The sizzle of meat hitting a hot pan. The gentle turmoil of boiling water. The whisper of pasta as it slides out of the box. A knife crunching through fresh basil leaves. A spoon swishing through simmering tomato sauce. This is what it sounds like to make spaghetti and meatballs, and chances are just reading this description made you hungry…but also calmed you down. 

That’s because of ASMR. ASMR, or Autonomous Sensory Meridian Response, is a physical sensation that soothes your nerves…and given everything going on in the world and in our daily lives, it’s no wonder that ASMR videos are a big deal on YouTube. There are a lot of different types of ASMR videos out there, but food ASMR videos are recipe videos or footage of people eating with a focus on the corresponding sounds. Check out more about ASMR here.

We want to create a series of food ASMR videos for MTV, and we want you to have fun with it. Think Bob Ross, but instead of painting happy little trees, he’s squeezing the pulp out of a tomato or crunching popcorn between his teeth or slowly slurping up that spaghetti we just made. Yeah, it’s weird, but you can’t look away…it’s just too calming. That’s what we want you to create. 

Ultimately, your videos should give audiences a break from the drama that is life right now, be thumbstopping, be shareable, and be different. There are already ASMR food videos out there, and we have no interest in creating more of the same. If you’ve ever watched Chef’s Table you know that people eat with their eyes first; well, in our videos, we want audiences to eat with their ears, too. Get creative with this challenge and make it yours. We want to see you combine bizarre dishes or subjects (like on Ugly Delicious) with food porn-style shots (again, think Chef’s Table or Tasty’s Art Of series) and strong sensory elements. We can’t smell or taste what’s being made and eaten, but your job is to captivate audiences and feed their eyes and ears. You should surprise, delight, and soothe your audience so they don’t want to click away but do want to tag a friend who might also find the video satisfying, relaxing, or just straight-up bizarre. If you’re thinking that ASMR sounds a little weird, you’re not wrong: it can be as oddball as it is soothing, and that’s definitely something we want you to lean into.

Read on the Project Objectives for more details. 

The goal of this project is to create a series of 6 videos, up to 8 minutes each, that surprise, delight, and soothe audiences. Your series should be an experience for Gen Z and millennials who need a break from the real world and give them something to share with friends who might also get a kick out of the weird and calming world of ASMR food. 

This is an open bid project, so you’ll get to set your overall budget proposal. You can download the Budget template here. The Sponsor would like the Pitch winner to create 6 videos (with the potential to produce more down the road) with a cost range of $750–1,000 per video.

Don’t hold back with your concepts here: we’re pretty open. Some thought starters: 

• Recipes for after-school snacks or late night study breaks
• Food reviews based on how a snack sounds (the crunchiest chips, the thickest milkshakes, etc)
• Bizarre foods shot beautifully and eaten with gusto – whole baby squid? A giant ball of mochi? Macro shots of #panbanging cookies?
• When doing eating shots/sounds, who is your host? How do they draw in and hold an audience’s attention? Will we just see their mouth, or their whole face? How do they interact with the food, the utensils, and the audience? 
• Can you find the Bob Ross of ASMR food videos? What’s the ASMR food equivalent of happy little trees? 
• Tie-ins to tentpole events like the VMAs – what foods could be themed off of nominees, the host, etc? 

While it isn’t required, we highly recommend you include a food stylist in your project and share their portfolio in your Pitch – especially if you’re proposing recipe videos.

--Tone and Style: 

• Crazy and bizarre ingredients, dishes, and subjects a la Netflix’s Ugly Delicious – but for Gen Z and younger millennials
• Food porn in the style of Tasty’s Art Of Series and Chef’s Table 
• ASMR food videos – check them out to get a sense of what’s out there…and how you can be different 
• Fun, diverse, young, and a little weird 
• Soothing, calming, relaxing
• Some things your audience should say after watching your videos:
  • I’m too lazy to get food myself, but I can’t stop watching this
  • I don’t even want to click away 
  • OMG this is too much
  • WTF this is so satisfying
  • [Tag a friend] this is so you.

--Target Audience:

• Gen Z and millennials age 14-24
• Not adults
• Fans of food videos, DIY content, and ASMR videos

--Executional Mandatories:

• Your videos must feel cool and not pedestrian. This audience can smell a fake from a mile away, and we respect that. Have fun and don’t be afraid to engage and experiment. 
• Stay fun and light-hearted. 
• End card must say, “Share with a friend to brighten their mood.”
• Be weird and unique: ASMR content isn’t new, but there’s a ton of room to play with the genre and create something really cool and ownable for MTV
• Don’t be afraid to be weird! 

--Inspiration:

https://www.youtube.com/watch?v=surZ80xCkK4

https://www.youtube.com/watch?v=wsffEFutYQw&t=506s

https://www.youtube.com/watch?v=xe_DuSgVRV0

https://www.youtube.com/watch?v=mFggZihrEGo

"Art Of" series on Tasty

Ugly Delicious on Netflix

Chef's Table on Netflix

--Exposure:  Snapchat/IG stories, Instagram, Facebook, Twitter, and YouTube

--End Card:  The Pitch winner will create an endcard for their videos, which must say, “Share with a friend to brighten their mood.”

This Project will consist of 5 Phases: a Pitch Phase, a Pre-Production Phase, a Video Phase, a Revisions Phase and an Asset Delivery Phase. Be sure to read the following information carefully as well as the Official Rules.

This is an open bid project, so you’ll get to set your overall budget proposal. You can download the Budget template here.  The Sponsor would like each producer to create six videos with a cost range of $750–1,000 per video.

The Sponsor will determine whether it will select a winning submission. 

PHASE 1: PITCH - This is an open bid project, so you’ll get to set your overall budget proposal. You can download the Budget template here. The Sponsor would like each producer to deliver their suite of six videos and all of the associated assets within a budget range of $750–1,000 per video.

Submit your Pitch (What is a Pitch Phase?)  convincing the Sponsor why you should be selected to execute a Video based on one of the winning Ideas from the previous Phase using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this 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.

• Budget (REQUIRED):

  • Feel free to download and use the Tongal budget template here.

  • Please remember to account for the full list of deliverables and ensure that you are able to meet all of the camera requirements and broadcast technical specifications presented in the details above when drafting your budget. 

  • If any travel is required for your segment, you will be responsible for travel arrangements, and should include the costs of travel in your Budget.

• 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 a portion of their budget to help create the Video.  Please note the payment of the Pitch award is subject to a payment schedule determined by Tongal. Additionally, 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 the remainder of their budget. For an example of an effective Pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete. 

PHASE 2: PRE-PRODUCTION – The Filmmaker selected in 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: 

• 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.
• LOCATION – If shooting in Los Angeles, the Sponsor may attend your shoot and therefore will require Location Approval before filmmakers move on to 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.

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 3: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will each create a 3 to 5 minute documentary Video based upon their 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 the final portion of their approved budget.

--Music:  Tongal has partnered with three premiere music providers: Jingle Punks, Killer Tracks 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 4: REVISIONS – Once the Video Phase has closed, you will enter the Revisions Phase (What is a Revisions Phase?). During this phase, you will perform reasonable edits on your Videos according to the Sponsor’s feedback. 

PHASE 5: 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. In addition, to the project files you are also required to provide all raw footage on a hard drive.  You will be responsible for the costs associated the hard drive 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 8 minutes 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 thirteen (13) 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 Video 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.