Neen Williams isn’t one for the straight and narrow. From his early days in a rough neighborhood of Chicago, to going pro, to facing career highs and lows. After a personal injury and a reflection on his health and well being, Neen decided to make a personal change and commit to a healthy lifestyle built on mindfulness and athleticism. So it’s no wonder he was just named lululemon’s first-ever skateboard ambassador.

 

REFERENCE VIDEOS FOR INSPIRATION OR TONE: 

Check out this video lululemon recently made with Neen: 

https://www.youtube.com/watch?v=FwHeFC4DmgA

The goal of this project is to inspire, engage, and educate lululemon guests through Neen’s holistic approach to training with three suites of Instagram content around his authentic approach to life and health and how they tie into lululemon's core pillars: sweat, grow, connect.

sweat, grow, connect:

These pillars make up the #sweatlife, lululemon’s world-facing philosophy. Your videos should explore how Neen’s approach to skateboarding and life interpret these pillars and how he incorporates them into everything he does.

• Sweat – Putting in the work to make a positive impact for yourself and others in all aspects of life
• Grow – Commitment to growth, whether it’s personal, professional, or within the community
• Connect – Nurturing impact within a community; finding your ‘tribe’ and lifting them up  

 

DELIVERABLES: 

Each suite should consist of 4 unique video assets and 2 stills for 18 total assets, broken down below. You should also have a photographer on set to capture the stills.

Nutrition

Food and cooking are an integral part of Neen’s life, and a foundational element of his approach to health. Neen often shares what he’s cooking on his YouTube and Instagram channels and it’s something he loves sharing with his family, friends, and fans alike. Please provide specific thought starters to show us how you will capture different content for each placement. For example for nutrition - IGTV could be a longer form cook off with Neen and a healthy chief talking about how nutrition is a part of their lifestyle. IGS could be gifs of Neen’s favorite recipes followed by a dynamic recipe card that guests could screenshot. IG Feed could show how Neen makes a delicious Acai bowl in 1 min. 

• One 2-3 minute hero video for IGTV (9:16) 
  • This is the hero piece of this suite of assets. Think of how these can be entertaining while having the viewer learn.
• Two :05–:15 second videos for Instagram Stories (9:16)
  • These should be original (not cut-downs) and extend or complement the content we see in the IGTV story.  These will be used to drive tune-in to the IGTV piece but need to add value to the story, not be a teaser/trailer/cutdown.
• One :30-second video for Instagram Feed (4:5)
  • This should be original (not a cut-down) and extend or complement the content we see in the IGTV story. It should be able to stand alone and be evergreen in the feed. This will be initially used to drive tune-in to the IGTV piece but needs to live long term in the feed, not be a teaser/trailer/cutdown.
• 2 Stills
  • Stills will communicate the importance of nutrition to Neen’s training and life and be evergreen content that live beyond the IGTV episode. 

Training

What does training mean to a professional skateboarder? What workouts does Neen do to stay in top competition shape? How does he train his mind as well as his body and keep himself sharp physically and mentally? Does Neen find more inspiration practicing on his own, or with friends? 

• One 2-3 minute hero video for IGTV (9:16)
  • This is the hero piece of this suite of assets 
• Two :05–:15 second videos for Instagram Stories (9:16)
  • These should be original (not cut-downs) and extend or complement the content we see in the IGTV story.  These will be used to drive tune-in to the IGTV piece but need to add value to the story, not be a teaser/trailer/cutdown.
• One :30-second video for Instagram Feed (4:5)
  • This should be original (not a cut-down) and extend or complement the content we see in the IGTV story. It should be able to stand alone and be evergreen in the feed. This will be initially used to drive tune-in to the IGTV piece but needs to live long term in the feed, not be a teaser/trailer/cutdown.
• 2 Stills
  • Stills will communicate the importance of nutrition to Neen William’s training and life and be evergreen content that live beyond the IGTV episode. 

Performance Recovery

Skating isn’t easy on the body or the mind. Going pro takes more than just skill, it takes discipline, hard work, and determination. And even then, it’s rough on the body. How does Neen keep his body, mind, and practice sharp through active performance recovery?

How does Neen recover, both physically and mentally, in between sessions?

• One 2-3 minute hero video for IGTV (9:16)
  • This is the hero piece of this suite of assets 
• Two :05–:15 second videos for Instagram Stories (9:16)
  • These should be original (not cut-downs) and extend or complement the content we see in the IGTV story.  These will be used to drive tune-in to the IGTV piece but need to add value to the story, not be a teaser/trailer/cutdown.
• One :30-second video for Instagram Feed (4:5)
  • This should be original (not a cut-down) and extend or complement the content we see in the IGTV story. It should be able to stand alone and be evergreen in the feed. This will be initially used to drive tune-in to the IGTV piece but needs to live long term in the feed, not be a teaser/trailer/cutdown.
• 2 Stills
  • Stills will communicate the importance of nutrition to Neen William’s training and life and be evergreen content that live beyond the IGTV episode. 

The Story and Feed videos are not cut-downs, and you will need to speak to how you will approach each as a unique, standalone asset in your Pitch treatment.

 

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

 

EXPOSURE: 

• @lululemon Instagram
• @lululemonmen Instagram

Be sure to familiarize yourself with Instagram best practices on our platform best practices page.

 

TARGET AUDIENCE:  

• Men & Women
• Target age 18–34

 

TONE: 

• NOT dry, unrelatable, or exclusive
• Educational, entertaining, humorous, imperfect, approachable

 

EXECUTIONAL MANDATORIES: 

• Neen is based in LA and all production will need to happen here. There is no additional budget for travel. 
• Educate on the performance-enhancing ability of nutrition, training and performance recovery that can be applicable to everyone but told through the lens of a pro skareboarder.
• Must be gender neutral and accessible to all genders.

 

PRODUCT:

• Wardrobe for Neen will be provided by lululemon. All on-screen talent must be in branded product. 

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. In addition to your core crew, please include links for the following: 
  • EXPERIENCED SKATE DP/FILMOGRAPHER LINKS (REQUIRED): It's crucial that any skateboarding footage be shot in an authentic way that the audience will relate to. There's a chance lululemon will be able to provide broll of Neen skating, but you should be prepared to bring in an experienced skate filmographer for this content. Filmmakers, please include an experienced skate filmographer in your Pitches.
  • Please include sample work from your photographer.
    
    
• TREATMENT (REQUIRED): A detailed narrative description of what's going to happen in the video. Your pitch treatment must speak to how you will approach each asset as a unique, standalone piece of content under a holistic concept that links them all together. 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.
  
  
• 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. For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the winner of the Video Phase is announced.

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 you be selected as winner, 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 award.
    
    
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.