lululemon is looking to create a suite of FOUR (4) 30-minute instructional based videos each with FIVE (5) 30 to 45-second break-away/ technique-based cut-downs, aimed at men who want to unlock a life of total health.
From its humble beginnings as a design and yoga studio, lululemon has evolved to become the premiere athletic and casual wear brand for women and men. Known for more than just its famous black leggings, lululemon believes in living a life of “total health,” where having a healthy mind and spirit is just as important as having a healthy body. As such, lululemon creates gear to help men and women achieve this goal through sweaty pursuits.
Unlocking a life of total health isn’t an event, it’s a journey. What will make lululemon’s video content about training unique is that the videos will show how sweating supports this total health journey. As such, lululemon wants to create a suite of videos for people with goals of living a life of total health.
Each suite of videos is meant to come to life in both a long-form, instructional, “follow-along” format for guests to consume on their owned devices (mobile phone, SmartTV, etc) along with short cut-aways that dive deep into each topic focusing on proper techniques and “how-tos” for specific exercises and movements.
There are tons of training videos, sites, blogs, and pages out there; what will set these videos apart is an approach that matches lululemon’s unique philosophy on sweat, voice, personality, and style.
In an earlier Ideation Project, we sourced four ideas on how to theme, program, and format these videos. Your pitch should explain how you would bring ALL FOUR (4) ideas to life with each idea as a 30-minute training video with FIVE (5) 30 to 45-second break-away cut-downs that show specific movements/techniques:
Details below:
The goal of this project is to create suite of FOUR (4) 30-minute instructional based videos each with FIVE (5) 30 to 45-second break-away/ technique-based cut-downs, aimed at men who want to unlock a life of total health with lululemon.
The videos will live on lululemon’s YouTube as well as social pages.
There are a lot of training videos out there, ranging from YouTube videos with one guy in his garage to sleek group and individual experiences from brands like Daily Burn and Peloton. We want something different from all of the above that fits the lululemon mindset and helps athletes at every stage of their fitness journeys set and work towards long-term goals.
The pitch winner will be paired with lululemon ambassadors who will lead the workouts in each video. Please account for the possibility of some travel (most likely regional) in your budget.
Deliverables:
Long Form Episodes:
Short Form Instructional Videos:
The workout landscape is continually changing, shifting, and adapting. Here are some things to keep in mind as you craft your pitches:
1. Workout searches fit into 1 of 4 main categories:
2. Stretching is both a pre- and post- activity as well as a workout people specifically search for.
3. People want highs and lows; for example:
4. Mash-up cross training searches are increasing; for example:
*These workouts also fit into the HIIT and LIIT categories.
5. Searches related to wearable technology are increasing:
Think about how you could best optimize your videos and deliverables based on the information above.
--Key Marketing Messages:
--Target Audience:
--Executional Mandatories:
--Tone: Educational, authentic, encouraging, optimistic
--Exposure: YouTube, lululemon.com, Facebook, Instagram
Timeline:
Pre-production: 12/10 - 12/17
Production: 12/17 - 12/31
Rough cuts due to Tongal: 12/31
Rough cuts sent to lululemon: 1/2
Notes from lululemon due by: 1/7
Filmmaker revises videos: 1/7 - 1/10
Fine cuts sent to lululemon: 1/11
Notes from lululemon due by: 1/14
Picture lock by: 1/15
Deliver final videos by: 1/16
Please check out our social media best practices guides here.
This project is open bid and consists of FOUR (4) phases: a Pitch Phase, a Pre-Production Phase, a Video Phase, and a Revisions Phase. Be sure to read the following information carefully as well as the Official Rules.
The sponsor will determine whether it will select a winning submission.
PHASE 1: PITCH - This is an open bid project, so you’ll get to set your overall budget proposal. You can download the budget template here. The sponsor would like winning filmmaker to create FOUR (4) 30-minute training videos each with FIVE (5) break-away videos that show specific key moves/techniques in 30 to 45-seconds with a total cost range between $35,000 - $45,000.
Submit your pitch (What is a Pitch Phase?) convincing the sponsor why you should be selected using:
The most compelling pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive an advance to help create the suite of videos. Please note the payment of the pitch award is subject to a payment schedule determined by Tongal. Additionally, upon submitting a suite of videos that satisfies the criteria laid out in your winning pitch, completing sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor, the pitch winner will receive the remaining amount.
For an example of an effective pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGO bricks” pitch video. All pitches will remain private until after the winner of the Video Phase is announced and the project is complete.
PHASE 2: PRE-PRODUCTION - The winner from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following approvals from lululemon:
No filmmakers may begin shooting their videos until all approvals are completed and the Video Phase has officially begun. If you begin shooting your videos during the Pre-Production Phase before you have received final approval, there is a chance you will need to reshoot (at your own expense).
For your convenience, we’ve provided some helpful templates. Please use them for this project. They include templates for creating a treatment, production budget, storyboards, casting board, shot list, call sheet, and a music cue sheet. They can all be accessed here.
PHASE 3: VIDEO - Once the Pre-Production Phase is complete, the pitch winner will create FOUR (4) 30-minute training videos each with FIVE (5) break-away videos based upon his/her winning pitch.
Note you will need to create the following social assets for each video:
Long Form Episodes:
Short Form Instructional Videos:
The cut-downs for each video are due at the same time as the rough cuts. Please upload them as separate submissions when submitting your videos.
--Video Phase Payout: Upon submitting a video that satisfies the criteria laid out in your winning pitch, completing the sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor, the pitch winner will receive the final payment.
--Music: Tongal has partnered with three premiere music providers: Jingle Punks, Killer Tracks and Epidemic Sound, any of which can be used to source music for your Video submission to this Project. 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 separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.
Tongal members interested in a more customized music solution for your project are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line. Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using Score A Score.
If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your video paperwork.
PHASE 4: REVISIONS - Once the Video Phase has closed, the winning filmmaker will enter the Revisions Phase (What is a Revisions Phase?). During this phase, filmmakers will perform reasonable edits on their videos according to the sponsor’s feedback.
ASSETS DELIVERY - 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 will be responsible for the costs associated with the hard drive (if necessary) and shipping.
For Tongal’s file delivery specs and any other questions you may have about post-production please click here.
1. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you be selected as winner, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
3. In the event you utilize any third-party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.
4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of the sponsor.
6. Submissions must not portray the sponsor in a negative way, the determination of which will solely reside with the sponsor.
7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
8. Videos must be in the English language or subtitled.
9. Limit 5 submissions per member, per phase.
10. You must be at least thirteen (13) years or older to enter.
11. The sponsor reserves the right to repost the contest.
12. In addition to the judging criteria stated in the OFFICIAL RULES, pitches will also be evaluated on that member's ability to execute the final video based on their prior work and experience as a filmmaker.
13. The sponsor will be entitled to reasonable revisions on the finished videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.
14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning videos, as well as a photograph/headshot OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your award.
15. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.