Bake and assemble an extravagant gingerbread version of a Lowe's store and create a festive social video showing off the final product.
Gingerbread season is around the corner, and this year, Lowe's is looking for a skilled baker, food artist, or gingerbread creator to build and film a custom holiday masterpiece: an edible Lowe's store, brought (or baked?) to life as if it existed at the North Pole. They want to inspire a little joy by showing off the delectable architectural details and charming holiday touches, while also revealing the DIY creativity behind it, because in so many ways, building a gingerbread house is just like any good home improvement project.
The goal here is to produce a singular social-first live-action video for Lowe's to publish on Christmas Day itself, and spread holiday cheer while celebrating DIY creativity and the Lowe's brand. The video should be no more than :45, and it should showcase an array of adorable details, starting with the store exterior and ranging all the way down to custom mini gingerbread accessories, like tools and Lowe's signature blue buckets. Part of this video will be about the reveal and the showcase itself, but we'll also want to see some of the creative process behind the making of the gingerbread store, as that part helps to make this the perfect holiday social post for Lowe's in particular, celebrating real craftsmanship, engineering, style, and DIY enthusiasm at its finest. Lowe's would really like to see some sort of creative approach or clever edit that can combine these elements in a seamless way.
They're wide open to different creative approaches in general, and this really isn't about messaging or product, so think about the art and the storytelling, and what's going to surprise and delight the audience. Beyond the gingerbread components, we also encourage you to think of how the production as a whole (filming techniques, wardrobe, set design) can contribute to the cozy holiday atmosphere. Though not required, you are welcome to feature talent in the video if you think it supports your creative concept. We don't expect any VO or dialogue, and what limited messaging we have will be confirmed in the pre-production phase, but it will likely just be text along the lines of "Merry Christmas and Happy Holidays from Lowe's."
FOR YOUR PITCH: The most important element that we'll need to see is exactly how you will execute the gingerbread house build — are you a master gingerbread house builder? Will you partner with a professional baker? Do you fortuitously know a ginger bread house content creator? Executing the gingerbread house build at a high level is the ultimate priority for the video, so we'll need to see past work examples of your team displaying this capability. It's also important to note that this project will operate on a tight timeline, and pre-production will kick off soon after the Pitch Phase has closed so we encourage you to be thorough in your pitch to help us get things started efficiently. It also might be a good idea to lay out any timing necessities your team anticipates around getting the gingerbread house design approved and then built to ensure all deadlines can be met.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There is 1 total video asset.
EXPECTED TIMELINE: 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: Lowe's shoppers: Homeowners, DIYers
TONE/FEEL: Seasonal, nostalgic, fun, engaging, cozy, clever, creative
EXECUTIONAL MANDATORIES:
AI USAGE: No AI usage of any kind is permitted on this project.
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:
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.
BUILDING YOUR TEAM: Looking for help? Post crew and production opportunities connected to Tongal projects on Backlot - before or after the Pitch Phase. 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.
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.
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.