Produce a suite of fresh and entertaining social content for a new plush-filled bed pillow from the maker of Squishmallows, and turn it into a must-have home essential for Gen Z and Millennials.
*Owing to product availability considerations, you must be able to receive product at an address in the U.S. or Canada*
You know Squishmallows - the adorable, ultra-soft, collectible plush that both kids and adults obsess over - but now imagine what it's like to have the incredibly huggable filling of a Squishmallow inside an actual pillow. SquishPillow was born from the consumer truth that people are using Squishmallows as pillows. Jazwares invented SquishPillow to fill that market gap - SquishPillows use the same stuffing as this viral plush and comes with a pillowcase made from the same fabric as Squishmallows. It's just like sleeping on a Squishmallows! Since launching in 2025, the SquishPillow has earned rave reviews and tons of fans. The challenge here though is keeping their supporting social content feeling fresh, entertaining, and visually distinct on Instagram and TikTok. Now, Jazwares is looking for social-savvy creators who can produce a small suite of authentic and entertaining social content, with both videos and lifestyle photos, all to help audiences visualize the SquishPillow in their own homes.
The goal of this project is to produce a suite with at least three different visually captivating vertical social videos that feature the SquishPillow. You'll also need to capture a few distinctive lifestyle photos, which you can capture concurrently with the videos. All of this content should feel authentically social, and ultimately reinforce the notion that SquishPillows are perfect for all sorts of lounging and "squishing scenarios" (i.e. not just sleeping). The squishing scenarios part is important, because traditional pillow brands are all about promising deep sleep and premium feel, and Jazwares want to break the mold by offering something more fun and more personal: a pillow designed to make your whole life feel cozier, softer, and more “you” than any other pillow has ever attempted.
Our target audience here ranges from young Gen Zers to older Millennials, so we are leaning into authentic social-style content built for TikTok and Instagram Reels here, although it's still important that we maintain an elevated brand aesthetic with a witty tone, which means your concepts should balance the simplicity of smartphone content with the polish of thoughtful production design. Be sure to review the Background for examples of successful SquishPillow content, as that'll give you a clear sense of what we mean. Keep in mind that while anyone can enjoy this pillow, it isn’t just for kids—it’s the perfect cozy addition to a college dorm, a boho-chic bungalow, or a mid-century modern loft, with different looks to accompany many different vibes.
Creatively, though we’re primarily looking for trend-worthy videos that live within the realm of the examples we've shared, Jazwares is also open to unique, out-of-the-box approaches, so long as they still allow you to capture a lifestyle element for the photography. This could be “maker-style” approaches (e.g. with crafting, experiential building, sculpting with unique material, etc.,), fabulously colored settings themed for holidays, stop motion animation, mixed media, or something else. The point is we're looking to push the envelope of pillow content and make something fresh, entertaining, and relatable... rather than just showing someone sleeping in bed with a SquishPillow. While we are primarily looking for evergreen content, but we're also welcome creative holiday-themed ideas (Halloween, Thanksgiving, Daylight Savings Time, etc.).
In terms of cast and locations, it's important that each video feels unique, so while you can theoretically re-use cast or locations, you want to be very strategic about how you're shooting and dressing each video, so that each one stands alone. Jazwares welcomes diversity when it comes to casting, and we do anticipate that you'll want more than one person appearing on screen across the three videos. For the lifestyle photography portion, you can use the same cast and locations that you use in your videos, and Jazwares would actually encourage you to pair each photo with one of the three videos to keep things simple. That said, the photos need a relatable lifestyle element, so they should be planned for in advance and captured deliberately. They may not tell the same story or capture the same moment as the video, even if they happen to use the same cast and location. Lifestyle photography does not need to include talent.
In terms of physical production, it's important that the Squishpillows (and pillowcases) are present throughout the content (i.e. not just revealed at the end), and that they always look plump and smooth, with superb lighting. This again drives home the balance we're looking for in this content, because where the video feels like authentic creator content, the photo should have a more premium look and lighting is the key to success here. Check out the Relevant Assets for a few examples of how their lifestyle photography has been lit in the past (and we encourage you to focus more on the lighting than the compositions themselves). As you can see, they like to lean into a light, airy but never washed out style, and they tend to favor overhead shots that clearly situates the pillow within the context of daily life, thus creating intentional, composed vignettes that suggests a lifestyle more than a product.
FOR YOUR PITCH: Jazwares is looking to greenlight four submissions, and they're really hoping to see a lot of variety. We'd recommend proposing multiple different creative approaches within your pitch, and making sure it's clear how they're distinct from each other. The more ideas, the better! Your creative approach should explain both what you'd make and/or how you'd execute your videos within the timeline, and how you will leverage your sets and environments to capture the lifestyle photo assets. There is also the potential for further collaboration with the brand in the future, should things go well, so we encourage you to showcase your team's full capabilities in your pitch and share all the creativity that you bring to the table!
For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 3 total video and 3 static assets, per greenlight.
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 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: Gen Z, Millennial Moms, Young Adults
TONE/FEEL: Fresh, unexpected, fun, entertaining, and comfortable, while still feeling relatable.
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.
EXAMPLES OF PREVIOUS SOCIAL SQUISHPILLOW CONTENT: Here are some examples of successful SquishPillow social content that has been produced in the past.
EXAMPLES OF LIFE-STYLE PHOTOGRAPHY CONTENT: Here is a mood board of life-style images for the SquishPillow.
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.
BUILDING YOUR TEAM: Looking for help? Post crew and production opportunities connected to Tongal projects on Backlot - before or after the Pitch Phase. 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.
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.
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 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 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.