As you can see, the project brief looks a little bit different on this project. This is our first Tongal^x Alpha project. For more information about Tongal^x Alpha, check out the blog post here.

All of the information that you need to pitch on and make an amazing 30 second Video (live action or animated--white board, 2D or 3D), with a 15 second cutdown to generate awareness about saffron and Rumi Spice, is contained in the Background and Objectives sections. Be sure to check out the Assets tab for logos and photos too!

Business Name:

Rumi Spice

Describe what your business or product does:

We support Afghan farmers by giving you direct access to their fairly traded and sourced artisanal saffron. We believe economic empowerment and sustainable business lay a foundation towards peace and prosperity in Afghanistan.

What do you consider to be your biggest competitive advantage?

• Our story: Afghan saffron is the highest quality saffron in the world, and we are sourcing it directly from Afghan farmers in a transparent and profit-sharing relationship. Afghan farmers are more than just our suppliers; they’re our partners.

What do you want consumers to know about your business?

• Following a decade of conflict, farmers have turned to growing poppy, which fuels the production of opium and heroine and perpetuates violence amongst druglords in the region.
• Saffron provides an economic alternative to growing poppy; it provides 2 – 6x more profit than opium for farmers, which we hope will create economic opportunities and lay a foundation for peace in Afghanistan.
• Afghanistan’s dry winds and arid climate make for the ideal environment to grow saffron. Rumi Spice saffron tests 25% above the ISO standard of crocin content.
• We build relationships with our farmers on an individual basis to support their development goals. We reinvest at least 10% of our profits back into infrastructural improvements for the farmers.
• We are a team of US veterans who served in Operation Enduring Freedom. We are dedicated to fulfilling our promise and rebuilding a peaceful and prosperous Afghanistan.

 

 

What should be the focus of this video?

• Bringing the our story from Background section to life: how we are making a difference not only in the lives of individual farmers, but if we can reach scale, in the broader theme of Afghanistan.
• At one point in the past, Afghanistan had thriving agricultural exports, but after 30 years of war this has largely devastated their ability to peacefully grow and export products.  Rumi Spice is working to develop this international market for their agricultural exports, starting with saffron.
• Afghan saffron won 1st place out of 16 countries by the International Taste and Quality Institute based out of Brussels. It’s some of the best saffron in the world, but hardly ever gets connected with the international market due to poor transportation networks, lack of standardization, and deficiency of marketing resources. In 2013, only 146 kg of saffron (out of 28,000 kg imported to the US) were from Afghanistan. Without support from the international market, there is not enough of an incentive for Afghan farmers to stick with saffron.

 

What do you want people to do after seeing this video?

Generate awareness and curiosity about saffron and Rumi Spice. Particularly, go to our website (www.rumispice.com) and sign up on our mailing list:www.rumispice.com/make-a-difference, share this video with friends and family, have an emotional connection with our brand, be motivated to learn more about us.

Our big harvest is in late October – we want to gather attention for the harvest.

 

Intended target for this video:

Our target market is comprised of health-conscious cooks and serious chefs, as well as high-end restaurants and boutique grocery chains. We are also targeting individuals who support philanthropies, social enterprise, sustainable farming, and veteran-owned enterprises. In 2013, US saffron imports were 28,000 kg (, and with an average retail price of $11,000/kg, the size of the market is $308 million. However, only 146 kg were from Afghanistan. We firmly believe that this market can be transformed to reorient towards Afghan saffron.

 

What slogan or tagline must be incorporated into the video:

Rumi Spice – Cultivating Peace

 

What must the video include: 

• Mention Rumi Spice 3 times (maybe at the beginning, middle and end)
• We do want the logo to appear at least once
• We definitely want the company website to appear at the end of the video prominently

 

What should definitely NOT be included in the video: 

We do not want to be portrayed as using our military affiliation to gain any advantage. There is a stereotype that some of us “milk” the veteran status in order to “extract value” in places like Afghanistan.  We feel the need to be sensitive and judicious when mentioning our team as a group of veterans.

 

Do you have any examples of videos or other commercials that would be helpful for the filmmaker understand the tone and/or style you would like for the video?

http://www.combatflipflops.com/Our-Story

 

This project will be worth a total of $5,000 and consists of 2 Phases: a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: PITCH - Submit your Pitch (What Is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video to raise awareness about saffron and Rumi Spice:

• 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.
• Script (Optional): This should include dialogue from the video you intend to create. 
• Treatment (Optional): A detailed narrative description of what's going to happen in the video. 
• Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across.
• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc.
• Pitch Video (Optional): This is your opportunity to show us 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.   

The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $2,000 to help create the Video. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your Pitch is selected and you execute your Pitch effectively in your Video submission, you will win an additional $3,000. For an example of an effective Pitch, check out Erik Beck’s 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: VIDEO – The winner from the Pitch Phase will create a 30 second Video (with 15 second cut down) based upon the winning Pitch.

--Video Phase Payout: Video Phase Winner will earn the following prize: $3,000.

--Music: Tongal has partnered with premiere music providers: Killer Tracks and Epidemic Sound. Any of which can be used to source music for your Video submission to this Project. You may use up to THREE total tracks per Video submission, and they can come from any of the providers listed above. 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.

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 other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your Video paperwork.  

 

 

1. The Video MUST not exceed 30 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. In the event that fewer than 15 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

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.