Universal Standard is committed to creating high-quality, stylish looks for women of all ages, sizes, and backgrounds. Currently, many brands are drastically stuck in the past. They conform to archaic thinking, encourage harmful stereotypes, and overlook a large majority of women whose sizes aren’t represented and whose voices are rarely heard. Universal Standard acknowledges and embraces that women are not hourglasses or pears - they're women.

 

REFERENCE VIDEOS FOR INSPIRATION OR TONE: 

• Here are some past videos Universal Standard has created that are good tonal and style references:
  • Subway Campaign
  • Universal Standard x Adidas Collaboration
• Consider this Dove video that nails the lighthearted-yet-sincere tone and features all types of women
• This Reformation video is especially charming and makes great use of background music to capture an irreverent, playful vibe 
• This Madewell video, despite not being tailored to women specifically, is a good example of positive messaging

The goal of this project is to create a :30 YouTube TrueView for action video for Universal Standard.  

Universal Standard would like to create a live-action video that raises brand awareness and persuades viewers to purchase Universal Standard products and become loyal customers. In particular, they'd like to highlight the positive change that Universal Standard brings to its consumers and the fashion industry as a whole. With sizes ranging from 00 to 40, Universal Standard is a brand that values innovation through revolutionary inclusivity. 

We'll determine which specific clothing items will be featured during pre-production, but in general, Universal Standard would like to feature their denim line, wardrobe essentials, and some new products. Please consider these products when putting together your pitch. 

 

DELIVERABLES: Four total deliverables:

• One :30 video (16x9)
• Three alternate :30 versions (16x9). Alternate variations will involve the same characters, locations, and script, and will mostly involve small changes that can be handled in post-production, including changes to CTAs, end-card designs, on-screen text copy, and other minor edits. Additionally, depending on where the creative lands, a version may include a slight variation to the script. This will be decided between the selected producer and client during scripting.

 

TIMELINE: For the full project timeline please see the Assets section.

 

EXPOSURE: YouTube. For YouTube TrueView for action best practices please click here. 

TARGET AUDIENCE: 

• The primary audience is plus size women ages 35-55.
• Universal Standard stands for size inclusivity. Even though their core consumer wears bigger sizes, they don't position themselves as a plus-size brand. These videos should be accessible to the general female population.

 

TONE: 

• Charming, genuine, and relatable to the audience's experiences as women
• Lighthearted, playful, and positive, with elements of empathy and empowerment
• Authentic - it is very important that the videos don't sound fake or staged

 

EXECUTIONAL MANDATORIES: 

• Your video MUST appeal to all women, not just plus-size women.
• Your video MUST feature women from all walks of life. Different races, ages, abilities, and genders are preferred.
• The tone of your video should feel consistent with Universal Standard's past campaigns (please check out the Background / Additional Details section for examples) while conveying a strong message in a fresh, original way.
• Your video must incorporate the Universal Standard logo and social media icons/website on the end card.

Our priority is ensuring everyone's safety, so 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 our advice here is to make sure your submission is executable within the anticipated timeline, 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): 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.
  
  
• SCRIPT (Optional): 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, 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. 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 or subtitled.
    
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 Videos 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, 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.
    
    
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.