SUGGESTED VIGNETTES - To guide you in creating lifestyle content that aligns with Orgain’s brand, here are six suggested vignettes. These should serve as inspiration, but you may feel free to expand on or modify them to suit your creative approach.
NUT BUTTER PROTEIN FLAVORS
BRAND LOOK & FEEL - Orgain’s imagery is vibrant, sharp, and relevant, grounded in real-life experiences. The content should feel energetic and relatable, with a focus on health and joy. Aim to create authentic moments that showcase the product’s versatility and taste appeal. The goal is to show how Orgain integrates naturally into everyday activities.
ABOUT ORGAIN - Orgain was created by Andrew Abraham, M.D., a cancer survivor, medical physician, and food entrepreneur, with a mission to help people live vibrant lives through the power of good, clean nutrition. This mission informs all of Orgain’s products and content, focusing on real foods with high-quality ingredients that deliver both taste and nutrition. Orgain’s core values—clean nutrition, vibrant taste, and real, relatable living—are reflected in every piece of content they create.
HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
This product will only ship to the United States and Canada, so while you can be based in another country, you must be able to receive the product at a US or Canadian address.
There's a new protein powder flavor on the way, and we need your creative eye to show how it fits seamlessly into the lives of a new generation of active and diverse go-getters. To support their new flavor, Orgain wants to capture a suite of relatable and vibrant photo and video content that features their protein powder being used in everyday life. The focus will be on capturing authentic moments, while still showcasing the product in a variety of scenarios that appeal to a Gen-Z and younger Millenial audience, and also highlighting its taste, versatility, and benefits. Ultimately, we want to make existing customers aware, but Orgain sees this as a way of introducing new people to the Orgain product line.
The goal of this project is to create photo and video content featuring a large variety of short “fly on the wall” vignettes, each depicting different moments where people are either making something with the protein powder, or where they are already enjoying it. We're lookig for at least 4-6 vignettes, so you'll have a degree of control there, but you'll need to deliver 10 different fully retouched photo assets and each should feel like a unique setup. Some vignettes may allow for more than one photo, but it's also possible that some will only be able to serve as the basis for a single photo. Either way, the photography component is most important here, so you should prioritize this in both your logistical and your creative planning, and you should look at the video content as bringing the stills to life.
In terms of the vignettes, whether the product is being consumed on the go, post-workout, or during creative activities, the vignette moments should feel natural and joyous, embodying the energy and health-focus that Orgain represents. The emphasis is on showcasing real-life scenarios that resonate with younger viewers who often hang out in larger groups and expect diverse casting. Keep these important elements in mind as you build out your creative approach. Make sure to check out the Background below for a list of vignettes that Orgain wants to capture. Don't feel limited by this list though, as Orgain is interested in also seeing how we can expand on or add to this base set.
Within the vignettes, it's also important that you highlight product and taste appeal. You should expect that you'll need to dedicate some time to setups where the product itself is the sole focus. That could involve mixing the drink either in a shaker bottle or blender, pouring the drink from the blender into a cup, or even tossing the powder into the air. Think of ways you can highlight and make sure viewers understand what the product is, in addition to capturing the fun times the talent have surrounding it. There will be 3 varieties of this new flavor, although one will take precedence. As we work through pre-production, you'll need to specify which flavor will be featured in each vignette.
Given the importance of photography, we'll be requiring that you include a photographer, along with their past work, when you submit, and we'll expect priority is given to photography throughout production. With the need for versatility and multiple setups, you may find that a studio environment with a variety of sets is ideal to maximize the range of scenes. However, if you have access to a flexible, dynamic location that allows for a number of different settings and environments, that can work just as well. Ultimately, we want to see a fresh and creative approach to capturing these moments in a way that feels genuine and fun. whatever you decide to do, your pitch should address how you'd bring multiple "different" locations and setups to life on camera.
In terms of the video asset, you will not need to shoot with sound, and you will not be delivering a completed narrative video. The final video deliverable should include footage from all of the vignettes edited together as an energetic montage/compilation, and while the video should visually flow from one vignette to the next, a narrative through-line is not necessary. Orgain will expect music and color grading, but there's no need for voiceover talent, motion graphics, or any key messaging. Video production should prioritize capturing as much content as possible, favoring variety over full/lengthy scenes.
You'll notice that the timeline includes lengthy brand partner approvals and otherwise we move fairly quickly, so it's important that all pre-production materials are thorough from the start. The Orgain brand partner team on this project only reviews from Friday to Friday, so for partner review rounds it's imperative that we receive materials not later than 10am PT the morning of the deadline. Orgain's brand partner must sign off on the storyboard so it's important these are well developed from the start.
For any questions or project updates, visit the Project Forum.
DELIVERABLES: There is one total video asset and 10 total photo assets.
EXPECTED TIMELINE: HERE
EXPOSURE & RIGHTS: This project requires a full rights buyout from photographers and talent. That means all rights, globally, in perpetuity, and in all media. This is not negotiable. In terms of usage, we expect content will be used on the platforms below:
TARGET AUDIENCE:
TONE/FEEL:
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors.