If not the city, then what is humanity’s greatest creation? Cities are living, breathing collective organisms with distinct personalities and energies. They are the setting for some of literature and film’s greatest stories -- some already written, some yet to be. Cities are possibility in its most unbridled and unpredictable form.
This possibility, this endless reservoir of stories is what makes LEGO City such a fascinating line of toys. Constructing the actual vehicles and buildings is really just the beginning. When the last brick is snapped into place the limitless stories with their limitless characters begin.
LEGO is asking Tongalers to ideate and create videos around two exciting new LEGO City themes: Airport and Coast Guard. Boats, airplanes, heroes, and villains – what more could a storyteller ask for?
The goal of this project is to create compelling and exciting 2 minute animated videos centered around the LEGO City Airport and Coast Guard themes. Videos should highlight the breadth and limitless “cool potential” of the LEGO Airport and Coast Guard themes.
Creative should be told for (or from) a kid’s point of view. So let’s have lots of action, plot twists, and loads of fun, but keep the storyline at least somewhat grounded in realism. After all, were talking about THE CITY here: grit is good! And details are important, as LEGO is also seeking to bring depth to this line. Watch young kids play and you’ll see immediately that they have a great instinct for STORY. They don’t wait to develop the conflict…and they love being in control as the plot thickens -- thus the importance of specifically highlighting:
1. A “problem/set up” (i.e. bank robbers are escaping by boat)
2. A “solution” empowering kids to use their imaginations to solve these problems with their imaginations and the heroes of LEGO City.
--Major Themes: The LEGO City Coast Guard and Airport themes must be featured. Use one or the other or both in combination. We just want an awesome story featuring these two themes.
--Tone and Key Elements:
• Humor – Humor is your catalyst ingredient: use it to turn the action and drama into a fun break-away.
• A call for heroes! – A strong call for action talks directly to the boys and adds a sense of urgency and excitement.
• Bumbling Crooks! – The crooks are everywhere, stealing everything -- regardless of its value...BUT they always get caught!!
• Plot Twists – Unexpected twists and turns will only make the stories more engaging, but don’t force it…these should feel natural to your story.
• Special Effects – While by no means a requirement, if it’s at your disposal don’t be shy in trying to make these cinematic.
• LEGO City characters can only say “Hey!!!” or make noises; no talking (please reference the mini movies) http://city.lego.com/en-us/Movies/Default.aspx.
• Only yellow characters (no ‘fleshies’).
• No grim “Tarantino” violence, aggressiveness, profanity, etc.
• Do not use buildings or models that are not part of the LEGO City assortment.
• If you use a backdrop, please make sure that they use the LEGO City skyline.
• You can mix the Coast Guard and Airport themes together.
• You can use other themes from LEGO City, however Coast Guard and/or Airport must be the star of the show. You can check out some preliminary artwork for the Airport and Coast Guard sets to be released, here.
--Target Audience: Boys 5-11; sweet spot is 5-6 boys. It should be simple and humorous for a 5 year old, yet “cool” enough to potentially engage the 8-11 boys. Communication sweet spot is Boys 6-8 and the target audience is Boys 5-12.
--Exposure: This creative will live online via LEGO.com/city and the LEGO YouTube channel. This content may also be featured in LEGO brand retail stores nationwide.
This project will be worth a total of $45,000 and consist of three phases, an Idea Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: IDEA – Tell us your Idea for a LEGO City Coast Guard and/or Airport Video in 140 characters or less. Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video. As always, Ideas should be clever and engaging. Winning Idea creators will each receive $500 and a 5% one-time residual payment for every winning Video their Idea is used to generate. (That means if your winning Idea is the basis for the 1st place Video, you will receive $750, the 2nd place Video $500, the 3rd place Video $250, the 4th place Video $200, the 5th place video $150 and the sixth place video $100)
PHASE 2: PITCH – Using text (500 characters or less), images (storyboards), video, and external links (to other supporting assets, i.e., your reel, etc.), give us your Pitch (What Is a Pitch Phase?) for how YOU would go about producing a 2 minute animated video based on one of the winning Ideas. The FOUR most compelling Pitches will be selected and will receive $1,000 to help create their Video. Those winners (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your Pitch is selected and you submit a video during the Video Phase, you will win an additional $2,000, at a minimum, and have a chance to compete for the $15,000 first place Video prize (subject to deduction for one-time 5% residual payment). Remember your Pitch can include any, and all, of the assets mentioned above and you MUST include a link to some of your previous video work on Tongal or elsewhere to be considered for this phase. For an example of an effective pitch, check out Erik Beck’s winning “3 Artists & 5,000 LEGOs” Pitch. All Pitches will remain private until after the winners of the Video Phase are announced and the Project is complete. Keep in mind, if you don’t win the Pitch Phase or choose not to create a Pitch, you will still have the opportunity to create and submit a “Wild Card” Video.
PHASE 3: VIDEO – The FOUR winners from the Pitch Phase will create a 2 minute animated video based upon their winning Pitches, and all other creators are invited to enter a “Wild Card” (What Is a Wildcard?) submission that is not based on any winning material from the previous phases. The Judges will score all Wild Card Videos and the two (2) highest scoring Wild Card Videos and the 4 winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase. Remember, the FOUR Pitch winners, along with TWO non-Pitch Video creators, will receive prizes.
--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $15,000, 2nd place $10,000, 3rd place $5,000, 4th place $4,000, 5th place $3,000, and 6th place $2,000 (less any 5% one-time residual payments paid to Idea winners, as applicable).
--Music: Noise/Racket is a Music Supervision and Artist Management company working with a select group of clients and artists to bring the best new music out into the rest of the World. A selection of Noise/Racket music will be available to Tongal members at no charge solely for their incorporation into Tongal members' submissions to this Project. Tongal members are encouraged to browse the Noise/Racket catalogue, available by clicking on this link: http://www.noiseracketmusic.com/. If you are interested in using a track from the Noise/Racket roster, as described above, simply download the track by clicking the "download" button, which will initiate the music file download. You may only use THREE Noise/Racket tracks maximum as part of your video submission.
1. Videos MUST not exceed 180 seconds in length. Preferred format 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.
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, 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. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of LEGO.
5. Submissions must not portray LEGO in a negative way, the determination of which will solely reside with LEGO.
6. Videos must be in the English language or subtitled.
7. Limit 5 submission(s) per member, per phase.
8. Minimum 50 Pitches, or the contest will repost for 14 days.
9. Sponsor will be entitled to one reasonable round of 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.
10. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, and Music Releases for all assets appearing in the video as well as the project files, editing sequence and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at either 1920x1080 or 1280x720 to claim their prize.
11. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES SOLELY THE PROPERTY OF TONGAL – 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 WEB SITE 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.
12. 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.
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