Put together a robust pitch for a pair of broadcast videos and some accompanying social assets that celebrate Black Joy as a form of self-care to promote BLK, a dating app made for the Black community.
Always striving to create a warm, inviting, and supportive space - where Black Love is celebrated in all its forms - BLK is a dating and lifestyle app that's tailor-made for the black community. Uplifting and strengthening that community has been the goal since BLK was founded, and the brand has actually built out several campaigns that directly respond to some of the adverse moments that the black community has experienced. This year, as they look to their next campaign, they've decided to put Black Joy at the forefront of their brand messaging. However, instead of responding to a moment, BLK wants to create a moment: a moment centered around the truism that Black Joy is a form of self-care. And it will showcase BLK as a vehicle through which to celebrate that.
This project is not a sure thing yet, but we've been given a budget to put together several robust pitches for the project, and so the goal here is - initially - to find four filmmakers who can *quickly* put together pitches for a comprehensive campaign. If one of those pitches is then selected and BLK moves forward with it, we'd begin pre-production in June.
Your concepts should encourage young black individuals to embrace and celebrate their own unique forms of joy. Emphasize that celebrating Black Joy is a powerful tool for promoting emotional wellness and mental health. While a major goal is to create awareness around the importance of emotional wellness and mental health within the Black community, we want the focus here to be on Black Joy, not clinical mental health. Highlight the happiness of being black and what it means when black people get together: those everyday elements of Black Joy. As this campaign is all about Black Joy and celebrating the black community, you should speak to your personal connection to the black community in your pitch and what Black Joy means to you.
In terms of the videos themselves, the two broadcast videos should be clearly distinct from each other in some way. Theoretically, you could use the same talent, locations, and general theme, but if you do so, you should have very different narratives or very different messaging. For the social assets, we're looking for something native to the social platform of your choosing. These should not feel overly produced. Make sure to speak to how you plan to execute, which social media platform you'd optimize them for and why. It'd be great here to talk about your past experience creating this content or if you plan to bring on a social media expert as a consultant. Most importantly, though, the social videos should be relatable, engaging, and shareable. These will be an important part of creating a moment, content that compliments the broadcast videos in a native way that's hyper-shareable.
These videos are only the beginning of a larger campaign BLK will be running this summer celebrating Black Joy. Your videos will be the cornerstone of this campaign that may also feature influencer & talent partnerships, event activations, and community giveback. While not at all required, BLK would love to see any ideas you have around how to extend the reach of your videos into the other elements of the campaign. In your ideation here, you could suggest some names of black celebrities who could amplify the message, virtual or IRL events that promote the message of Black Joy, or suggest partners or initiatives that BLK could charitably contribute to. To be clear, you wouldn't be responsible for facilitating any of your ideations at your budget though.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 8 total video assets.
TIMELINE: HERE
EXPOSURE: We anticipate content will be used on the platforms listed below, but if casting talent, please be sure your talent reviews the required Talent Release, 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 page.
TARGET AUDIENCE:
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EXECUTIONAL MANDATORIES:
OPEN BID:
Shooting live action or stop motion? Our priority is ensuring everyone's safety, so please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We're working hard to keep people working during this extraordinary time, and you should ensure your submission is executable within the anticipated timeline and budget, while also ensuring everyone's safety.
BRAND MISSION STATEMENT - At BLK, we believe that love has the power to change the world. We provide a safe and welcoming platform for our users to connect, form meaningful relationships, and build a strong sense of community. We believe in challenging societal stereotypes and redefining what Black relationships look like.
BRAND RESEARCH FINDINGS - The primary way their audience currently addresses their emotional wellness and mental health needs is by spending time with loved ones, self-care practice (baths, massages, etc.), and exercise/physical activity. The Top 3 activities or experiences that bring BLK users joy are:
THOUGHT-STARTER VIDEOS:
PRIOR BLK CAMPAIGNS:
In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.
The most compelling pitch will be greenlit, 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.
PRE-PRODUCTION REQUIREMENTS: Prior to shooting, filmmakers must receive the below approvals from the Sponsor.
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. Additionally, there are templates that will help you clearly present cast, location, and wardrobe options to the Sponsor. They can all be accessed here.
BUILDING YOUR TEAM: Tongal supports inclusivity in all of our productions and strongly encourages you to hire diverse talent for your team. To find staff & crew in your area, check out these resources and partners.
REVISION REQUIREMENTS & RESOURCES: Once the Video Phase has closed, the greenlit submitters will enter the Revisions Phase. Filmmakers 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 any music from a library for your content, you MUST use one of Tongal's three music providers - Jingle Punks, Universal Production Music and Epidemic Sound. 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 about using each of these music providers, click on any of the providers’ names above.
If you choose to use custom or 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 the costs associated the hard drive and shipping.
To ensure a smoother delivery, please review the Export Presets, Specifications, and Project File Organization Tutorial in our Filmmaker Resource Portal.