Working with Tongal, SmartStyle is looking to create short digital videos to promote its in-salon services and drive brand awareness.
SmartStyle is a full-service hair salon owned by Regis, but located inside Walmart. They serve busy modern families who look for services that provide a good value to help them connect the dots and live better. The stylists are friendly and professionally trained to give customers the look they want at an affordable price.
Working with Tongal, SmartStyle is looking to create short digital videos (6 and 15-second) to promote its in-salon services and drive brand awareness.
Interested? Please read below for additional information:
The goal of this project is to create short digital videos (6 and 15-second) to promote SmartStyle’s in-salon services and drive brand awareness.
You will need to create ONE (1) 15-second video with a 6-second cut-down. However, the client would like to see at least one other edit of the 15-second video and 6-second cut-down to maximize the footage.
You will need to optimize each 15-second video for Facebook and YouTube. The 6-second video will only need to be optimized for YouTube. See Facebook and YouTube best practices here.
See the breakdown below:
Casting Notes:
--Key Marketing Messages:
--Target Audience:
--Executional Mandatories:
--Tone: Energetic, Upbeat
--Brand Values: Friendly, Warm, Welcoming, Confident, A Good Listener, Helpful, as convenient as but distinctively different from Walmart.
--Exposure: Customer emails, in-store Digital displays, SmartStyle social media channels: Facebook, Instagram, and YouTube as well as the SmartStyle website.
Facebook Best Practices
This project will be worth a total of $25,000 and consists of 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.
PHASE 1: PITCH - Submit your pitch (What is a Pitch Phase?) convincing the sponsor why you should be selected to execute a SmartStyle video using:
The most compelling pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive a production advance 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 then receive a final payment.
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 the brand:
No filmmakers may begin shooting their video until all approvals are completed and the Video Phase has officially begun. If you begin shooting your video 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 to use at your discretion. They include templates for creating a Treatment, Production Budget, Storyboards, 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 ONE (1) 15-second video with a 6-second cut-down. However, the client would like to see at least one other edit of the 15-second video and 6-second cut-down to maximize the footage.
You will need to optimize each 15-second video for Facebook and YouTube. The 6-second video will only need to be optimized for YouTube. See Facebook and YouTube best practices here.
See the breakdown below:
--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 submitters 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.
PHASE 5: 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.