** Please keep the Sponsor's notes in mind when pitching! **

 

The before: frizzy, disheveled, messy, dry 

The after: sleek, silky, smooth, healthy

We’ve all seen those types of hair commercials (wildly exaggerated “befores” with impossibly perfect “afters”) that leave you thinking, “HOW IS THAT EVEN POSSIBLE?”

Hint: it’s not (unless you have an army of hair stylists following you around). 

Well, our mystery sponsor is looking to create compelling demo videos of a hair conditioning product to show proof of hair transformations in a relevant-to-life way. 

Interested? Please read below for more information:

• The brand and product will be revealed to the pitch winners. 
• These videos will be used primarily by the client internally.
• The sponsor is looking for demos that are easy to understand, visually compelling, and quick to reveal the changes (less than 60-seconds). In fact, shorter could be better- just keep it simple. 
• We are not looking for ideas that only work in long-form.
• After viewing your videos, consumers should be convinced that the product is powerful enough to transform their hair for better hair days and want to try the product.
• The demos should make the product relevant to the viewer (think applicable to everyday life, explains why you need it), has a revelation, and is authentic.
• The reveal should have a shock factor, element of surprise or alarm. Viewer should think: “ARE YOU REALLY GOING TO DO THAT!!??!!” 
• The sponsor DOES NOT want to have demos that require lab equipment or have unrelatable materials. 
• Again, the videos should be relevant to life. They need to be personally created and have real-life beautiful results - not plastic or extreme perfection, but real-life, attention-grabbing, gorgeous hair.

The goal of this project is to create THREE (3) up to 60-second demo videos for the Mystery Sponsor hair conditioning product. 

-- Key Marketing Messages:

Think about the product like a multivitamin for hair, improving hair’s health inside and out. The takeaway after viewing the demo should be: 

This is just what my damaged, lifeless hair needs to look beautiful throughout my day.  

-- Target Audience:

• Women between 18 and 34 who want more good hair days. 
• She knows her hair, knows how to get the look she wants, and she knows she is doing damage to achieve it. She accepts it, while also believing that she can’t have the hair she wants day after day without it being healthy.

--Tone: 

• BOLD (not shy about what the product offers and can do to transform hair)
• OPTIMISTIC (focused on hair possibilities more than problems)
• PERSONAL (not cold or clinical).
• Think about the tone of Hidden Figures and Joy (Bold women continuously improving despite challenges and set-backs. Not perfectly polished).

This project will be worth a total of $26,252 and consists of FIVE (5) Phases: an Idea Phase, a Pitch Phase, a Pre-Production Phase, a Video Phase, and a Revisions Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: IDEA - Tell us your idea for a hair demo video project in 140 characters or less. Each Idea should refer to a single demo video. Remember, an idea is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the video. As always, ideas should be clever and engaging. The winning idea creators will receive $250 each. 

PHASE 2: PITCH - Submit your pitch (What is a Pitch Phase?) convincing the sponsor why you should be selected to execute a video based on one of the winning ideas from the previous phase using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute your videos.

• 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, animatic, etc. are welcome.   

The THREE (3) most compelling pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $4,000 to help create the video. Please note the payment of the pitch award is subject to a payment schedule determined by Tongal. Additionally, upon submitting a video that satisfies the criteria laid out in your winning pitch, completing sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the pitch winners will each receive a final payment of $4,334. For an example of an effective pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All pitches will remain private until after the winner of the Video Phase is announced and the project is complete. 

PHASE 3: PRE-PRODUCTION - The THREE (3) pitch winners from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following approvals from the brand: 

• SCRIPT - This project requires script approval before filmmakers move onto the Video Phase. The brand may provide feedback on your script and ask you to submit a new version. There may be multiple rounds of feedback.
• TREATMENT - This project requires treatment approval before filmmakers can move onto the Video Phase. The treatment should describe how you plan to execute the video and how you plan to bring the storytelling to life visually. The sponsor may provide feedback on your treatment and ask you to submit a new version. There may be multiple rounds of feedback.
• HEADSHOT/HAIR - This project requires headshot/hair approval before filmmakers move onto the Video Phase. You must submit at least two actor options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.
• LOCATION - This project requires location approval before filmmakers move onto the Video Phase. This means you will need to submit multiple images of your primary filming. The brand may provide feedback on your location and ask you to submit additional photos or to find a new location and submit images for that. 

No filmmakers may begin shooting their video until all approvals are completed and the Video Phase has officially begun. If you begin shooting your video during the Pre-Production Phase before you have received final approval, there is a chance you will need to reshoot (at your own expense).

PHASE 4: VIDEO - Once the Pre-Production Phase is complete, the THREE (3) pitch winners will each create ONE (1) up to 60-second video based upon his/her winning pitch. 

-- Video Phase Payout: Upon submitting a video that satisfies the criteria laid out in your winning pitch, completing sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor, the pitch winners will each receive a final payment of $4,334.

-- Music: Tongal has partnered with three premiere music providers: Killer Tracks, Jingle Punks, and Epidemic Sound, any of which can be used to source music for your video submission to this project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into submissions to this project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above. 

Tongal members interested in a more customized music solution for your project are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line. Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using Score A Score. 

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your video paperwork.

PHASE 5: REVISIONS - Once the Video Phase has closed, the winning submitters will enter the Revisions Phase (What is a Revisions Phase?). During this phase, filmmakers will perform reasonable edits on their videos according to the sponsor’s feedback. 

PHASE 6: ASSETS DELIVERY - You must also provide all project files, editing sequences, and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. You will be responsible for the costs associated the hard drive (if necessary) and shipping.

For Tongal’s file delivery specs and any other questions you may have about post-production please click here.

1. The video MUST not exceed 60-seconds in length. 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 you win, 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, winning video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning 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 prize.

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.