Drive home that Space Dust IPA is "just a great IPA" with two live action broadcast videos and a suite of content that bring "great" to life in fun and unexpected ways.
Note: filming for this project must take place in the US.
The word "great" can be a fabulous word enhancer. We may use it enthusiastically, sarcastically, or even negatively. You just got a raise? Great! Your car just got a flat tire? Well, that's just great. Your boss wants you to get those TPS reports over to him asap? Greeeeaaaaaat. Maybe you just stepped barefoot in an accident your new puppy left on the rug, which is not great, but you also just took the first sip of a much-needed Space Dust IPA... so things actually are pretty great, on balance. No matter what kind of day you're having, no matter what you're doing, the experience can only be made GREAT-er with a bottle, a can, or glass of Space Dust.
But why must everything be so great, anyway? Last year, Tongal produced this epic broadcast video working off of Space Dust's tagline: "It's just a great IPA." The video, and the tagline, have been huge hits, and this year, Elysian Brewing wants to combine some other unique creative elements to create two suites of live action videos for broadcast and social that really emphasize just how GREAT Space Dust is, even if everything leading up to enjoying the beer...wasn't so great.
To play up that idea, we've already got a few concepts and thought starters in the Background, but we're not married to them, and ultimately what we're looking for is a clever, fun, and unexpected take on "great" that builds up to that "It's just a great IPA" tagline with humor and wit. Importantly, last year's video was successful because it spoke to a wide demographic of craft beer drinkers; it was accessible and unpretentious, tongue-in-cheek, and celebrated craft beer while not taking itself too seriously. Tonally we're looking to build on that here. It's also crucial that you capture Elysian Brewing's irreverent, offbeat, nontraditional sense of humor; an edgy, born-in-grunge, come-as-you-are attitude; and an unexpected and highly creative sense of fun. Space Dust IPA is fun, packed with flavor, and never takes itself too seriously, and this is your opportunity to create some content for a nationally-distributed beer that doesn't play by the rules.
Finally, these videos will be released to hit spring/summer and fall/winter, and that timing can – but doesn't have to – inform your creative approach. Your cast, story, location, etc can be the same across both suites, but consider how seasonal tentpoles can play into your creative: i.e. what does "beach body ready" mean when the body in question is a bottle or can of Space Dust? How can you show what's great about back to school – i.e., the difference in attitude for a weary professor vs a harried parent – through the lens of cracking open a fresh can of Space Dust?
For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 24 total video assets and 10 total still assets across two suites:
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: Craft beer drinkers, 21-54
TONE: Fun, irreverent, curious, humorous, witty, unexpected and memorable. Tongue in cheek, not self-serious, poking fun at the craft beer world overrun with IPAs. Elysian is never pretentious, stuffy, judgmental, or aggressive.
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects on our platform do move forward, we will 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 the project team.
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.
THOUGHT STARTERS: Consider the below to get your creative juices flowing.
ABOUT ELYSIAN BREWING AND SPACE DUST IPA:
Elysian Brewing was founded by three friends in Seattle in 1996, at a time when bold art and music defined the region and the city. Over the past 25 years, Elysian has carried this same spirit in the way they brew their beer: shaking up classic styles, using unusual ingredients, and learning through experimentation. They push creativity beyond the brews; each beer label is made by their in-house team who pull inspiration from design, photography, clay, paint, needlepoint, and even the occasional tattoo.
Elysian is a company that appreciates the human touch and noticing the fingerprints, figuratively and literally. They appreciate the creative layers and often turn to a mixed-media approach in their creative marketing.
First brewed in 2012 as a one-off, Space Dust IPA is an 8.2%ABV India Pale Ale that balances bitterness with a sweetness of hop flavors. Grapefruit, mango, and orange aromas combine with a medium body and a dry finish. Space Dust IPA is made with Chinook, Citra, and Amarillo hops and is available in pony kegs, kegs, and a variety of bottle and can sizes. Space Dust's name originates from the brew day, where leftover Galaxy hop dust (since replaced with Amarillo) was spontaneously thrown into the brew...hence, Space Dust. The beer grew in popularity within Elysian's pubs, was then bottled as part of their Manic Series, and eventually became the #1 beer in Elysian's portfolio.
The Space Dust label was inspired by the original Pop Rocks candy packaging (c 1976), and Elysian adapted the label to a hop cone – Dusty – chomping down on hop dust while in space.
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.
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 content 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 beforehand, and an account will be created for you to access the library and its features. Once your video submissions are approved by the Sponsor, 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 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.