Produce a suite of live action content about Purex's full line of products, highlighting the dependable clean by capturing lifestyle moments of a mother and son throughout their day as well as showing their laundry routine in between.
This product will only ship to the United States and Canada, so while you can be based in another country, you must be able to receive the product at a US or Canadian address.
In the current economic environment, consumers have to make tough decisions about the priorities on their shopping lists, so they've become more and more savvy about the brands that give them the most bang for their buck, and that includes laundry detergents. Luckily, Purex has been a staple value-brand for over 100 years, consistently offering consumers a reliable and powerful clean without breaking the bank, and now they want to create a suite of videos that shows off their product line, with its slick packaging and multiple delivery methods, while showcasing that no matter what product you choose, Purex is tough on odor, not on your wallet, and they're the clean that you can depend on.
The goal here is to create a suite of live action content, anchored by a :30 hero video, that's relatable but dynamic, energetic, and educational showing a parent and child going through their laundry day regimen using Purex products, highlighting the dependable clean and the lasting freshness while splicing in lifestyle elements to break up the laundry routine. The main hero product focus of the suite will be their liquid Mountain Breeze scent paired with Purex Crystals to complete the regimen, although there are 3 different scents and 3 different product delivery methods for the detergent in total. While these are product-centric videos there should be time given to the interaction of the mother and son doing things outside of the laundry room that subtly speak to the product benefits. This could be showing them cooking together (and perhaps getting a shirt or apron messy) or smelling the blanket they recently washed. You could even open the video washing a sports uniform, and while it's being washed we see the mother and son practicing together before we see the son wearing the now-pristine uniform on game day. The video will be balanced between showing the actual washing regimen and the human element showing who the dependable clean and lasting freshness impacts.
Importantly, this is not about telling a story or creating a narrative - we're looking for clever, direct, and demonstrative content. We want this to feel polished and professional, but not sterile nor an overly elaborate "commercial" execution, and they really want to see the product in use. The sponsors want these assets to champion their claims and benefits, and be more tactical than their commercial approaches. In fact, the videos should be heavily focused on the actual use-case for the product, and should detail the delivery method of that specific product. We will focus on the standard liquid detergent for the hero video which will then be used to create a host of alt. versions for the other scents and delivery methods. There will also be one cutdown version of the main hero video only.
These videos will use the same core lifestyle moments present in the hero video combined with bespoke opening product shots, pour shots, and end cards for the alt. versions. There is also a small library of still photos attached to this project where we'll be looking for a mix of lifestyle shots of talent and product as well as product in-use shots. The content is intended for a number of different platforms, but it should be entertaining enough to use on social platforms, like TikTok and Instagram Reels, while educational enough to live on an Amazon products page. The products have been organized by delivery method - liquids, 2x concentrated liquids, crystals and unit dose - and you will find a breakdown of the products in the Background section, along with information and some key messaging that should be included.
In terms of execution, we'll want to re-use the same locations, cast, and video structure for each product line, delivery method included. The selected location should be nice, modern, but relatable as we're targeting a middle-class consumer. Think an actually lived-in family home. For the casting we'll likely be looking mainly at a mother and son dynamic with the mother being 30-40's and son being 8-10yo. The hero cutdown can be created with direct pulls from the main hero video, but you'll need to deliver content in multiple different aspect ratios, so some thought should be put into how the 9x16 version will be optimized as they should not simply be a center-cut reframing. As noted above the same talent and locations can be used across the alt. versions for the different scents and delivery methods, though we'll want to have staging elements added to create some distinction between the alts. such as different colored towels/laundry, scent cues, props that relate to the specific SKU, etc. Motion graphics or text will need to be utilized to accompany the laundry regimen spotlighting the product benefits and claims. We'd generally like to de-emphasize usage of dialogue or VO, so think through how the piece can come together without either to drive the story forward.
Direction will be provided for the types of stills to be captured, but they'll mainly be comprised of lifestyle shots that show talent interacting with the product, and product shots where the product branding is on full display. There will be 3-5 retouched and edited stills needed for each individual product, and while a dedicated photoshoot to capture the stills is not required, we will need a standalone photographer to capture the stills. The stills selected will be spread across capture of 16x9 and 9x16 options so some care should be given to set ups to accommodate capturing these as opposed to just center cut reframes, and instead optimizing certain shots for vertical.
For your pitch, please explain how you'd approach the full variety of content here. In the assets, you can find some fonts, logos, etc. to aid in your pitch, and in the Background section, you will find some reference videos for tone, along with some example videos that the Purex team has responded to. These will help to orient you about the tone they are looking to incorporate with these videos. For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 7 total videos assets and 75 retouched/edited stills.
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: HERE
EXPOSURE: This project requires a full rights buyout from photographers and talent. That means all rights, globally, in perpetuity, and in all media. This is not negotiable. In terms of usage, we expect content will be used on the platforms below. Be sure talent reviews 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:
TONE/FEEL: Entertaining, relatable, family-focused, informative, upbeat, engaging.
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.
PRODUCT LINE:
TAGLINE: 100 years of dependable cleaning
KEY MESSAGING:
REFERENCE VIDEOS FOR 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.