Produce a elevated photography-driven set of visual assets that demonstrate a leading laundry detergent’s superior performance, such as deep cleaning, color protection, and anti-pilling, through clear product demos.
This product will only ship to the United States and Canada, so while you can be based in another country, you must be able to receive the product at a US or Canadian address.
"Seeing is believing," as they say, and that's especially true when it comes to a laundry detergent's powerful cleaning performance. There's nothing quite like a good before-and-after visual when it comes to laundry detergent, and it's all the more gratifying when you can see how well it protects fabrics and colors too. That's what brings us here now, as one particular premium detergent brand is looking to show consumers what its latest technology can do with a suite of high-quality assets driven by before-and-after comparisons with real laundry.
The goal of this project is to create that full suite of content, with a collection of compelling imagery that showcases the brand’s key benefits - deep cleaning, color protection, and anti-pilling, and deep cleaning - while also conveying the confidence that comes in having well-cared-for clothing. This is primarily still photography, but it'll be supplemented by a few short video assets, each no more than :06, which will also help to illustrate the performance advantages, and function more like GIFs than proper :06 bumper ads. Although not every single image will show a true before-and-after comparison, that comparison is at the heart of this, and the brand is really looking for a creative way to present some of the before-and-after visuals. The brand is doing all the testing of these garments and materials which will be provided - once ready - to the greenlit filmmaker. There will also not be any need to shoot stills/video of the actual product or detergent. We are looking to you to bring the photography/videography skills and the creative idea on how to present this demo content and execute. The rest of the pieces to the puzzle - clothing, materials, tested materials, etc. - will be provided.
Before we get into what that creative approach might look, in terms of execution, production should take place in a cyc studio environment. The brand is open to using colored backdrops that are on brand or shooting on white. We're looking to shoot this is in a place that to gives a lot of flexibility as well as isn't distracting as the core focus of this project is to show the before & after demos in the most visually clear way. That'll enable both more straightforward side-by-side before-and-after demonstrations, while also leaving the door open to more visually striking approaches. In addition to the before-and-after executions, you'll also need to get macro shots of fabric to highlight pilling, and shoot some fabric swatch testing to clearly illustrate performance. You should also anticipate featuring 2–3 talent across both still photography and video, with one shoot day planned to capture the full range of assets. You will collaborate with the sponsor ahead of the shoot to develop a must-have shot list that ensures all critical demonstrations are covered. While the sponsor will not be on set, a live-feed should be available for both photo and video so stakeholders can monitor the shoot and provide minor adjustments in real time if needed. With regards to text, graphics and CTAs, they should something considered in framing, however, you will not be responsible adding these elements. The stills and video we are looking to deliver will be assets that the brand's internal design and assets team will resize, adjust, and utilize after delivery.
Creatively, something clever and a little unexpected will go a long way - whether that comes through in production design, or camera angles, or talent, or some other conceptual element. This is especially true for the videos but one should influence the other in terms of being able to pull stills from the staged video scenarios. We are showing pretty conventional side-by-side comparisons of the brand's results against their competitors. The unconventional idea comes from the brand wanting to do this in a way that nets them the straight forward and clear for their usual asset creation, as well as a host of additional assets that show off this same side-by-side comparison content in ways that are exciting, atypical, and engaging. Perhaps you could draw inspiration from the iconic Mac vs. PC ads of the late 2000s, in the way where they confidently highlight product differences; perhaps you talent walking toward camera where a value-detergent user pauses to inspect faded clothing while our hero brand's user continues forward confidently; or maybe you lean on some panning shots that reveal multiple value-detergent outcomes contrasted against one standout result from our brand. Otherwise, the visuals should highlight benefits such as deep cleaning, color protection, and reduced pilling - results that are both visible and tangible for consumers. The visuals should feel clear and demonstrative, yet engaging, reinforcing the brand’s performance advantage compared to a leading value detergent. Creatively, this should feel less like a traditional detergent ad, which you might expect to be a little more clinical, and more like a fashion ad, where style, confidence, and character come through, and help to elevate the brand.
For your pitch, please outline how you plan to elevate the demonstrations, including your proposed shooting approach, any location considerations, and visual references (AI-generated references are welcome) to help communicate how you envision the final look and feel. Final deliverables will include a batch of retouched and lightly edited still photographs for use, along with the raw still assets captured during production.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 30 total photography assets and 5 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 we CANNOT guarantee that usage is limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: Customers using other detergents, Customers aged 30-50
TONE/FEEL: Demonstrative, premium, clear, confident, bold, fun, slightly humorous.
EXECUTIONAL MANDATORIES:
AI USAGE: You may not use AI generated visual or audio assets in your final content. However, for the purposes of your pitch and pre-production materials, you are welcome to use generative AI to create visuals, storyboards, animatics, proofs-of-concept, etc. that might help the Sponsor understand your vision for creating the final content. Additionally, assistive AI tools (e.g. object removal, compositing, color grading, sound mixing, subtitling, etc.) may be used in post-production to supplement your workflow. Please keep record of any AI usage deployed in your submissions in the event that the Sponsor requests AI disclosures. If you have questions about any specific usage or tool, please ask your Tongal producer.
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.
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. Unless specifically requested, there's no need to include a budget with your submission.
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 BIBLE & APPROVALS: Prior to the commencement of actual production, creators MUST prepare a singular pre-production "bible" document with the elements contained below, and that document MUST receive final approval from the Sponsor. We recommend that you use the bible template we provide HERE, or something very similar. The bible can be presented in stages as different elements are ready for review (i.e. it's not expected that storyboards, if required, are ready with your first draft). Apart from the below, you're also welcome to include other key items that you think would be helpful to communicate your plan (e.g. moodboards, lighting, music, shot list, etc.).
Note that there may be multiple rounds of feedback until elements are approved, and 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: Universal Production Music, PrimalHouse, or Slipstream. 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 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.