Produce a relatable, educational, and entertaining suite of live action videos that highlight the many benefits of Soft Scrub's main product line, as well as their Duo Cubes toilet cleaner.
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.
A clean home is a happy home, but with so many cleaning products out there, and so many different things to clean, it’s tough to know what’s best to clean that mess. Soft Scrub is the leading brand for abrasive cleaners, and they also have a full line of bleach-free toilet cleaners that won't damage your toilet. So whether you're looking to get a deep clean on surfaces, toilets, or so many things in between, Soft Scrub has you covered. The only problem is that the name "Soft Scrub" may be interpreted by some consumers as not being as effective - i.e. soft - so the brand needs a suite of live-action videos that will reinforce the value & efficacy of their products while communicating the message that Soft Scrub is tough on stains, not on surfaces. When that Pink Stuff just doesn't bring the might, then switch to the white that brings out the bright!
The goal of this project is to create a suite of videos that are entertaining and eye-catching, since they'll primarily be used for vertical social platforms like TikTok and Instagram Reels, but since the brand is also going to use these videos on their Amazon product page, they also need to be clear and informative. Creatively, we'll need to show the products at work, and we'll want to do that using some kind of fun and dynamic lens. The brand will also need to create two versions of the main video for each product line. The body of each version can be pretty similar, but the difference will be in the claims or product uses that are being featured. With that in mind, some special thought should be put into the structure of the videos to ensure that these individual benefits have their own moment to shine. We'll help you determine what claims or uses should be featured.
For Soft Scrub's abrasives and gel lines videos, it's critical that we lean into the multi-purpose benefits, and reinforce that Soft Scrub is the top dog. We're not looking for a step-by-step how-to guide, but a showcase of the many uses this product has. The other key products being featured are their Duo Cubes automatic toilet bowl cleaners, which you can slip into the back of a toilet to clean with each flush. For those we want to spotlight the ease of use, the time-saving aspect, and mention that Duo Cubes don't use bleach like a lot of other brands do. There is a host of approved claims and uses for these products which will be provided to the greenlit filmmaker.
These videos should not involve a traditional narrative - we're looking for clever, direct, and demonstrative content, and it should feel a little DIY and personal, almost like influencer content. It's not lo-fi smartphone-shot content, nor an overly elaborate "commercial" execution, but it can still be polished and professional. Importantly, they do want to see on-screen talent utilizing the product, so that may mean it's a personality driven piece led by talent, or perhaps it's something made only with close-ups with the talent's hands and arms, and you certainly can have the message of the video delivered through VO, but they're open to strong alternatives. We have to to show the product at work, and demonstrate the emotional and functional benefits of their products, but beyond that it's really the creativity of how you're delivering your message, and the visuals you're pairing with that message, that will be key.
Each video asset will require a 16x9 version, as well as two 9x16 versions: one formatted for TikTok, and one for IG Reels. While cutdowns can be created with direct pulls from the main hero videos, some thought should be put into how the 9x16 versions will be optimized for vertical with their respective safe-zones; as they should not simply be a center-cut reframing. The brand may also require the use of light motion graphics and on-screen text.
In the Background section you can find a link to some assets such as fonts, logos, etc. along with some reference videos for tone. For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 16 total video assets.
TIMELINE: HERE.
EXPOSURE:
We anticipate content will be used on the platforms listed below, but when casting talent, please be sure your talent reviews the required Talent Release, 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 page.
TARGET AUDIENCE: Women ages 25-49, who are always seeking unique ways they can make a house a home.
TONE: Informative, engaging, clever, dynamic.
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects on our platform do move forward, we will 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 the project team.
Shooting live action or stop motion? Our priority is ensuring everyone's safety, so please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We're working hard to keep people working during this extraordinary time, and you should ensure your submission is executable within the anticipated timeline and budget, while also ensuring everyone's safety.
BRAND ASSETS:
REFERENCE VIDEOS FOR INSPIRATION OR TONE:
In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.
The most compelling pitch will be greenlit, 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. Please see the full payment schedule.
PRE-PRODUCTION REQUIREMENTS: Prior to shooting, filmmakers must receive the below approvals from the Sponsor.
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. Additionally, there are templates that will help you clearly present cast, location, and wardrobe options to the Sponsor. They can all be accessed here.
BUILDING YOUR TEAM: Tongal supports inclusivity in all of our productions and strongly encourages you to hire diverse talent for your team. To find staff & crew in your area, check out these resources and partners.
REVISION REQUIREMENTS & RESOURCES: Once the Video Phase has closed, the greenlit submitters will enter the Revisions Phase. Filmmakers 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 any music from a library for your content, you MUST use one of Tongal's three music providers - Jingle Punks, Universal Production Music and Epidemic Sound. 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 about using each of these music providers, click on any of the providers’ names above.
If you choose to use custom or 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.
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 the costs associated the hard drive and shipping.
To ensure a smoother delivery, please review the Export Presets, Specifications, and Project File Organization Tutorial in our Filmmaker Resource Portal.