Create a playful, scroll-stopping suite of social videos for Navy Federal Credit Union highlighting membership and its benefits all themed around football and hockey as the thematic elements.
In a time when every dollar counts, Navy Federal Credit Union is helping members make smart money moves with low fees, great rates, and a full lineup of financial services. As the nation’s largest credit union, they proudly serve the military community with accessible banking, financial education, and top-notch support. With the upcoming football and hockey seasons, Navy Federal is looking to create some sports-related content to not only celebrate their partnership with the NHL, but also join in on the excitement, fun, potential, and camaraderie that a new season inspires.
The goal of this project is to create a suite of social-savvy video content that can speak to both Navy Federal's current members as well as new prospective members. To do this Navy Federal wants 12 different fun, relatable, maybe slightly offbeat, and bite-sized social first videos based in the cultural language of football or hockey, with 6 videos for each sport. These are brand-awareness pieces so while the tone can be light-hearted and humorous we still want the main focus to be the brand. In terms of the sports connection, we're looking for some kind of thematic connection, but how you make that connection is up to you. It could be very explicit, and it could involve players, or fans, or viewers, or coaches, or even football and hockey settings, or it could be looser and more metaphorical. Not every video needs to take the exact same approach, so you have a lot of flexibility and latitude, as long the creative approach helps drive the messaging. Messaging will be key here, and to that end, they'll be providing an overview of the important information that they'll want to touch upon for each video, but ultimately it will be up to you to take that overview, distill it down, and craft it into a cohesive script. You can find some key messaging points in the Background section.
In terms of the creative format and approach, Navy Federal is primarily looking for live-action executions, but to communicate the message, you could run with voiceover, direct-to-camera dialogue, or even dialogue between talent. Knowing that the brand is looking for particularly savvy social content, "live-action" can include everything from selfie-style content to green-screen explainer formats with real talent and key visuals, or even more social-specific approaches like Vlogs, Get Ready With Me's, testimonials, skits, or some other recent trend as long as it fits, and makes sense, within the specific sports theme for that video. This is a chance to have fun - think - watching a game with friends, discussing a fictional team rivalry, a GRWM where a superfan is painting their face for a big game, exploring specific fictional team's game-day superstitions - and weave in Navy Federal perks along the way
In terms of execution, this can either be smartphone-shot content with more limited lighting and production design, or it can be (a little) more polished and professional, as long as the core focus remains on the benefits of being a Navy Federal member and the specific sports theme. It is not necessary for you to have a large team or extensive production capacities to execute this project. As previously mentioned at their heart, these videos are brand awareness pieces that will prompt viewers to visit Navy Federal's website or their resource hub, MakingCents. That messaging to check out the Navy Federal website and/or their MakingCents hub will be handled in the post copy so no need to include that CTA in the videos themselves. They're not looking for overly elaborate "commercial" executions and the brand is most interested in having these videos feel native to social platforms. They do not want these videos to come off as generic, obvious advertisements.
Captions (burned-in, per provided style guide) are required for all spoken content, so please plan your visuals accordingly keeping in mind safe zone placement on social channels, specifically adhering to Reels safe zones. Each video will be delivered in 9x16 and 1x1, with one football and one hockey concept also produced in 16x9. Navy Federal will choose which two to adapt across all formats, so consider framing, caption placement, and graphics carefully for each aspect ratio. There isn't currently anything specific that will dictate which two videos are delivered in 16x9 but this will be identified during pre-production. Navy Federal wants to test out 16x9 placements for these bite-sized videos and guidance will be provided.
Logistically, the project has two waves of content: the first will be 3 football videos and 1 hockey video due mid-September, and we'd expect those to be grouped as one shoot, and then the remaining videos will deliver by mid-October, as part of a second shoot. We’ll lock pre-production for the first 4, then move to the next batch's materials when the first batch is in post.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
FOR YOUR PITCH: Your pitch treatment should include at least one approach to a football themed video and one approach to a hockey themed video. We want to know how you would execute the videos, making them feel bespoke to the specific sport while still fitting into Navy Federal's style/voice. Navy Federal will then work with the greenlit filmmaker to hone the creative approach, and also decide on what topics/benefits to cover across the deliverables. Feel free to include links to any existing TikTok videos (they don't have to be your own) that represent the style you'd be aiming for, if applicable.
DELIVERABLES: There are 26 total video 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 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: Engaging, informational, entertaining, relatable, clever, fun, lighthearted.
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.
KEY MESSAGING/THOUGHT STARTERS TO PULL FROM:
NAVY FEDERAL SOCIAL CHANNELS:
SAMMIE THE SEA OTTER:
FINANCIAL WELLNESS HUB:
HELPFUL REFERENCE VIDEOS THAT NAVY FEDERAL LIKES FOR INSPIRATION:
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 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. 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.
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.