That moment when you’re “starting to show” can be an uncomfortable fashion nightmare. Your favorite jeans become traitors, refusing to fit right over your growing belly, and spending the next six months rotating through loose skirts and yoga pants just isn't going to do it for you. Hacks like looping a hair tie around the button on your jeans will only last so long, and let's admit it: it doesn't even work that well in the first place. Motherhood Maternity believes that moms-to-be shouldn't have to compromise on style or comfort, and their entire line of Secret Fit Belly jeans is designed with exactly that belief in mind. 

Now Motherhood wants to create a suite of videos that show a real pregnant woman - who's never tried maternity jeans before - as she discovers the comfort and style of the Secret Fit Belly for herself. She'll be invited to a studio setting, wearing her own increasingly-too-small clothing, and handed a pair of Secret Fit Belly jeans to try on. You'll capture this authentic moment, and then the grand reveal where she reacts authentically and in detail to the Secret Fit Belly: her surprise, her delight, and everything in between as she tries out the soft, stretchy, game-changing jeans for the first time.

 

From there, things will get a little silly, as we see how many "challenges" she can comfortably do in the jeans, from squats and downward dogs to TikTok memes or dance challenges. Consider wheeling in a rack of tops/accessories and shouting out events or scenarios for her to quickly dress for to show how versatile these jeans are. Feel free to think about other challenges that could be more geared towards pregnancy and the realities of motherhood, like chasing a toddler around with that newfound clothing agility or even taking a nap – because who wants to nap in jeans, right? These jeans are JUST THAT comfortable. Motherhood Maternity is open to all sorts of creative ideas, but the main branding message to keep in mind here is “You do you, mama,” as we want pregnant women to feel empowered by wearing clothes that are actually comfortable and let them live their lives on their own terms.

This fun and authentic footage will become the basis of a few different edits for social, and you'll also create a 2-3 minute "extended cut" for Motherhood.com that incorporates real mom testimonials about the Secret Fit Belly jeans and how they've impacted their pregnancy journeys (filmed by the moms themselves). 

Check out more information in the Background section below. For any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: There are 7 total video assets, and 10 total still assets.

• One :60 hero video (16x9, 1x1)
• One 2-3 minute video for Motherhood.com, incorporating self-filmed testimonial content (16x9)
• Two :30-:60 videos for TikTok/IG Reels (9x16)
• Two :06-:15 videos for TikTok/IG Reels (9x16)
• Ten photo stills to be pulled from videos (mix of 16x9, 9x16, 1x1)

 

TIMELINE: Click here for the full project timeline.

 

EXPOSURE: Motherhood.com and Motherhood Maternity's social platforms, including YouTube, Instagram, TikTok, and Facebook

 

TARGET AUDIENCE: Moms-to-be.

 

TONE: Surprising, Humorous, Fun, Authentic

 

EXECUTIONAL MANDATORIES: 

• While you'll also be creating longer-form (:60 and 2-3 minute) content, your approach should be social-first. Think of how popular memes and tropes like "How would they know" and "Girl, don't do it" can come into play for the TikTok/Reels-first content.
• Talent should be a real pregnant woman; it can be her first pregnancy or just her most recent one, but she should be new to Motherhood Maternity's Secret Fit Belly jeans. Consider including potential available talent in your pitch.
• Your videos should clearly communicate, through the mom's reactions and actions, that the Secret Fit Belly jeans give you a full range of motion at any stage of pregnancy.
• Location should be a studio setting or something similar; the Motherhood team wants this to look and feel like a social stunt so the pregnant woman's surprise is authentic at every step.
• Motherhood Maternity will provide wardrobe and products for the shoot, but your talent should come in her own clothing and you will need to have a wardrobe stylist to make sure all wardrobe shows up well on camera: clean, steamed, and adjusted to look its best while ensuring the talent is comfortable and confident.
• Ten photo stills will be pulled from the various videos, with a mix of 16x9, 1x1, and 9x16.

OPEN BID:

• This is an open bid project, so you will get to set your own budget up to $18,000.
• 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): 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. Your treatment should include links to your wardrobe stylist's portfolio as well.
  
  
• 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 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 inWhether you are filming interiors or exteriorsApproximately how many people you plan to have on setHow you’ll account for testing, PPE, and distancing on setHow you’ll handle talent and backup talent, including any hair, make-up, and wardrobe needsWhether 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.