Working with Tongal, American Girl wants you to bring the stories of BeForever characters Julie Albright (1970s) and newcomer Maryellen Larkin (1950s) to life on screen. 

American Girl characters have won the hearts of millions of girls over the past 25 years. When girls read their books and explore their fascinating eras, they not only have fun, they discover that there's a connection between all girls that transcends time. The BeForever line has girls who are bright and brave, creative and kind, and they all have a story to tell.

Working with Tongal, American Girl wants you to bring these inspirational characters to life in a whole new way. That's where you come in!
 

Maryellen Larkin, an enthusiastic girl growing up in the fabulous '50s who wants to stand out from the crowd.

Julie Albright, a free-spirited girl from the groovy '70s, who fights for what's right.

Please read below for more information.

The goal of this project is to create an inspirational and engaging 15-minute Short Film that celebrates and gives new meaning to the key messages in Julie and Maryellen’s stories.

Your Short Film will comprise of THREE (3) stand-alone 5-minute segments (each with a 15-second cut-down) that are cohesive enough to put together for the full 15-minute piece.

After watching the Short Film, we want viewers to take away:

• “These characters are aspirational or heroic to me and I want to engage more with them and the American Girl brand!”
• “You have your own story to tell, and American Girl wants to hear it.”
• “Become part of the BeForever storytelling legacy that spans time and crosses generations and bring American Girl BeForever storytelling to a whole new digital medium.”

NOTE: The 15-minute Short Film and THREE (3) 15-second cut-downs as well as the Social Pack: ONE (1) Behind-the-Scenes Video up to 90-seconds long and TEN (10) Stills are all due at the close of the Short Film Phase. Please upload them as separate videos when submitting your Short Film.

--Key Marketing Messages:

For the BeForever line:

• Timeless stories. Inspiring characters. Endless possibilities.
• Inspiring the best you, ever.
• Storied pasts that promise bright futures.
• BeForever connects girls with characters from the past through shared dreams that transcend time.

For Maryellen:

• I follow my heart instead of the crowd.
• It’s my time to stand out from the crowd.
• Cartoonist, rocket scientist, TV-news feature, roller-skater, and mold breaker. And that’s only part of her story.
• My friends call me the One and Only. There’s no one quite like me in the whole wide world.

For Julie:

• I’m bright and sunny on the outside. But on the inside, I’m a real fighter.
• Now is my time to stand up and fight for what’s right.
• Making a difference takes hope, determination, and a girl like me.
• Optimist, artist, eagle rescuer, ball player, and game changer. And that’s only part of her story.
• My friends call me True Champion. I’ll take a stand when life doesn’t play fair.

--Target Audience: The target audience is girls between 8 and 12, with the focus on girls between 8 and 10.

--Executional Mandatories:

• You must keep your Video rated G (avoid provocative clothing, curse words, etc.)
• Do not show any brands, logos or trademarks in your Video. Even if you love the Lakers or Yankees, save your favorite jersey/ hat/ poster for after the Video.
• Do not use American Girl brand or product if it is not authentic and if it does not organically fit into your Video.
• Do not feature competitive products - no non-Mattel® toys.

--Tone: The tone should be aspirational. We’re looking for inspiring stories about strong girl characters seizing their destinies. Please avoid an overall tone of sarcasm or irony.

--Exposure: The videos will be distributed on American Girl’s YouTube channel.

This project will be worth a total of $200,000 and consists of FOUR (4) Phases: Screenplay Outline, Screenplay, Pitch, and Short Film. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: SCREENPLAY OUTLINE - In 500 characters or less, Screenplay Outlines should establish a narrative for either Maryellen OR Julie that could be expanded into a complete Screenplay, and ultimately a 15-minute Video. Judges will determine the top FOUR (4) Screenplay Outlines. These FOUR (4) finalists will receive $500 each and write complete Screenplays in the next phase.

Submission Requirements:

• The Screenplay Outline must be original, inspirational, engaging and dynamic;
• The Screenplay Outline must provide a solid basis for a 15-minute Video that could be broken down into THREE (3) freestanding 5-minute segments.
• The Screenplay Outline must be five hundred (500) characters or less.

PLEASE NOTE THAT THE TREATMENT OPTION IS THERE FOR YOU TO UPLOAD YOUR SCREENPLAY OUTLINE IN A DIFFERENT MEDIUM (i.e. PDF or WORD doc).

PHASE 2: SCREENPLAY - (Open to the Finalists from the Previous Phase) The FOUR (4) finalists from the previous phase will write complete Screenplays based on their outlines. Each winner will receive $3,000.

Submission Requirements: 

• The Screenplay must be based upon the Phase 1 Participant’s own Screenplay Outline.
• The Screenplay must be 15 pages or less.

PHASE 3: PITCH - Submit your Pitch (What Is a Pitch Phase?) convincing the judges why you should be selected to execute a 15-minute Video based on one of the winning Screenplays from the previous Phase. The Pitch must present a clear vision for the proposed Short Film. Please note that the two actresses who will play Maryellen and Julie will be provided by the Sponsor. Pitch winners will also have a hand in selecting the talent. Each actress will be compensated $10,000 and American Girl will cover her basic travel and expenses. Keep in mind, additional costs may need to come out of your production budget. For further Submission Requirements, please see below:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Short Film.
• Portfolio of Existing Work (REQUIRED): Each Pitch must include an existing portfolio of work that clearly demonstrates the director’s ability to execute on the proposed winning Screenplay. Please link to your previous video work and specify your role (producer, director, etc.).
• Screenplay (REQUIRED): Select the winning Screenplay you want to work with from the previous phase via the dropdown menu.
• Treatment (REQUIRED): A detailed narrative description of what's going to happen in the Short Film. 
• Storyboards (REQUIRED): Additional concept art, storyboards, shot list, anything that helps get your point across.
• Headshots/Casting Boards (REQUIRED): Casting notes or concepts, headshots of actors, etc. Please note that the two actresses who will play Maryellen and Julie will be provided by the Sponsor.
• Pitch Video (Optional): This is your opportunity to show us 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, animatics, etc. are welcome.   

The TWO (2) most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $40,000 to help create the Short Film. Additionally, upon submitting a Short Film that satisfies the criteria laid out in your winning Pitch, the Pitch winners will win an additional $43,000. 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 4 SHORT FILM - The TWO (2) winners from the Pitch Phase will each create a 15-minute Short Film based upon his/her winning Pitch featuring the provided talent. Each Pitch winner will receive an additional $43,000 upon submission of his/her Short Film.

NOTE: The 15-minute Short Film and THREE (3) 15-second cut-downs as well as the Social Pack: ONE (1) Behind-the-Scenes Video up to 90-seconds long, TEN (10) Stills are all due at the close of the Short Film Phase. Please upload them as separate videos when submitting your Short Film.

Music: Tongal has partnered with TWO premiere music providers: Audioblocks and Epidemic Sound. Either of which can be used to source music for your Short Film 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 either of the provider’s names above.

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 other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your Short Film paperwork.  

1. The Video MUST not exceed 15-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 win, 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. In the event that fewer than 25 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

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 Videos 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 prize.

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.