
• Facebook
• Instagram
• DotCom
• Enfamil Mobile App
• Please review the platform best practices page.

 

TARGET AUDIENCE:

• Parents who are knowledgeable, detail-oriented, competent, organized, and planners. They want to give the best for their baby. They do research to prepare for their baby’s arrival and beyond and consult family and friends; however, they heavily rely on their healthcare practitioner for advice. They are value-conscious but willing to spend on a formula that has the benefits they want for their baby.
• Targeting parameters: Females 20-44 (especially 25-34)

 

TONE:

• Content should be authentic, relatable, and informative. 
• The content should not feel overly produced

 

EXECUTIONAL MANDATORIES: 

• Any formula shown within the videos should be Enfamil formula.
• All videos must represent safe practices as outlined by the American Academy of Pediatrics
  • Info on Safe Sleep
  • Info on Infant Food & Feeding
• Any babies should be shown in safe environments (e.g. babies shown in high chairs should be strapped in, etc. – common sense safety plus AAP guidelines).
• Please avoid heavy branding to a point where the videos would be unable to withstand a brand campaign change.
• The client will need to be present on set so plan accordingly in terms of video village, production assistants, and catering. You MUST also provide a live feed of the shoot for feedback.

OPEN BID: 

• This is an open-bid project, so you will get to set your own budget proposal up to $54,000. The Sponsor is interested in seeing tiered pricing options, so please feel free to submit various versions of your pitch at budget, target, and reach price points within that price range.
• By participating in this open bid project, creators acknowledge that the Sponsor is under no obligation to greenlight a bid. Though most open bid projects on our platform do move forward with a greenlit bid, we will notify you in the event the Sponsor decides not to fund any bids via the project forum. Regardless of the result, all open bid 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 produce the content listed out 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, both in terms of what we can expect to see, and how you’ll make it. You must include information about your intended food stylist, photographer, and lactation consultant.  If it's helpful to you, we've provided a treatment template, which you can find here.
  
  
• 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.
  
  
• BID/BUDGET (REQUIRED): This is an open bid project, so you’ll get to set your overall budget proposal. The Sponsor would like each producer to create all of the videos listed in the Deliverables section up to $54,000. Please ensure that your budget factors in appropriate COVID safety protocols (i.e. testing, PPE, cleaning supplies, backup talent, etc.). You can download the budget template here.
  
  
• 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 (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, 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.