As we all slowly re-emerge from nearly 18 months of being confined to our homes (and knowing we were, frankly, lucky to be bored by our immediate surroundings), maternity and nursing fashion brand Motherhood Maternity asked themselves – and their community of Real Moms – what getting back out into the world would mean. For moms-to-be and those with little ones at home, looking forward into 2021 meant small daily adventures: getting back into our communities and rediscovering what makes them vibrant, special, and colorful.

The #MHRoadTrip series Life & Color was born earlier this year and has already introduced Real Moms-to-be in the Motherhood community, along with their cities: Miami, Houston, Philadelphia, and Atlanta. Each mama-to-be shares her experience with the motherhood juggle (#MHJuggle) and introduces the Motherhood community to the locations or sites that make her city feel like home and bring joy and color to her life. This is done through a mix of video and still assets for Motherhood Maternity's website, email, and social channels, along with the own mom's social media. Now, Motherhood Maternity is looking for an LA-local filmmaker to capture the next story on the Road Trip.

The Motherhood team is currently identifying an LA-based influencer mom to profile, but is open to seeing pitches with talent attached as well. Talent should be an LA-based mom who is currently nursing, and who has a following on Instagram. Talent costs will be covered outside of the production funding, so you do not need to factor this into your budget. Additionally, while this is not a product-first project, the Motherhood Maternity team will provide the breastfeeding mom with wardrobe.

Check out the content breakdown below, along with examples of all the content from Life & Color in the Background. Interested in this project but not based in LA? Upcoming cities include Denver, Chicago, Nashville, and New York, so stay tuned for more briefs like this one! If you have any other questions, ask away in the forum.

CONTENT BREAKDOWN:

Hero video: A roughly 2 minute video that introduces the mom-to-be and her city, combining elements from the filmed interview, and the on-site video with the mom, at her chosen locations throughout her city.
Charity video: A single :60-:90 video that highlights a nonprofit of the mom's choice to support moms and their families. Motherhood Maternity's Mama Tee should be featured prominently in this video as a portion of proceeds from its sales will support that month's partner organization.
Homepage video: A single :08-:12 silent video for the Motherhood Maternity website
Photo Stills: Three stills per location, nine total, each heroing a different outfit provided by the Motherhood team, as well as options with the Mama tee. These will be used across the Motherhood Maternity site and social as well as the mom's social media.

DELIVERABLES: There are 5 total video assets and 9 total still assets:

One ~2 minute hero video (16x9, 9x16)
One :08-:12 homepage video (16x9)
One :60-:90 charity video (16x9, 9x16)
Nine photo stills - 3 per location, with different outfits including charity shirt (mix of 16x9 and 9x16)

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

EXPOSURE: Motherhood Maternity's Road Trip page, a unique city-specific landing page, and Motherhood Maternity's Instagram; the LA mom's social media channels, especially Instagram. Please review the platform best practices page.

TARGET AUDIENCE: Mothers, parents, and mothers-to-be.

TONE: Joyful, excited, honest, inspiring, uplifting, encouraging, celebratory; genuine, authentic, and engaging.

EXECUTIONAL MANDATORIES:

The stills MUST be shot independently of the video assets; while the Motherhood Maternity team may choose to pull stills from the video, we are looking for unique still deliverables.
While this is not a product-first project, Motherhood Maternity outfits and the charity shirt MUST be worn in all assets. The Motherhood Maternity team will provide the breastfeeding mom with wardrobe, including the Mama Tee, to be worn in the charity-supporting video. Typically, the mom provides her own styling on-set, but it is the production's responsibility to make sure all wardrobe shows up well on camera: clean, steamed, and adjusted to look its best while ensuring the mom is comfortable and confident.
Your photos and videos MUST match the aesthetic, tone, and style of the existing #MHRoadTrip creative.
You MUST be able to work as an LA local to qualify for this project (no additional funds will be made available for travel).
You may include talent options in your pitch; the preference is for a currently-breastfeeding new mom with an Instagram following. Motherhood Maternity may elect to greenlight a pitch without the attached talent, or may choose to engage talent without greenlighting the attached pitch.

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a pitch. Though most projects on our platform do move forward with a greenlit pitch, we will notify you in the event the Sponsor decides not to fund any pitches via the project forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and the project team.

Shooting live action or stop motion? 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.

Details

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 or fewer characters synopsizing how you plan to approach and execute this video.
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.
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.
COVID PROTOCOL (REQUIRED): Please let us know your team’s COVID safety protocols for the hero shoot production. 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): Headshots, video samples, Instagram/social media account links, etc. for your proposed nursing mom talent.
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.
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.

Requirements

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.
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.
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.
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.
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.
Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
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.
Videos must be in the English language or subtitled.
Limit 5 submissions per member, per Phase.
You must be at least thirteen (13) years or older to enter.
The Sponsor reserves the right to repost the contest.
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.
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.
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.
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.

Background

Objectives

Details

Requirements