Create a suite of interactive and craft-oriented "how to" videos that get families excited and give them something fun to do together this summer as they get ready for the release of Harold and the Purple Crayon on August 2.
Harold has grown up and drawn himself off the pages of a book, landing in the real world with a crayon made of the most mysterious, powerful, extraordinary materials on earth: imagination—and purple wax. Sony Pictures Entertainment wants you to tap into this boundless source of creativity to create a series of interactive and craft-oriented "how-to" videos that include some activities that families can do together before going to see Harold and the Purple Crayon in theaters on August 2.
The goal of this project is to promote the Harold and the Purple Crayon movie by creating a suite of content anchored by a single :60 video that demonstrates a craft-oriented activity that parents can do with their children. The activity should feel inspired by the imaginative themes of the movie, but we're primarily looking for general creative activities families can do together, as opposed to something specifically related to the movie. The hero video should feel social-first, and should capture the organic reactions between a parent and a child as they demonstrate a craft, share a tutorial, or otherwise bring a family-centric activity to life together. While the content can have an instructional "how to" element, the videos should really be more playful and engaging, and we don't want them to be sterile - you should be encouraging viewers to use their imagination!
In terms of the activities, imagination is key, so think outside the box! This is where we really want to see your creativity shine. What's most important is that the activity captures the attention of the audience, compels them to join in, and clearly communicates how to carry out the activity based on the video. We list out some thought-starters for potential activities in the Background, but do not feel limited by these — in fact, we'd prefer you to build off of these to create something a step above. While a lot of these are arts & crafts based, don't feel limited by this, and if it makes sense we're open to seeing non-art activities.
Executionally, we say "suite," but outside of the main video, we're actually just talking about a number of cutdowns, a few aspect ratios, and some localized assets for the UK and Brazil, so you don't need multiple different creative approaches here. You should plan to cast at least one adult as a parent (late 20s, early 30s) and one main child talent (middle school or junior high age range). You can cast a real family or professional talent, and you're welcome to include a second child to expand the age range of the audience if you'd like. The lead talent should feel energetic and bright, with fun personalities and the ability to clearly demonstrate whatever activity you're showcasing. We see these videos as being primarily live action, but are open to incorporations of animation throughout to subtly nod to the film's themes of imagination being brought to life as Harold's drawings come to life.
Tonally, Harold & the Purple Crayon is a funny movie, for kids and adults of all ages. Find ways to incorporate PG humor throughout that will appeal to both key audiences. We want the adults watching this to be just as engaged as their kids. Your videos will be more than a movie promo, they should be interactive videos for parents to connect with their kids any time.
Looking at the timeline, you'll see that there is a rather robust development period. Throughout pre-production, you'll be working with the Sony team to ensure that your concept fits within the parameters of the existing Harold & the Purple Crayon marketing efforts. Therefore, be prepared for potential narrative and/or stylistic pivots to your concept as we work to align your vision with the vision of the Harold and the Purple Crayon marketing team. Additionally, there will be more extensive legal review in both pre-production and post, so do note these as you review the timeline linked below. Lastly, note that you will be responsible for creating the Brazilian Portuguese subtitles, including any translation costs. We have noted where we think this makes the most in the timeline. We will also need to localize the endcard for both UK and Brasil, so make sure to plan accordingly!
For any questions or other project updates, check out the Project Forum.
DELIVERABLES: Each creator will produce 12 total video assets
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 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.
TARGET AUDIENCE: Parents AND their children
TONE/FEEL: Magical, fun engaging.
EXECUTIONAL MANDATORIES:
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.
FEATURED ACTIVITY THOUGHT STARTERS
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.
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 REQUIREMENTS: Prior to the commencement of actual production, creators MUST receive final approval from the Sponsor on the elements below. There may be multiple rounds of feedback until an element is approved.
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: Jingle Punks and Universal Production Music. 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 choose to 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.