REFERENCE VIDEOS + STILLS: Please note that the team particularly likes the behind-the-scenes feel and textures/effects seen within the video samples shared.
Key concepts and suggested shots (and please note that while we would like to see pitches centered around these, please feel free to include a creative expansion or adjustment to concepts/shot suggestions, and to suggest alternative concepts along with your core pitches as long as they achieve the goal messaging):
1. Pottery Studio Chronicles
Messaging goal: T-Mobile connects you to the things you love.
Concept: Follow talent at a pottery class, capturing their artistic process while staying connected with their friends for real-time feedback on designs.
Execution ideas:
Subtle magenta cues suggestions: Apron details, a phone case resting on the workbench
2. Rewind the Day
Messaging goal: T-Mobile brings the right vibe for Gen-Z, and is there with you through your energetic, unique, creative lifestyle.
Concept: Create a video that tells the story of an exciting day in reverse, starting with a climactic moment (e.g., a group of friends watching a breathtaking sunset on a mountaintop) and rewinding through the day's highlights until it ends with the quiet beginning of their morning. The reverse storytelling creates a sense of intrigue, while subtle T-Mobile touches highlight seamless connectivity throughout.
Execution ideas:
3. The Invincible Thread
Messaging goal: T-Mobile brings the right vibe for Gen-Z and is there with you through your energetic, unique, creative lifestyle.
Concept: Showcase people across different locations connected by a glowing magenta thread. It weaves through a gamer's keyboard, a climber's gear, and a traveler's suitcase, representing how T-Mobile seamlessly connects them all.
Execution ideas:
4. TMT Umbrella: Picking Up Our Valentine's Day Date
Messaging goal: T-Mobile gives you more than just wireless: you also get perks and special benefits.
Concept: This piece plays on the classic romantic gesture of sharing an umbrella on a rainy day, with a Gen-Z twist - it promotes the T-Mobile Tuesdays giveaway of a free T-Mobile umbrella, set to launch on Valentine's Day week.
Execution ideas:
As America's largest and fastest 5G network, T-Mobile prides itself in its ability to enhance connection. In fact, human connection is what's at the heart of everything T-Mobile does, and they're constantly working to bring people together and help them to enjoy life's special moments - whether they're at home, or moving about the world. Now, most of the time when you hear "human connection" in the context of advertising, you think about birthdays, first dates, new babies, acts of kindness, etc. - and that stuff is pretty powerful - but our lives are a lot more diverse than that, and there are countless out-of-the-ordinary - and out-of-the-box - ways that people connect with each other. That's what this is about - T-Mobile wants to create some live action social content that showcases a few of the more creative and unusual ways that people connect, with loose narratives and a vibe that feels authentic and relatable to a Gen-Z audience.
The goal of this project is to create a single suite of stylized live action social content, with both video and photography, that's informed by one of the narrative concepts that T-Mobile has provided, and that feels immersive and in-the-moment. The suite will include one short :25 vertical video, and 5 accompanying photo stills, and you'll find more about the concepts in the Background. As you review the concepts, you'll see that this is not really about selling a particular phone or individual product, so the messaging is pretty light, and you'll actually still have a lot of creative freedom, as T-Mobile is open to adjustments, and even willing to entertain totally original concepts if they're in the same vein as what's been provided. You should also know that T-Mobile expects to greenlight multiple teams for this, with each team running with a different concept.
Creatively, there is a specific vibe we're going for here. We're looking for content that feels relatable, organic, and authentically social, and that truly connects with the Gen-Z audience. Although it's not meant to be prescriptive, T-Mobile's shared a stills mood board and a more general photography style guide, and these should give you a sense of the vibe. We're looking for shots that make the viewer feel right in the action, with a vibrant energy, a dynamic feel, and a very particular kind of modern playful vibe. This is probably where you bust out the wide angle / 0.5 lens and have some fun. We're staying away from voiceovers and overly focusing on faces. Instead, let the visuals lead the stories, and capture something that can show how everyday life and experiences are enabled by T-Mobile.
Note that some of the provided concepts have location-specific asks, so if you select one of those, we'd like to see how you'll approach those requests in your pitches. In terms of casting, there should be diverse Gen-Z talent within each suite. You can also get creative in how you shoot talent; You can also check out the Background for some video references of some recent content we've created fitting within the target motion approach.
You should also incorporate hints of Magenta in your content, but make sure the visuals do not lean too branded or have Magenta be the focus of every shot. We are not looking for corporate stock images here. Instead, we want photos that are bold, creative, relatable, and authentically social. Your videos and stills should not look like a planned, posed, professional photoshoot, and instead should look like an attainable scene that anyone could be a part of with their friends.
For the purposes of your Pitch, you should submit for the concept you'd like to create most, but if you feel you can accomplish more than one suite of content within the timeline, you're welcome to submit multiple pitches. T-Mobile expects that multiple teams will be greenlit, but they're happy to consider one team doing more than one suite. Just know that if you're greenlit for more than one suite, you'll need to have separate cast and locations for each suite.
DELIVERABLES: There are 6 total assets per suite:
EXPECTED TIMELINE: HERE
EXPOSURE: 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., Be sure talent reviews our required Talent Release before they're cast. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: Gen Z and Millennial active social users in the US, with a focus on those ages 18-34
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.