Produce a unique, fun and social-savvy video that can be used to whet people's appetites and show how New York Bakery's Texas Toast puts the FUN in Family Pasta Night...yUm!
Product will only ship to the United States and Canada, so while you can be based in another country, if product is needed for your execution you must be able to receive the product at a US or Canadian address.
Ever sit down to a spaghetti dinner and feel like you're missing something? Maybe that little homemade touch that doesn't take hours of prep time and multiple phone calls to your nonna for help to make? What about coming home after work, telling your kids it's pasta night and being met with preteen whines of "But I want Chipotle" crushing your spirit and making your ears ring with the sound of your nonna sighing. Whether you're looking for a convenient addition to your meal, a touch of homemade, or something to bring the fun to your family pasta night, the folks at New York Bakery, the very folks behind America's favorite Texas Toast, have you covered. The name of the game is full flavor, amazing taste, and homemade goodness. And good taste is fun, and we're going to have some fun here, because NYB wants to celebrate their Texas Toast with some thumb-stopping, social-savvy content, and they're giving you a lot of freedom in how you do it.
The goal in this project here is to get the word out about New York Bakery by building some kind of exciting social video around it. At the most basic level, we'll be looking for two up to :15 hero videos and we certainly want a creative approach that clearly shows off New York Bakery's Texas Toast while amplifying the brand's core message (e.g. "New York Bakery Brings Joy to Everybody!"). Outside of that New York Bakery wants to show how adding their Texas Toast, as a meal, a snack, or anything in between, brings the fun to the table. Beyond that, you also have a ton of freedom in what you're actually creating, and how. The brand is open to unique, out of the box concepts and no medium, style, or approach is off the table.
You might consider an awesome motion graphics concept; or a short, wholesome, and comforting animation; or a live-action depiction of a lackluster dinner where a family is eating spaghetti and meatballs, the kids are nearly falling asleep at the table before mom kicks in the door with a tray full of Texas Toast; or you go for stop-motion and bring us New York made of their different bread products. This is a great opportunity stretch your creativity by finding an idea that resonates with you and creating a unique and eye-catching social video around it.
Regardless of your execution, you'll still likely need at least some motion graphics and text, since messaging is still necessary, but it's up to you whether or not you make it a feature component. Dialogue and VO are certainly on the table too. If you're featuring physical product in your approach, you'll want to be thoughtful and particularly creative about you feature it - we want it to shine and feel like the hero if it's going to appear. Regardless of your execution, New York Bakery will be able to provide specific guidelines and direction on how you should effectively film or capture their products. Having a dedicated food stylist isn't a mandatory, though we'd highly suggest it. We'd also suggest, if applicable, highlighting any experience you or your team have with food content.
This is not necessarily about creating a traditional narrative. We're looking for clever, wholesome, and depending on the execution, slightly humorous content. The brand wants to see executions that are unique and fresh - like their bread. While these can feel polished and professional, depending on your execution, and brand, they could also be lo-fi smartphone-shot content. We're not, however, looking for elaborate "commercial" executions. Creatively, the target audience for these videos is families, and typically families with children, so please keep that in mind as you develop your concepts. You should remember to demonstrate the benefits of the products - maybe that's minimal prep time, quality ingredients, or homemade taste, etc. - but beyond that, it's really how you're delivering your message, and the visuals you're pairing with that message, that will be key.
Each video will have a 16x9 version as well as a 9x16 version so some thought should be put into how the 9x16 versions will be optimized for vertical; as they should not simply be a center-cut reframing. 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.
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: 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:
TONE/FEEL: Warm, Humorous, Comforting, Savvy, Celebratory, Fun.
EXECUTIONAL MANDATORIES:
OPEN BID:
MORE ABOUT THE BRAND:
HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
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.
STOCK FOOTAGE: Tongal has partnered with the stock footage library STORYBLOCKS, which can be used to source video clips, photography, and After Effects templates for your video submission to this project. Video or photo content from Storyblocks is available at no charge, solely for incorporation into submissions on this project, and will not require a separate Release Form. If identifiable people or intellectual property appears in a video clip or photo, you may only utilize assets that are clearly marked “Model released: Yes” or “Property release: Yes” on the clip description pages. You may not use any audio.
If you intend to use Storyblocks, inform your Tongal producer, and an account will be created for you to access the library. Once assets are approved for delivery, you must provide a complete list of all Storyblocks content that you used via our template HERE.
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.