Create a 15-30 second YouTube TrueView ad for Tophatter, a mobile e-commerce app that specializes in 90-second auctions.

** Please note this project has a new Q&A brief format. If you have any questions or comments please post them in the forum.**

The goal of this project is to create a 15-30 second TrueView ad for Tophatter.  Before creating your Pitch it's imperative that you read the TrueView best practices (see Assets tab) and make sure your story and creative approach adhere to them.  Additionally, all Pitches must use the provided Treatment template, which you can find here.

Business Name: Tophatter

Project Title: Tophatter YouTube Ads

Business/Product Description: Mobile e-commerce app (90-second auctions)

Biggest Competitive Advantage: Discovery Shopping & Fun of Auctions

The goal of this project is to create a 15-30 second TrueView ad for Tophatter.  Before creating your Pitch it's imperative that you read the TrueView best practices (see Assets tab) and make sure your story and creative approach adhere to them. Additionally, all Pitches must use the provided Treatment template, which you can find here.

**Please note that this project has a fast moving deadline with final video files due on 5/25.  Once the Pitch winner is selected they will be put in contact with the sponsor.  All communication and feedback will happen directly between both parties.**

What should the video do?

The goal is to have a hybrid of the two video types below.

• The Straight Pitch: For easy-to-buy, low-consideration categories with compelling offers. Respect the viewer's time by getting right to the offer.  Here's an example of a Straight Pitch video.
• The Demo: Show the product in action using sight, sound, and motion to demonstrate what Tophatter offers, pique viewer interest, and prove why Tophatter is valuable. Here's an example of a Demo Video.

What should the focus of the video be?

• Consumer direct response: Show deals and differentiate Tophatter by showing the in-app experience.

What should people do after seeing this video?

• Install the app...and start shopping!

Who is the Target Audience?

• Women, 55ish, in Middle America 
• Middle class income
• Likes sweepstakes, mobile gaming, and deals 

What slogan, call to action, or tagline must be incorporated? 

• Show Now. Discover Great Deals
• 90-second Auctions
• Bids are Free, Pay only if you Win

Executional Mandatories:

• Tophatter logo at front and end of video. 
• In-app use of Tophatter.
• Shots of people using products bought from Tophatter, if possible.

Do NOT Include:

• Language or visuals of gambling/addiction. 

What tone and style should the video use? 

• FUN!
• Upbeat, new, and trustworthy.

Examples of other Tophatter videos:

FB ads: https://www.dropbox.com/sh/4hp4c54lw510tfp/AAAI0KXZRg-mBVtl7_vuhb93a?dl=0

TV ads: 

https://youtu.be/luaKvZrYXyI

https://youtu.be/ppsa0toLnRc

https://youtu.be/ZgSkO6JOPC4

https://youtu.be/1kgwCn0M7gU

https://youtu.be/YLoyOpj2A4w

https://youtu.be/e9l3sogRQxo

GPS Promo vid: https://youtu.be/pqrYxboJXWg

Links to assets/product pictures: 

How should this video differentiate from previous Tophatter videos (linked above)?

• Focus on the fun, variety of items, experience, and deals.
• Make a more engaging video: 
  • Add more smiling faces, reactions to winning, exciting products and exciting reactions

Required Pre-production Approvals prior to shooting

• Script
• Headshot

Timeline

Pitch Phase: 5/4 - 5/7 (closes at Noon PT)

Sponsor Selects Pitch Winner: 5/9

Pre-production: 5/9 - 5/11

First Cut of Video Submitted for Sponsor review: 5/18 (by 10:00am PT)

First Round of Feedback Due from Sponsor:  5/21

Revised Cuts Due to Sponsor: 5/23 (by 10:00am PT)

Sponsor Provides Final Approval: 5/24

Final Files Delivered to Sponsor: 5/25

Project Details: This Project will be worth a total of $4,500 and consists of 4 Phases: 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 Video based on the information provided in the brief using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.

• Links (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.

• Treatment (REQUIRED): A detailed narrative description of what's going to happen in the video. All Pitches must use the provided Treatment template, which you can find here.

The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $2,250 to help create the Video.  Please note that all payments will be administered by Tongal.  Upon submitting a Video 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 receive a final payment of$2,250. 

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: 

• SCRIPT – This project requires Script Approval before filmmakers move onto the Video Phase. The sponsor may provide feedback on your Script and ask you to submit a new version. 
• HEADSHOT – This project requires Headshot Approval before filmmakers move onto the Video Phase. If the sponsor does not approve either of your options for a role, you may be asked to submit two new actor options.

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 each create a 15-30 Video based upon their winning Pitch and the sponsor approved script.

--Video Phase Payout: Upon submitting a Video 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 receive a final payment of $2,250.

--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. 

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 submitter 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. Once the video is complete you will deliver the final file to the sponsor in their desired format.

1. The Video MUST not exceed 30 seconds in length. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you win, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.

2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

3. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

8. Videos must be in the English language.

9. Limit 5 submissions per member, per Phase.

10. You must be at least thirteen (13) years or older to enter.

11. The Sponsor reserves the right to repost the contest.

12. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.

13. The Sponsor will be entitled to reasonable revisions on the finished Video without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.

14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning Videos, as well as a photograph/headshot OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your prize.

15. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.