Produce a suite of entertaining and social savvy product demo videos that spotlight specific products in the Loctite Adhesive line by finding clever ways to demonstrate their functionality.
Loctite®, the brand behind your favorite consumer and professional adhesives, has just launched the 2nd Chance Initiative with Habitat for Humanity, which will take a condemned home in the Cleveland area and completely renovate and restore it, before a new family moves in. It's a big initiative for them, so they're already making a lot of content for it, but almost all of it is focused on the initiative itself - not the actual Loctite products that are enabling so much of the work. With that in mind, Loctite wants to develop some social-first content that they pair with everything else, and make sure that they can show off their products' application in way that is entertaining and visually interesting.
The goal of this project then is to create a suite of 5 different social focused product demo videos that put each product's utility & function front and center. This is not about making a How To video, nor is it a history of the product or an explainer about its use-cases. Instead, this is about showing what each product can actually do, and showing that off in a clever and eye-catching way that is also quick and direct. We want to have some fun with this, because, while consideration should be given for both safety and realism, you do not need to show "typical" uses of the product. Most typical uses of the product just aren't that interesting, visually, and we want to stop people in their tracks here.
Think outside the box about what the product can do, as opposed to exploring its intended usage. For example, you could take PowerGrab, apply it to a wooden handle, stick that handle to a ceiling, and then a few seconds later - in realtime - show that handle holding something else, like a cinder block, a bag of tools, or even... your talent? That right there is the kind of demo we're talking about. It's unexpected, it's clever, and it's a visceral example of the utility and function of the product. There are 5 products in total, and you'll need a different video for each individual product. You'll find the products and their descriptions in the Background. Your videos should be able to stand alone, but they should also all feel cohesive in look & feel.
Given the need for a product demonstration, these videos need to be live action and show actual product use. The brand does also want to see on-screen talent utilizing the product, whether that means it's a real personality driven piece led by talent speaking directly to camera, or something with close-ups that only show a professional's hands and arms, or a dialogue-free execution where the product's use does all the talking. Whatever the approach, the brand would prefer to reuse the same talent and location throughout the demos. The preference would be to have the selected location be - or present as - an active worksite or home remodel, as opposed to a studio set. If you are local to the Cleveland area Loctite has offered up the actual house they're renovating for the Second Chance Initiative as a location option, though this is not a mandatory to use this location.
For cast, it'll be a requirement that you film with someone that has experience with some of the products, tools, and mediums involved. It doesn't necessarily have to come through in the video, but we don't want to put Heavy Duty adhesive in the hands of any random actor. These are videos geared towards professionals, but should still be accessible to a general audience who might just be watching the videos for their entertainment factor.
While we want these videos to feel polished and professional, and clearly demonstrate the product, they can absolutely be lo-fi smartphone-shot content, and there's no real need for elaborate "commercial" executions. They should ultimately feel organic and native to the social platforms they're being created for. VO is welcome if it helps, but it's not a mandatory, and the brand is open to stylized motion graphics or on-screen text too, if they further the visuals. While Loctite aims to pair them with 2nd Chance Initiative content, the initiative doesn't have to factor into your content, nor do you have to mention it or incorporate any 2nd Chance Initiative graphics. In terms of the brand, these videos don't need to be shot on a set full of Loctite colors and logos, but they should still feel ownable by Loctite.
In your pitch, the brand would like to see 2-3 options of creative concepts with some information about how you plan to spotlight the product's use with that approach. The brand team will then work with you if you're greenlit to hone the concepts. Feel free to include links to any existing videos (they don't have to be your own) that represent the style you'd be aiming for. In the Background section you will find some reference videos to help orient you to the brand's tone along with examples of their long-form product demos.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 10 total video assets.
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: 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: Ages 25-65 years old who are:
TONE/FEEL: Engaging, relatable, informative, and inspirational.
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.
PRODUCTS EACH RECEIVING A DEDICATED DEMO:
END TAGS TO INCLUDE:
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.