Working with Tongal, Cost Cutters, a Regis Hair Salon brand, is looking to create a new television spot to promote its in-salon services and drive brand awareness while encouraging people to rediscover their love for Cost Cutters.

Cost Cutters is a full-service hair salon owned by Regis, located in stand-alone retail spaces. They serve customers of all ages who are looking for high-quality services at an exceptional value that leave them feeling and looking good. The stylists are friendly and professionally trained in the latest styles, colors, and treatments to give customers the look they want at an affordable price.

Working with Tongal, Cost Cutters is looking to create a 30-second and a 15-second TV Commercial (with a 6-second cut-down for online use) as well as different versions for YouTube, Facebook, and Instagram to promote its in-salon services and to drive brand awareness while encouraging people to rediscover their love for Cost Cutters. 

Interested? Please read below for additional information:

• This is an open bid project and you will need to submit your proposed budget along with your pitch. Your bids should be between $75,000 - $85,000. 
• Cost Cutters is looking to create an evergreen TV Spot that could be used any time of the year. 
• We are looking for a different take on the concept of Cost Cutters as a trusted, upbeat, on-trend hair salon. The theme should revolve around brand heritage and should encourage customers to rediscover the brand.
• The clients will be on set. Please ensure you have an assistant AD or client PA. Check out our on-set best practices here. 
• Please have a still photographer on set to capture photos during the shoot.
• While you may be granted access to a Cost Cutters location, be prepared to recreate the salon look. The client will help provide materials for this. You can check out the locations of Cost Cutters here and in assets
• The timeline is TIGHT with no room for delays. We will need rough cuts by December 3 and finals by December 14. See timeline in objectives below.

In your treatment please tell us your concept for the 30-second and 15-second TV commercial, cut-downs, as well as your take on the different digital versions. Please see deliverables below:

• 30-second TV commercial 
• 15-second TV commercial (using the same/ similar footage)
• 6 -second cut-down to be used online only for pre-roll
• 15-second male-focused version of the video (using the same/ similar footage) to be used digitally
• 15-second female-focused version of the video (using the same/ similar footage)  to be used digitally
• Stills from the shoot to be used on social media
• Please note you must also have a version to accommodate a salon specific tag at the end. (especially for the 30-second version).

For each video you will need to create the following social assets:

• 1x1 cut-down version for FB and Instagram with a thumbnail image
• 9x16 version for Instagram TV with a thumbnail image

References and Inspiration:

Digital ads that they have used in the past:

• Facebook ads that have called out seasonal messaging have often done well. They also have an animated “Brady Bunch” ad that showed multiple model headshots showcasing various hairstyles for men, women, and children.
• Display banners and google location extensions. Here are some of the better performing location extension photos, in terms of a low cost per click and higher click-through rate.

Here is a link to past videos/ commercials they’ve produced.

Inspiration:

• For spirit and cadence of the spot: https://www.ispot.tv/ad/wan_/target-expect-more-style-song-by-zedd-maren-morris-and-grey
• In showing a variety of different customers in a defining and comfortable way: https://www.ispot.tv/ad/A9qs/tj-maxx-something-for-everyone
• Showing an upbeat personality: https://www.ispot.tv/ad/7ZcR/behr-paint-deckover-dance-party-song-by-robert-parker?autoplay=1
• Examples of expected production quality, visual tone, and warmth: https://www.ispot.tv/ad/A3DW/walmart-the-best-things-in-life-are-free-song-by-sam-cooke?autoplay=1 and https://www.ispot.tv/ad/7nZT/cheerios-good-for-your-heart

The goal of this project is to create a TV commercial and other digital video content for Cost Cutters in-salon services. Your videos should aim to increase awareness and promote love of the brand (example). 

The deliverables are:

• 30-second TV commercial 
• 15-second TV commercial (using the same/ similar footage)
• 6 -second cut-down to be used online only for pre-roll
• 15-second male-focused version of the video (using the same/ similar footage) to be used digitally
• 15-second female-focused version of the video (using the same/ similar footage) to be used digitally
• Stills from the shoot to be used on social media

For each video you will need to create the following social assets:

• 1x1 cut-down version for FB and Instagram with a thumbnail image
• 9x16 version for Instagram TV with a thumbnail image

See Facebook and YouTube best practices here.

Pre-Production and Production Timeline:

Pre-production: 11/15 - 11/26 (Thursday - Monday) 

* During this time, we will need to confirm shoot dates and get approvals for: casting, location, script, storyboard, shot list, stylist, wardrobe

Winning filmmaker submits location and revised script: 11/16 (Friday)

Pre-production call: 11/16 during the call we need to confirm location and script. 

Winning filmmaker submits casting and wardrobe options for each actor: 11/19 (Monday)

Casting and wardrobe to be confirmed by: 11/20 (Tuesday)

Winning filmmaker submits storyboards: 11/20 (Tuesday)

Storyboards to be confirmed by: 11/21 (Wednesday)

Production: 11/26 - 12/3

* This includes shoot dates and editing. 

Post-Production and Delivery

Rough cut of video sent to Regis: 12/3 

Video review call: 12/4

Notes from Regis due by: 12/5

Revised video (fine cut) sent to Regis: 12/7

Notes from Regis due by: 12/10 

Picture lock by: 12/11

Assets delivered by: 12/14

Casting Notes:

• We’re looking for a multi-ethnic, female-focused cast.  
• Cast must be willing to get their hair cut and/or colored, as color is a core of the brand. This may happen during the shoot or right before the shoot.
• During casting, having video of the talent (with his/her current hairstyle) is highly encouraged.

