KEY MESSAGING/THOUGHT STARTERS TO PULL FROM:
NAVY FEDERAL SOCIAL CHANNELS:
SAMMIE THE SEA OTTER:
HELPFUL REFERENCE VIDEOS THAT NAVY FEDERAL LIKES FOR INSPIRATION:
*This project must film within the continental United States.*
In a time when every dollar counts, Navy Federal Credit Union is helping members make smart money moves with low fees, great rates, and a full lineup of financial services. As the nation’s largest credit union, they proudly serve the military community with accessible banking, financial education, and top-notch support. With the upcoming football and hockey seasons (i.e. NFL, College Football, NHL), Navy Federal is looking for help creating more sports-related content to celebrate.
The goal of this project is to create a suite of social-savvy video content that speaks to Navy Federal's new prospective members. To do this, Navy Federal wants 8 different fun, relatable, maybe slightly offbeat, and bite-sized social first videos that lean into the cultural language of football and hockey. We'll breakdown those 8 videos as such: 3 videos specific to college football (which can actually include Navy Federal's Sammie mascot, or just use other college-related themes), 3 videos focused on professional football (which cannot include Sammie, use Logos, or reference the NFL specifically), and 2 videos focused on hockey (which can include Sammie too, but cannot use NHL Logos or reference NHL specifically).
These are brand-awareness pieces, so while the tone can be light-hearted and humorous, we still want the main focus to be the brand. In terms of the sports connection, we're looking for some kind of thematic connection, but how you make that connection is up to you. The sports connection can be front and center - including players, or fans, or viewers, or coaches, or even football and hockey settings - or it could be looser and more metaphorical. Not every video needs to take the exact same approach, so there is a lot of flexibility and latitude, as long the creative approach helps drive the messaging. Messaging will be key here, and to that end, Navy Federal will be providing greenlit filmmakers with an overview of the important information that they'll want to touch upon for each video, but ultimately it will be up to you to take that overview, distill it down, and craft it into a cohesive script. You can find some key messaging points in the Background.
In terms of the creative format and approach, Navy Federal is open to live-action, animation - stop motion, traditional 2D, hybrids - or a mix of different approaches and how you communicate the messaging could be with voiceover, direct-to-camera dialogue, or even dialogue between talent. Knowing that the brand is looking for particularly savvy social content, "live-action" can include everything from selfie-style content to green-screen explainer formats with real talent and key visuals, or even more social-specific approaches like Vlogs, Get Ready With Me's, testimonials, skits, or some other recent trend as long as it fits, and makes sense, within the specific sports theme for that video. This is a chance to have fun. Some thought starters we've already considered include watching a game with friends, discussing a fictional team rivalry, a GRWM where a superfan is painting their face for a big game, or exploring a specific fictional team's game-day superstitions - weaving in Navy Federal perks along the way. That said, we aren't solely looking for pitches based on those thought starters; we want to see what creative takes and ideas you envision for bringing this to life.
In terms of execution, this can either be smartphone-shot content with more limited lighting and production design, or it can be (a little) more polished and professional, as long as the core focus remains on the benefits of being a Navy Federal member and the specific goal of that video. It is not necessary for you to have a large team or extensive production capacities to execute this project. As previously mentioned at their heart, these videos are brand awareness pieces that will prompt viewers to visit Navy Federal's website. That messaging to check out the Navy Federal website will be handled in the post copy so no need to include that CTA in the videos themselves. They're not looking for overly elaborate "commercial" executions and the brand is most interested in having these videos feel native to social platforms. They do not want these videos to come off as generic, obvious advertisements.
Captions (burned-in, per provided style guide) are required for all spoken content, so please plan your visuals accordingly keeping in mind safe zone placement on social channels, specifically adhering to Reels safe zones. Each video will be delivered in 9x16 and 1x1.
For any questions or other project updates, check out the Project Forum.
FOR YOUR PITCH: Your pitch treatment should include at least one approach to a football themed video - college or professional centric - and one approach to a hockey themed video. We want to know how you would execute the videos, making them feel bespoke to the specific sport while still fitting into Navy Federal's style/voice. Navy Federal will then work with the greenlit filmmaker to hone the creative approach, and also decide on what topics/benefits to cover across the deliverables. Feel free to include links to any existing TikTok videos (they don't have to be your own) that represent the style you'd be aiming for, if applicable.
DELIVERABLES: There are 16 total video assets.
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: 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.
TARGET AUDIENCE:
TONE/FEEL: Clever, Helpful, Good-Humored, Fun, Lighthearted, Trustworthy, Relatable
EXECUTIONAL MANDATORIES:
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.
BUILDING YOUR TEAM: Looking for help? Post crew and production opportunities connected to Tongal projects on Backlot. Backlot includes search tools to help you find collaborators and crew by role, skill set, location, and more, for productions of any size and type. Tongal also supports inclusivity in all productions, and strongly encourages you to hire diverse talent for your team. To find additional options for staff & crew in your area, check out these resources and partners.