Produce a live-action social video featuring a real claw machine filled with miniature versions of the famous Lowe's bucket.
*Owing to product availability considerations, you must be able to receive product at an address in the U.S. or Canada.*
When it comes to home improvement branding, nothing is more iconic than the Lowe's bucket. These days, DIY enthusiasts can buy an adorable, miniature version of the blue bucket to add some decorative flair to their workbench. Now, Lowe's wants to create hype for the little buckets by having a filmmaker put hundreds of mini buckets in a functional claw machine, and pull a winner to the top!
The goal of this project is to create a live-action social video that shows a mini Lowe's bucket (which is the size of a cup) being pulled up by the claw of a claw machine. Lowe's envisions fun, suspenseful music playing as the camera pushes in from a wide shot of the claw machine to a close-up of the bucket being pulled up by its handle, with an ending call-to-action along the lines of: "Mini Lowe's Buckets available NOW in stores." Lowe's will provide the chosen creator with all of the buckets needed for the claw machine, but it will be up to the creator to either create or acquire access to a machine itself.
Because Lowe's has such a clear vision for the video, your pitch should focus on how you plan to bring this concept to life, specifically: how will you build or gain access to a functioning claw machine, and what creative filmmaking techniques will you incorporate to make the video exciting. Creative flourishes are welcome to embellish the core claw-machine concept, but it's important to note that Lowe's does not required the claw machine itself to be Lowe's-branded; it's okay if it's a regular, nondescript machine too. But you must avoid the color orange on the claw machine and in the creative in general. On-screen talent can be incorporated if you feel it supports your creative concept, but it is not a requirement.
This project will operate on a very tight timeline, and pre-production will kick off soon after the Pitch Phase has closed. More promotional and product specifics will be given to the chosen creator upon greenlight. Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There is 1 total video asset.
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 we CANNOT guarantee that usage is limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: Lowe's shoppers, DIY enthusiasts, Gen Z and Millennial home improvers
TONE/FEEL: Fun, eye-catching, playful, suspenseful, and engaging
EXECUTIONAL MANDATORIES:
AI USAGE: No AI usage of any kind is permitted on this project.
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.
HELPFUL REFERENCE IMAGES:
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. Unless specifically requested, there's no need to include a budget with your submission.
BUILDING YOUR TEAM: Looking for help? Post crew and production opportunities connected to Tongal projects on Backlot - before or after the Pitch Phase. 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.
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 BIBLE & APPROVALS: Prior to the commencement of actual production, creators MUST prepare a singular pre-production "bible" document with the elements contained below, and that document MUST receive final approval from the Sponsor. We recommend that you use the bible template we provide HERE, or something very similar. The bible can be presented in stages as different elements are ready for review (i.e. it's not expected that storyboards, if required, are ready with your first draft). Apart from the below, you're also welcome to include other key items that you think would be helpful to communicate your plan (e.g. moodboards, lighting, music, shot list, etc.).
Note that there may be multiple rounds of feedback until elements are approved, and 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.
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: Universal Production Music, PrimalHouse, or Slipstream. 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 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.