--Key Marketing Messages: 

• Engage current and lapsed Cost Cutters customers and new potential customers. Generate excitement around the high-quality hair services that Cost Cutters has always offered at an affordable price.  
• Customers can rely on getting the styles they want from stylists they trust and walk out feeling and looking good.
• Position Cost Cutters as an on-trend, hip, and trusted salon where customers can be confident they can get the services they want for a good price. 
• Create a refreshed and renewed interest in and awareness of the Cost Cutters brand.

--Target Audience:

• Women and men of all ages who rely on their stylist to provide them with exceptional hair services for their whole family. 
• Customers who are looking to establish an ongoing relationship with a salon where they are known by the stylist and receive a personalized experience.

--Executional Mandatories:

• You must include the Cost Cutters Salons logo in your videos.
• Videos must have a title card with the URL.
• You must also provide closed captioning with your video in WebVTT format.
• Must follow the digital color and viewability standards set by Cost Cutters (guide to be provided to the pitch winner).

--Tone: Upbeat, Confident

--Brand Values: Friendly, Warm, Welcoming, Confident, On-Trend, Aspirational.

--Exposure: TV, Facebook, Instagram, and YouTube as well as the Signature Style and Cost Cutters websites.

This project is open bid and consists of a Pitch Phase, a Pre-Production Phase, a Video Phase, and a Revisions Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: PITCH - Submit your pitch (What is a Pitch Phase?) convincing the sponsor why you should be selected to execute a Cost Cutters video using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute these suites of videos.
• Links (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.
• Treatment (REQUIRED): A detailed narrative description of what's going to happen in your suite of videos. If it's helpful to you, we've provided a treatment template, which you can find here.
• Script (Optional): This should include dialogue from the video you intend to create. 
• Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across. You can download the Tongal storyboard template here.
• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc. 
• Pitch Video (Optional): This is your opportunity to be face-to-face with the sponsor and show them 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, animatic, etc. are welcome.   

The most compelling pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive a production advance subject to a payment schedule determined by Tongal. Additionally, upon submitting a suite of videos that satisfies the criteria laid out in your winning pitch, completing sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the pitch winner will then receive a final payment.

For an example of an effective pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGO Bricks” pitch video. All pitches will remain private until after the winner of the Video Phase is announced and the project is complete. 

PHASE 2: PRE-PRODUCTION - The winner from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following approvals from the brand: 

• SCRIPT - This project requires script approval before filmmakers move onto the Video Phase. The brand may provide feedback on your script and ask you to submit a new version. There may be multiple rounds of feedback.
• HEADSHOT - This project requires headshot approval before filmmakers move onto the Video Phase. You must submit at least two actor options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.
• STORYBOARD - This project requires storyboard approval before filmmakers move onto the Video Phase. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard. 
• LOCATION - This project requires location approval before filmmakers move onto the Video Phase. This means you will need to submit multiple images of your primary filming. The brand may provide feedback on your location and ask you to submit additional photos or to find a new location and submit images for that. 
• STYLIST - This project requires hair and makeup stylist approval before filmmakers move onto the Video Phase. Once chosen as a pitch winner, the brand may either approve your stylist or ask you to submit a new one for approval.
• WARDROBE - This project requires wardrobe approval before filmmakers move onto the Video Phase. You will need to submit descriptions and/or pictures of your cast’s wardrobe. You must submit at least two wardrobe options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new wardrobe options.

No filmmakers may begin shooting their video until all approvals are completed and the Video Phase has officially begun. If you begin shooting your video during the Pre-Production Phase before you have received final approval, there is a chance you will need to reshoot (at your own expense).

For your convenience, we’ve provided some helpful templates to use at your discretion. They include templates for creating a Treatment, Production Budget, Storyboards, Shot List, Call Sheet, and a Music Cue Sheet. They can all be accessed here.

PHASE 3: VIDEO - Once the Production Phase is complete, the pitch winner will need to deliver the following:

• 30-second TV commercial 
• 15-second TV commercial (using the same/ similar footage)
• 6 -second cut-down to be used online only for pre-roll
• 15-second male-focused version of the video (using the same/ similar footage) to be used digitally
• 15-second female-focused version of the video (using the same/ similar footage)  to be used digitally

For each video you will need to create the following social assets:

• 1x1 cut-down version for FB and Instagram with a thumbnail image
• 9x16 version for Instagram TV with a thumbnail image

--Music: Tongal has partnered with two premiere music providers: Jingle Punks and Epidemic Sound, any of which can be used to source music for your video 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 any of the provider’s names above. 

Tongal members interested in a more customized music solution for your project are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line. Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using Score A Score. 

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 third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your video paperwork.

PHASE 4: REVISIONS - Once the Video Phase has closed, the winning submitters will enter the Revisions Phase (What is a Revisions Phase?) During this phase, filmmakers will perform reasonable edits on their videos according to the sponsor’s feedback. 

ASSETS DELIVERY - 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 will be responsible for the costs associated with the hard drive (if necessary) and shipping.

For Tongal’s file delivery specs and any other questions you may have about post-production please click here.

1. The video MUST not exceed 30-seconds in length. The 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 be selected as a winner, 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 the sponsor.

6. Submissions must not portray the sponsor in a negative way, the determination of which will solely reside with the 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. The sponsor reserves the right to repost the contest.

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 award.

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.