HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
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.
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 - whether they're at home or on an epic adventure. With this project, T-Mobile wants you to create a vlog-style video, and 3 shorter videos, about an epic road trip through the Pacific Northwest that feels authentic and relatable to a Gen-Z audience. While on the journey, this video will highlight some of T-Mobile's domestic travel benefits, which include car rentals, gas discounts, hotels, even some food discounts through T-Mobile Tuesdays. The content should be inspired by T-Mobile's Value brand pillar, which we've described in more detail in the Background below.
The tone should be engaging and aspirational, incorporating voiceovers and talking-to-camera moments to bring the experience to life. This video will include dialogue, so you should plan to have one talent serve as a very conversational host talking directly to the camera. HERE, HERE, and HERE are good examples of YouTube vlog-style videos where we had a very natural host who felt like a friend as they explained some T-Mobile perks without the content feeling too branded. You should also plan to include motion graphics and text on screen incorporated into these videos. There is also a possibility that we will need to include shots that reference T-Mobile's partnerships with travel parties such as Hertz and Shell which may mean we need to include shots of our roadtrip crew either getting a rental car or refueling at a Shell station, so you may want to include how you could incorporate elements of this in your pitch, though the final details about the partnership will be shared after greenlight. Overall, they really want to lean into scenic landscapes, candid moments, and authentic storytelling while conveying how T-Mobile facilitates the journey.
In addition to the vlog-style video, you will create three :30 vertical videos (9x16) that compliment the vlog (though they shouldn't be direct cutdowns from the long form). T-Mobile provided the below ideas as thought-starters, however feel free to get creative and pitch alternative ideas:
The shorter vertical videos should feel fast-paced and visually engaging. Creatively, there is a specific vibe we're going for here. We're looking for content that feels relatable, organic, and authentically connects with the Gen-Z audience. Although it's not meant to be prescriptive, T-Mobile's shared a stills mood board and there are social reference videos in the Background. We also have 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.
In terms of casting, there should be diverse Gen-Z talent within each video. You can also check out the Background for some video references of some recent content we've created fitting within the target motion approach. There will be a representative from the T-Mobile team on-site during filming, so please make sure to plan your shoot to include having them on set.
You should 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 authentic. 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.
This content will need to film in Washington state. Please note you do NOT need to be based In Washington to pitch on this project, but there is no additional travel budget available, and any crew travel or lodging should be covered under your production budget. A member from the T-Mobile team will also be on set for your shoot and will follow along for the road trip, they will travel in their own vehicle, but follow along so please plan accordingly to have them oversee and provide feedback the day of the shoot. Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 4 total video assets and 3 static images.
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: 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.