** IMPORTANT **

1. PLEASE PITCH ON THE FOLLOWING CONCEPT:

Colorful Stop-Motion

Using real video elements, create a light and bright video with stop-motion technique. Show family in park, with a shopping cart full of school supplies, walking in to get a haircut. Smiling faces with a fun, tactile aesthetic. Professional yet approachable. The technique will be completed by first shooting the scenes in live video, then in post-editing, clip out the various images to create the stop-motion technique. Upbeat music as the family enjoys quick and easy cuts, even dad loves his fresh cut!

2. In your pitch please outline how you will bring the concept to life in a 6 and 15-second video. Be specific about how you plan to land branding and keep the videos fun.

3. We want the videos to visually incorporate the feeling of "back to school" (ie cleaning up, doing what you need to do to get ready at the end of summer) without being too in your face with back to school imagery. Remember you will be creating twe version, one with a back to school call out and one with general branding).

4. The filming location for the salon will either be in Minneapolis or in the Mid-West. 

5. For casting, we are looking for multi-ethnic families with kids about middle school age.

6. We have extended the Pitch Phase to noon PT SUNDAY JUNE 10.

******

SmartStyle is a full-service hair salon owned by Regis, but located inside Walmart. They serve busy modern families who look for services that provide a good value to help them connect the dots and live better. The stylists are friendly and professionally trained to give customers the look they want at an affordable price.

Working with Tongal, SmartStyle is looking to create short digital videos (6 and 15-second videos) to promote their Back to School Haircut Sale. The SmartStyle Back to School Haircut Sale is a promotion that allows adults and kids a specially priced "family" haircut when they come into the salon together. SmartStyle hopes the promotion will leverage the energy of Walmart’s Back to School shopping season, capturing the attention of families when they visit Walmart for supplies and get them to try a haircut at SmartStyle. This is a time when families are looking for money saving value in products as well as services to get ready for school.

What you need to know:

• SmartStyle is looking for unique concepts and videos based on the following message: “SmartStyle is a great choice for back to school haircuts” 
• The Haircut Sale is for the “Express” haircut – this cut is done without a shampoo or blowdry, it is a basic spritz bottle wetting of hair and a cut only).
• The client is open to both live-action AND animated takes (or a combination of both). With short form, we need attention-getting and clear, simple execution. If you are pitching an animated take, please ensure the animation is stylish and not cartoonish.
• Your videos and concepts must:
  • Feature a modern family (a woman, man, and two children) interacting in some fun way that would indicate it’s Back to School time of year.
  • Avoid exterior or interior shots in an actual Walmart, however, a simulated shopping experience that mirrors a Walmart location could be used.
  • Family members need to be well groomed with fresh haircuts/color (no root grow out on female).
  • Show a family coming into and getting their hair cut at a SmartStyle salon.
  • Feature a family (a woman, man, and two children) in a variety of energetic, action-oriented engagements in and out of a SmartStyle salon (i.e. we may see the family outside of the salon at a park, home, etc. and not just in the salon).
• For concepts, we are looking for new and unique takes on the message (SmartStyle is a great choice for back to school haircuts), NOT a rewording of the brief.
• Your concepts should clearly outline what happens in the video and describe how the family is interacting with each other.
• The client can provide a SmartStyle Hair salon to shoot for a salon location. It will be the pitch winner’s responsibility to cover any travel and lodging expenses for his/her crew and cast. Exact locations will be posted before the pitch phase begins. There will be restrictions for shooting inside of a Walmart and may require shooting during overnight hours.
  
• We want you to shoot content that is appealing, upbeat and engaging that will entice Walmart customers into SmartStyle hair salons.
• The videos should have a simple, airy setup, and the vibe should be uncomplicated.
• You must follow YouTube and Facebook best practices for this project (see assets)
• The client will be on set during the shoot.
• The timeline is TIGHT with no room for delays (see below). We’re looking for video concepts that could be executed quickly.

