Create a suite of video and static assets for Advance Auto Parts, showcasing the exceptional quality and key benefits of five premium automotive brands that have products available for purchase at their store online: Walker, Fel-Pro, National, Moog, and Monroe.
Advance Auto Parts has built a reputation for delivering trustworthy, reliable products that empower both DIY-ers and professional mechanics to tackle any automotive challenge with confidence. As a trusted partner for all things automotive, they are dedicated to keeping drivers on the road with top-notch tools, parts, and resources. Now, their team is expanding this commitment by creating a suite of dynamic content to spotlight five of their most premium, trusted brands: Walker, Fel-Pro, National, Moog, and Monroe. The new content suite will showcase the unique value that each brand brings to the table, helping customers to make informed decisions and underscoring Advance Auto Parts' mission to provide the best parts for every project, big or small.
The goal of this project is to create a robust and unique suite of mixed content, including two up to :15 videos and roughly 80 static images. While the total number of assets is large, that's partially driven by the fact that we'll need to deliver content in three different aspect ratios, and you'll only be creating about 28 unique pieces of content. This videos and images will be used primarily on Facebook and Instagram to showcase the five brands: Walker, Fel-Pro, National, Moog, and Monroe, and you can read more about the brands in the Background. Both videos and four of the static images will feature all five of the brands, but the majority of the other static images will only feature a single brand. Two final static images will also be made specifically for the "Monroe Shocks Week" promotion, where images will need to highlight a promotional event happening between late June and early August.
The social videos will serve to promote all five brands and their respective products within two distinctly different videos that are eye-catching, captivating, and approachable to DIYers and professional mechanics. Past campaigns have featured static images with all five logos and general messaging like “the premium parts you trust.” This campaign aims to move beyond that approach with refreshed, engaging visuals and messaging tailored to promote their unique value propositions while driving viewers to shop online at Advance Auto Parts. When creating the individual product images, you will need to create imagery for each brand on its own, and any one individual image may actually include multiple products from the same brand. You will also need to make sure that each image is unique and distinctive, so merely swapping out the background, changing colors, or swapping out copy from asset to asset won’t be enough here. We are looking for something a little more dynamic than that, while maintaining the overall brand tone and style. We are looking for multiple versions of each brand image, and you should aim to refresh the creative between all assets so viewers will not feel fatigued with the imagery, as these images may roll out throughout different times of the year.
Each of the five brands offers distinct product lines known for their exceptional quality and performance, and they cater to a variety of automotive needs, from exhaust systems to seals and gaskets, suspension components, and more. The important thing to keep in mind is that with these specific products, we are promoting auto parts for under the hood of the car, which is not as easy to promote as other products that might be more visible, and more easily identifiable, like lighting, wipers, etc., so we need to make the content appealing without being too flashy.
In terms of messaging, while you do not need to promote specific copy or sales messages, we are looking for the images to promote the brand and the products that they sell in general. Each brand appeals to different consumer needs, so the messaging must highlight individual product benefits while presenting a unified campaign aesthetic. We can provide more specific products and imagery after the greenlight, but for the purpose of your pitch, you can use the provided assets (including lifestyle imagery, product imagery, b-roll, and logos) from Advance to build out your assets and show your personal style. Though we also encourage you to create your own custom footage or graphics as well. You should use the provided logo for each brand, though in terms of colors and style, you should focus on the Advance Brand Guidelines and use the brand colors sparingly. For the Monroe Shocks Week images, you should include text, product, Monroe brand logo, and the Advanced Auto Parts logo, while potentially incorporating a car image or some kind of seasonal element given the mid-summer timing.
We are also open to seeing live-action, stop-motion, and animation approaches, although Advance is not open to seeing people animated. Any depictions of people should come from previous lifestyle imagery provided or from lifestyle imagery that you capture yourself. Consider ways to blend dynamic motion graphics, lifestyle imagery, energetic editing, and strong messaging about product benefits to engage users across platforms, while not feeling too playful as Advance would like to emphasize the quality and reliability that comes with their products.
To get a sense of the style the brand has liked in the past, take a look at the references in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 84 total 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 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:
TONE/FEEL:
EXECUTIONAL MANDATORIES:
AI USAGE: You may not use AI generated visual or audio assets in your final content. However, for the purposes of your pitch and pre-production materials, you are welcome to use generative AI to create visuals, storyboards, animatics, proofs-of-concept, etc. that might help the Sponsor understand your vision for creating the final content. Additionally, assistive AI tools (e.g. object removal, compositing, color grading, sound mixing, subtitling, etc.) may be used in post-production to supplement your workflow. Please keep record of any AI usage deployed in your submissions in the event that the Sponsor requests AI disclosures. If you have questions about any specific usage or tool, please ask your Tongal producer.
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.
BRAND DESCRIPTIONS AND PRODUCTS
1. Walker: Walker is a leader in exhaust systems and components, offering premium-quality solutions that ensure optimal performance and reduced emissions. Trusted by both professionals and DIY-ers, Walker products provide reliable fit, durability, and efficiency for a quieter, smoother ride.
2. Fel-Pro: Fel-Pro specializes in high-quality gaskets and seals designed for lasting performance and reliability. Their innovative designs and materials are tailored to withstand extreme conditions, making them the go-to choice for automotive repair and maintenance professionals.
3. National: National is a trusted name in wheel-end solutions, known for their dependable bearings and seals. Their products are engineered for superior durability, ensuring smooth operation and long-lasting performance for a wide range of vehicles.
4. Moog: Moog is synonymous with excellence in steering and suspension parts, offering precision-engineered components that enhance vehicle stability, handling, and safety. Preferred by mechanics and drivers alike, Moog parts deliver unmatched reliability and performance.
5. Monroe: Monroe is a pioneer in ride control products, including shock absorbers and struts. Renowned for their innovation and quality, Monroe parts provide superior comfort, handling, and safety, ensuring a smooth ride in any driving condition.
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. Unless specifically requested, there's no need to include a budget with your submission.
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.
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: 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.