Illustrate two batches of fun, clever, and celebratory images for Lowe's, to help them celebrate spring, Mother's Day and their signature porch goose.
When spring arrives, it's a beautiful time to be in nature and watch all the environment around you come back into full swing after a cold winter. The animals resurface, the sun gets warmer, and the holidays are embroidered with colorful pastels. Now, Lowe's is looking for one graphic designer or illustrator to design some fun, celebratory images in two specific styles, for two separate categories, to help their online audience enjoy every aspect of the spring season.
The goal of this project is to design & illustrate two batches of static images, one that revolves around Lowe's iconic porch goose and another that revolves around Mother's Day. These images will each serve as carousel posts and help tie into certain elements of the season and Lowe's relevant offerings. Though each batch has a slightly different goal and style, the main creative tie between these two concepts is that Lowe's wants to use illustration or graphic design laid over imagery of different physical locations within a Lowe's store, thereby anchoring the narrative that people are enjoying these fun illustrations because of Lowe's. The store visuals can be real life images with your designs laid out over top, or they can be fully illustrated; Lowe's is open to seeing different creative takes here.
For the Goose batch of static images they would like these to be fully illustrated and make the audience feel like they've opened up and began reading a children's book. Lowe's wants to play with the narrative idea "A Goose got loose in Lowe's", where we see Lowe's iconic porch goose dress itself as a Lowe's employee (with the red vest), travel around the store, and finds itself in some harmless, humorous mischief. Since the images will be a carousel post, the real fun of the concept is seeing things ramp up in each illustration as the Goose gets further into his journey as a Lowe's employee. This content doesn't have to be funny per se, but the opportunity is certainly there, so we recommend leaning into the playfulness with this one in particular. You can see creative references in the Background.
For The Mother's Day static images, we're looking for a specific illustration style, very much like this artist's style, to be illustrated and then layered over real photographs of different areas in a Lowe's store. We're thinking locations like the garden center, or the area where you pick out paint samples, or even the store entryway could be good backdrops. Lowe's also wants to feature women of all ages and backgrounds in the designs (e.g. a mom and daughter; a son and a grandma; an older mom and older daughter with a dog etc.), so you'll want to consider how that variety can play with the different backdrops.
As you'll see in the timeline, this is a fast moving project that will have you working through pre-production on both batches simultaneously, so it will be important for you to make clear for Lowe's how you/your team can handle both styles of animation AND the rushed timeline at once. Once we get into production, you will have more time to work on each batch individually, but having a prepared structure for how you can handle the workload and revisions will be an important element here.
For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 10 total photo assets.
EXPECTED TIMELINE: 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: Adults ages 25-45, specifically mother's of this age range.
TONE/FEEL: Playful, fun, celebratory. For the Mother's Day content specifically, your team should message something grateful and positive in the vein of: Happy Mother's Day to all the mom figures in your life. Celebrating the women who show up, lift you up, and love you like a mom – Happy Mother's Day from Lowe's.
EXECUTIONAL MANDATORIES:
AI USAGE: No AI usage of any kind is permitted on this project.
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.
HELPFUL REFERENCE IMAGES 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.
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.
ASSET DELIVERY REQUIREMENTS & RESOURCES: You must also provide all project files 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.