24 Hour Concept Phase: May 31 - June 1

Client selects concepts: June 6 (Wednesday)

Pitch Phase: June 6 - June 8

Client selects filmmaker and provides notes for the pitch: June 12 (Tuesday)

Pre-Production: June 12 - June 15

Production: June 16 - June 24

Feedback due from client: June 26 (Tuesday)

Filmmaker revises videos: June 26 - June 29

Final videos delivered: June 29

You will need to create two versions of each video (one with an explicit call out of the Back to School Haircut Sale and one that can utilize the family footage for a general branded message) with the 15-second version optimized for both Facebook and YouTube and the 6-second version optimized for YouTube (see below).

• :15 Optimized for Facebook (Back to School Haircut Sale call out)
• :15 Optimized for Facebook (General Branded Message)
• :15 Optimized for YouTube (Back to School Haircut Sale call out)
• :15 Optimized for YouTube (General Branded Message)
• :6 Optimized for YouTube (Back to School Haircut Sale call out)
• :6 Optimized for YouTube (General Branded Message)

Additional Details:

In the 6-second video you must feature the following messages:

• Get ready for Back to School with the Back to School Haircut Sale
• Smartstyle.com
• Starting at $XX.XX (pricing details to be given to winner)
• Valid MM//DD to MM/DD (timing details to be given to winner)
• End card logo

In the15-second video you must feature the following messages:

• Get ready for Back to School with the Back to School Haircut Sale. Adults get the kid’s express haircut price.
• Starting at $XX.XX (pricing details to be given to winner)
• Valid MM//DD to MM/DD (timing details to be given to winner)
• Check in online at Smartstyle.com
• End card logo

Casting Notes:

• Please cast for a mom, dad, and two kids
• Hispanic/multi-ethnic families preferred.
• Cast must be willing to get their haircut
• AGES: Mom and Dad: 30-45, Kids: 6-12

Inspiration:

Current Walmart Advertising for reference to tone, family, and energy:

• https://www.youtube.com/watch?v=MWk06QYuHc4&list=PLs6zAwIMDe3P868jYwJp5ZxD_fua4d0nd&index=3 
• https://www.youtube.com/watch?v=thhnHBpPP7A
• https://www.youtube.com/watch?v=6u3zrTkZRis

Current SmartStyle videos (these indicate a positioning that is being shifted from solely female to family focused, and the brand energy is being elevated):

YouTube SmartStyle Brand Page:

https://www.youtube.com/channel/UC1sdmMQEOkAprValuLAZDYg

Current 6-second SmartStyle Bumper Ad:

https://www.youtube.com/watch?v=9s56Rzk02fM

Current 15-second SmartStyle Spot:

https://www.youtube.com/watch?v=5nN6X-btZPI

The goal of this project is to create short digital videos (6 and 15-second videos) to promote SmartStyle’s Back to School Haircut Sale. Please keep in mind SmartStyle needs to keep healthy and distinct brand differentiation from the Walmart Brand (same customer, different brand engagement). 

You will need to create two versions of each video (one with an explicit call out of the Back to School Haircut Sale and one that can utilize the family footage for a general branded message) with the 15-second version optimized for both Facebook and YouTube and the 6-second version optimized for YouTube (see below).

• :15 Optimized for Facebook (Back to School Haircut Sale call out)
• :15 Optimized for Facebook (General Branded Message)
• :15 Optimized for YouTube (Back to School Haircut Sale call out)
• :15 Optimized for YouTube (General Branded Message)
• :6 Optimized for YouTube (Back to School Haircut Sale call out)
• :6 Optimized for YouTube (General Branded Message)

--Key Marketing Goals: 

• Advertise the Back to School Haircut Sale. Adults can bring in a child and receive an express haircut (spray bottle, no shampoo, no drying) for the price of a kid’s express haircut.
• Engage potential SmartStyle customers to draw them into the salon to get easy, affordable haircuts for their whole family.
• Position SmartStyle as a professional, quality haircare salon (and help dispel thought that it’s a Walmart salon with Walmart employee cutting hair).
• Create interest and awareness in the SmartStyle brand.

--Target Audience:

• Walmart Families with children who are at the store for back to school shopping.
• Walmart Shoppers who didn’t know they could get a haircut, let alone a kid’s haircut at the same place they are doing their back to School shopping.
• Walmart families who are attracted to try a new service to save money on their hair care.

