Confront your deepest fears and produce a short and unexpectedly scary live action social video that reveals the forthcoming release of the official coloring book for the iconic horror films IT and IT: Chapter Two.
Welcome to The Loser's Club people. Whether you were lured here by the sight of a red balloon, or whether you were already seeing visions of Pennywise the Dancing Clown, we're going to have some fun with two of the most unforgettable horror films in recent memory: IT, and IT: Chapter Two. This summer, Warner Bros. Discovery Consumer Products Publishing is releasing "IT: The Official Coloring Book," and adult fans will be able to encounter Pennywise the Dancing Clown and relive the twisted horrors that live within the sewers, with a collection of all-new artwork featuring the most creepy and memorable moments from IT and IT: Chapter Two. This coloring book has more than 60 pages of detailed, frightening illustrations that capture the thrills of this iconic horror story - and fans need to see it, so we're going to create some equally frightening social content to reveal it and drive sales.
The goal of this project is two create an unexpectedly scary and visually captivating live action social video, running anywhere from :15 to :60, featuring the IT Coloring Book. We say "unexpectedly scary" but we don't necessarily mean this is about creating some kind of "jump scare," although that's certainly something we're open to seeing. The key thing here is that this feels unexpected and that it captures the deep, atmospheric dread of IT and IT: Chapter Two, while showcasing the incredible artwork that makes this special, and also clearly communicating that this is a coloring book (which is itself unexpected, right?), so that we can actually drive sales. There are a lot of different ways you could go about this in a video, and if you're a fan of Pennywise, you know there's also some room for dark humor, and there are a ton of iconic visuals that you could call upon as you conceptualize your approach.
The runtime is up to you, within limits, and the creative approach you take, but you should be deliberate with your creative decisions. Since people aren't necessarily expecting a coloring book, you want to think about how you can hook the audience quickly, and sustain their attention long enough to reveal the coloring book itself. Perhaps that's about teasing the visuals with your camera work and your editing. Certainly, you'll need to showcase the actual coloring book, and we're open to seeing shots or sequences where you're coloring in between the lines. With regards to the "iconic visuals," be careful that you don't lean too far into anything that could distract from the coloring book - that is, we don't want to spend too much of the video on a shot of a red balloon or a paper boat. If you want to include talent that resembles Pennywise in any way, even if it's just hands, or an over-the-shoulder shot of Pennywise coloring in a page, we'll want to see your plans for how you'll be able to accomplish that, so we don't run afoul of hardcore fans out there that'll be paying close attention.
We're open to some form of stop motion, even if only a few short beats, but it's not at all a requirement. If you have a compelling case for limited 2D or motion graphics, we're also open to it, but it's more likely that we'll only need some sort of text CTA at the end of the video. Keep in mind that you'll be delivering for both 9x16 (primary focus), and 16x9, and it'd be ideal if you weren't merely cropping and reframing to make these two assets work. That may require some limited additional photography. In terms of existing assets, the coloring book will be provided, but you won't be able to utilize any clips, music tracks, or sound effects from the two films.
Have some fun with this, and tap into audiences’ lingering fears. For any questions or other project updates, check out the Project Forum. Otherwise, it's time to float.
DELIVERABLES: There are two total video assets.
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: You'll be provided with a high-resolution digital copy of the book, and any practical photography of the cover or the pages of the coloring book itself will require printing on your end, using high-quality paper. Additional details will be provided during pre-production.
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: Horror and pop-culture fans
TONE/FEEL: Scary, surprising, exciting, and atmospheric, with a hint of dark humor if that makes sense.
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.
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 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, 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.