HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE: 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):
MOVERS:
1. The Fastest Move Ever
A high-energy, time-lapse-style video shows someone moving in at record speed—boxes flying into place, furniture setting itself up, and the T-Mobile 5G Home Internet router getting plugged in before anything else. By the end, they’re already streaming and working, fully settled in, while others are still struggling with their setups.
2. Wi-Fi Before the Books
A student moves into their off-campus apartment, placing T-Mobile 5G Home Internet on their desk before even unpacking textbooks or clothes. As they instantly connect their laptop, tablet, and phone, they stream music while casually setting up their room, making their move-in day stress-free.
AWAY:
1. Streaming Under the Stars
A group of friends embarks on a camping trip, setting up for the night in a remote location. Instead of struggling with bad signal or no service, they power up T-Mobile Internet Away and stream their favorite movie under thestars—turning an outdoor adventure into a cozy, connected experience.
T-MOBILE BRAND PILLARS:
Connection: T-Mobile connects you to the things you love.
Experience: T-Mobile elevate your life, just for being a customer.
Value: T-Mobile gives you more than just wireless.
Vibe: T-Mobile brings the brand to life for Gen Z.
T-Mobile prides itself on its ability to enhance connection, even when dealing with life's hassles, like moving or trying to connect while traveling off-the-grid. Human connection is what's at the heart of everything T-Mobile does, and they're constantly working to bring people together, wherever life takes them. For this project, T-Mobile wants to create some live-action social content that showcases how High T-Mobile Home Internet benefits Movers and how T-Mobile Away Plan benefits travelers.
The goal of this project is to create engaging, social-first vertical videos that highlight the ease and convenience of T-Mobile High-Speed Internet. Each greenlit creator will be in charge of creating two up to :25 vertical videos, with five accompanying photos per concept, that visually tell the story of how T-Mobile keeps customers seamlessly connected—whether they’re settling into a new home or staying online while traveling. This content should have loose narratives (a few thought starters are listed in the Background), and the team is also open to hearing your creative concepts focused around the Home Internet products. Everything should have a vibe that feels authentic and relatable and showcase the many benefits that T-Mobile internet can provide its users.
We are looking for visual first stories here, with no direct-to-camera talking, dialogue, or VO incorporated into the videos. There should also not be any overlay text as messaging should be clear through narrative and action. For the photos, you should apture realistic, natural moments of people effortlessly using T-Mobile Home Internet & Internet Away including dynamic compositions showing both the lifestyle and product in action and the photos should should feel authentic, relatable, and aspirational. The messaging should be pretty light, and you have a lot of freedom when coming up with creative concepts, as long as they're in the same vein as the references, mood board, and style guide below and must specifically center around High-Speed Internet. Importantly, devices shown in content must be laptops and tablets, not focused on phones.
Your content should be inspired by T-Mobile's brand pillar of Connection, which we've described in more detail in the Background. We're looking to break these videos into two buckets: Movers and Away Internet. Additional messaging about what we're specifically looking for in each bucket is below:
Movers
Moving can be a hassle, but getting connected shouldn’t be. T-Mobile 5G Home Internet makes the moving experience smooth and stress-free, no waiting, no complicated setup, no technician appointments. T-Mobile provides instant, reliable Wi-Fi from day one, with just a simple plug-in.
T-Mobile Internet Away
Reliable internet, no matter where life takes you with T-Mobile Internet Away. T-Mobile provides customers with reliable unlimited internet on the road without limitations for anywhere on the go.
Creatively, there is a specific vibe we're going for here. We're looking for content that feels relatable, organic and authentically social, so nothing that feels overly commercial. Focus on real-life scenarios where seamless connectivity makes life easier. 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 show both the lifestyle and product in action. This is where you bust out the wide angle / 0.5 lens and have some fun. We're staying away from voiceovers, overlay text, 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.
In terms of casting, there should be diverse talent within each suite. You can also get creative in how you shoot talent, in terms of angles, transitions, or what device you decide to capture the video on; 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 both Moving and Away concepts. As this project is currently structured, you'll see that there are 2 winning slots. We are anticipating between 2 greenlights, however, T-Mobile is open to more, and they may greenlight additional submissions. Just know that if you're greenlit for more than one suite, you'll need to have separate cast and locations for each suite.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: Each selected pitch is expected to deliver 2 total video assets and 10 total images broken down as below:
Movers:
Away:
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. 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: 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.