Capture immersive, relatable, and vibe-y live action social content, as well as a cinematic vlog-style video, that takes viewers on an epic adventure along the iconic Road to Hana in Maui, Hawaii, and reinforces how T-Mobile keeps people connected on every journey.
*THIS IS A FAST-MOVING TIMELINE WITH PRODUCTION HAPPENING BETWEEN 3/24-3/30*
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 on an epic adventure. And sometimes those epic adventures take you to incredible locations like the iconic Road to Hana, a 64.4 mile highway on Maui, Hawaii, which is known for its scenery and cultural landmarks. This popular road trip destination includes waterfalls, rainforests, and historic sites. T-Mobile wants you to create content about a group of friends' epic road trip along the Road to Hana that feels authentic and relatable to a Gen-Z audience. This content will also highlight T-Mobile's partnership with Shell and the perks that T-Mobile offers to their customers through this partnership.
The goal of this project is to create a suite of stylized live action social content, with both video and photography that feels immersive and in-the-moment. The suite will include two short :25 vertical videos, one up to 2 minute vlog style video, and 20 accompanying photo stills. T-Mobile is looking to explore a concept involving a group of friends embarking on the iconic Road to Hana. Before the adventure begins, they'll fuel up at Shell, using their T-Mobile perks, of course. This moment not only highlights the savings but also reinforces how T-Mobile keeps people connected on every journey. The content should be inspired by two of T-Mobile's brand pillars (Value and Connection), which we've described in more detail in the Background below.
When it comes to the vertical videos, creatively, there is a specific vibe we're going for here. We're looking for content that feels relatable, organic, and authentically social, and that truly connects with the Gen-Z audience. 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 a very particular kind of modern playful vibe. You should let the visuals lead the stories, and capture something that can show how everyday life and experiences are enabled by T-Mobile.
The vertical videos should feel fast-paced and visually engaging, with one optimized for Instagram/TikTok and the other for YouTube Shorts, so while they can include a lot of the same content, you should look to stylize each video to be fitting to the intended platform and consider how to include typography, graphics, or different editing styles for each. Creatively, there is a specific vibe we're going for here. We're looking for content that feels relatable, organic, and authentically social, and that truly connects with the Gen-Z audience. We're staying away from voiceovers, dialogue on screen and overly focusing on faces. 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. This is probably where you bust out the wide angle / 0.5 lens and have some fun.
In addition to the organic social content and photos mentioned above, T-Mobile is also looking to create a cinematic horizontal vlog-style video documenting the friends' journey, starting with a quick stop at Shell to fuel up using their T-Mobile discount, which will live on YouTube (inspired by the Value brand pillar). This vlog-style video should take viewers on an epic adventure along the iconic Road to Hana, seamlessly weaving in how easy it is to redeem T-Mobile’s Shell perk for discounted fuel. The tone should be engaging and aspirational, incorporating voiceovers and talking-to-camera moments to bring the experience to life. Unlike the vertical videos, 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. Overall, they really want to lean into scenic landscapes, candid moments, and authentic storytelling while conveying how T-Mobile facilitates the journey.
In terms of casting, there should be diverse Gen-Z talent within each suite. You can also get creative in how you shoot talent; You can also check out the Background for some video references of some recent content we've created fitting within the target motion approach. T-Mobile will also coordinate which Shell station we can film at and there may 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 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.
Please note you do NOT need to be based In Maui 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. Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 3 videos and 20 total photo assets.
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. Additionally, all photos taken will need to be provided on a hard drive. 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.
HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
Suggested shots for still photos (and please note that while we would like to see images centered around these key moments, please feel free to include a creative expansion or adjustment to shot suggestions, as long as they achieve the goal messaging):
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.
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.
The most compelling pitch will be greenlit by the Sponsor, and the responsible creator will then receive an email from Tongal producers detailing next steps. All submitters will also receive an automated email notification that a selection has been announced. To ensure you’re receiving project updates, review your email settings to check that you haven’t unsubscribed.
Creators who’ve been selected will receive funding upon completing the Winner Affidavit and the IP Assignment. Payment of the pitch funds is subject to a payment schedule determined by Tongal, typically included with the project timeline.
PRE-PRODUCTION REQUIREMENTS: Prior to the commencement of actual production, creators MUST receive final approval from the Sponsor on the elements below. There may be multiple rounds of feedback until an element is approved.
If you begin production before you have received final approval, you may need to reshoot or reanimate at your own expense.
For convenience, we've provided some helpful templates that you can consider using for pre-production materials, and they can all be accessed here.
BUILDING YOUR TEAM: Looking for help? Post crew and production opportunities connected to Tongal projects on Backlot. Backlot includes search tools to help you find collaborators and crew by role, skill set, location, and more, for productions of any size and type. Tongal also supports inclusivity in all productions, and strongly encourages you to hire diverse talent for your team. To find additional options for staff & crew in your area, check out these resources and partners.
REVISION REQUIREMENTS & RESOURCES: Once Content has been submitted and the initial Production Phase completed, greenlit creators will enter into Revisions. Creators will perform reasonable edits on their videos according to the Sponsor's feedback. Check out our Filmmaker Resource Portal to access helpful post-production resources like Text-Safe Guides for different platforms, Project File Organization Tutorial, Export Presets, and Captioning services.
MUSIC: If you use music from a library for your content, you MUST use one of Tongal's music providers: Jingle Punks and Universal Production Music. 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 Music Release Form. To learn more, click on any of the providers' names above.
If you choose to use original music, you must fill out and submit our Music Release Form. Please ensure your composer reviews and signs this form BEFORE beginning their work.
ASSET DELIVERY REQUIREMENTS & RESOURCES: 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. You are responsible for any costs associated with the hard drive and shipping. Tongal also reserves the right to request all raw files associated with the project.
To ensure a smoother delivery, please review the Export Presets, Specifications, and Project File Organization Tutorial in our Filmmaker Resource Portal.