THE SIX GRADUATES: These will be sourced by Adtalem, and their locations and stories are still TBD, but we know that they'll be broken down in three categories, as below.
All Walden content and creative should stem from the Set a Course for Change brand platform. See this deck for a platform overview. The new platform launched in April ’23 and has been successful in turning the business around for positive growth.
Walden University, an Adtalem Global Education institution, is an online university that supports a diverse community of adult learners who seek to achieve their academic goals and make positive, lasting social change in their professions and communities.
Walden University wants to bring the voices of its alumni forward to help tell the Walden story. As part of a new campaign entitled, "Set a Course for Change," we'll be filming 6 different Walden graduates who've gone into the fields of nursing, social work, counseling, and education as they tell their stories, and can talk about how Walden and their degree has provided them with the educational credentials, confidence, and skills to reach their leadership potential to improve their communities. The graduates live all over the United States, and each will be filmed within the same production window, so we'll need multiple production teams, but we still need to ensure that all of the content feels coherent and consistent with the larger campaign objectives.
The objective of this project is not about handling physical production. Instead, Adtalem is looking for one dedicated and extremely organized team to oversee all of the creative, while supervising a number of remote productions, and then managing post-production for all of the different graduates involved. This team would work with multiple other filmmakers across the United States, and direct the campaign from a high level, as a centralized hub, ultimately creating a different suite or content for each of the graduates, with the possibility that more graduates might be added to the scope at a later date.
It's important to note that the campaign director will not be responsible for any physical production, and you are not expected to be physically present on set for any of the shoots. That said, we will be running a separate project (with a separate budget) to source the satellite directors, and if you're able and willing, you're certainly welcome to participate and pitch on that project as well.
In terms of the creative, we'll be producing docu-style / testimonial videos talking about how Walden's specific programs provided the graduates with the skills and experiences they needed to make a change in themselves and their communities, and we'll also produce videos that take a more generalized look at their story, and show how Walden University has changed their lives. Although there are some established campaign guidelines, the campaign direction team that we're looking for will need to develop a more specific executional approach and curate it for each individual's story, and then create storyboards and shot lists to ensure we're capturing key elements. We expect that each graduate's story will ultimately be filmed with a small docu-style crew, using a limited number of locations (or perhaps even a studio), and there's the possibility that we'll be able to include some archival footage or photography, but we can't guarantee what that would be at this stage, and it might vary from graduate to graduate.
In addition to the longer hero videos, you will also be required to create a series of cutdowns, as well as bespoke social cuts. It's important that the social cuts feel social-first, as opposed to just shorter cutdowns.
Beyond that, the campaign director will be responsible for:
In your pitch, please tell us more about how you or your team would approach this project from the campaign director level, in terms of pre-interviewing talent, staying organized and overseeing satellite directors, and managing a large number of assets in post-production. For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 78 total video assets.
EXPECTED TIMELINE: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: Adults – 25-54, racially and ethnically diverse. They are Career Climbers, they have a specific job in mind and understand the requirement to continue to grow in that career to serve the needs of their diverse client base and make the impact they want to make in the world. They are looking to get the next degree to gain greater confidence and satisfaction in their career and to be taken seriously.
TONE: Encouraging, optimistic, determined, and approachable. The sentiment of “let’s do this.”
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects on our platform do move forward, we will 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 the 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.