--Executional Mandatories:

Videos must include:

• SmartStyle Hair Salons Logo 
• Title card with URL
• You must also provide closed captioning with your video in WebVTT format.
• Must follow the digital color and viewability standards set by SmartStyle (guide to be provided to the pitch winner)
• Audio including both music and female voiceover

--Tone: Energetic, Upbeat

--Brand Values: Friendly, Warm, Welcoming, Confident, A Good Listener, Helpful, as convenient as but distinctively different from Walmart.

--Exposure: Customer emails, in-store Digital displays, SmartStyle social media channels: Facebook, Instagram, and YouTube as well as the SmartStyle website.

Facebook Best Practices

• Design tight stories that answer the questions: “What is it?” “Why would the audience care?” and “Why would the audience share?” Usually, these are the three answers…

1. “Oh that’s so me” – the video is relatable.

2. This video made the viewer feel something, and they want to share the emotional gift.

3. Resonates with a belief of the viewer. This video explains it better than they could.

• The first few seconds are the most important so consider leading with a hook, or telling your story in a non-linear manner. The introduction to the video is critical, and slow builds do not work in the Facebook platform. You might also consider using a "Trailer" approach with 2-3 lines of copy up front to frame/present the video.

• Don’t Bury the Lead. Introduce the brand in the first 3 seconds, however, the brand should be introduced cleverly and NOT via a standard product beauty shot.

• Storytelling needs to be driven by visuals so you should be able to convey the important parts of the story without relying on sound at all. Tell visually engaging stories, and try to give your video a constant rhythm. Use text graphics, new frames, characters and settings to move the story forward. It is recommended that something visual happens every 3-5 seconds.

• Shoot your Video with a 1:1 square aspect ratio in mind. Don’t put yourself in a position where you’re cropping out important visuals in post-production because you shot in 16:9 or widescreen. Embrace the format.

• Use a Call-to-Action to invite people to a website or follow a hashtag.

• Review your edits on a mobile device. You really need to do this because 90% or more of the audience will be viewing your video on their phone.

This project will be worth a total of $37,000 and consists of five phases: a Concept 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: CONCEPT - Tell us your concept for the SmartStyle Back to School promotion in 500 characters or less. We are looking for new and unique takes on the message (SmartStyle is a great choice for Back to School Haircuts), NOT a rewording of the brief. Your concepts should clearly outline what happens in the video and describe how the family is interacting with each other in and out of the salon. As always, concepts should be clever and engaging. The TWO (2) winning concept creators will receive $500 each.

PHASE 2: PITCH - Submit your pitch (What is a Pitch Phase?) convincing the sponsor why you should be selected to execute the 6 and 15-second videos based on one of the winning concepts from the previous phase using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute the 6 and 15-second 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.

• 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 most compelling pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $15,000 to help create the videos. Please note the payment of the pitch award is subject to a payment schedule determined by Tongal. Additionally, upon submitting the suite of videos 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 winner will receive a final payment of $21,000. For an example of an effective pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGO Bricks” 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 winner of 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.
• HEADSHOT – This project requires headshot 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.
• STORYBOARD - This project requires storyboard approval before filmmakers move onto the Video Phase. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard. 
• LOCATION - This project requires Location Approval (if you are not planning to use the designated salon) 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. 
• WARDROBE - This project requires wardrobe approval before filmmakers move onto the Video Phase. You will need to submit descriptions and/or pictures of your cast’s wardrobe. You must submit at least two wardrobe options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new wardrobe options.

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).

For your convenience, we’ve provided some helpful templates to use at your discretion. They include templates for creating a treatment, production budget, storyboards, shot list, call sheet, and a music cue sheet. They can all be accessed here.

PHASE 4: VIDEO - Once the Pre-Production Phase is complete, the pitch winner will create the 6 and 15-second videos based on 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 winner will receive a final payment of $21,000.

--Music: Tongal has partnered with two premiere music providers: 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 videos MUST not exceed 6 or 15-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 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 eighteen (18) 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.