Cast a number of real breast-feeding moms and produce a live-action suite of sassy, thumb-stopping, social-first content featuring Elvie's latest innovative hands-free breast pump.
NOTE: This product will only be available to ship to filmmakers based in the US and UK.
Elvie is one of the original FemTech companies and a disruptive health and lifestyle brand. They've spent over 10 years developing cutting-edge tech and breaking societal taboos in order to level-up women's lives. For too long, women have been disrespected by under-researched healthcare, societal judgment, and discriminatory government policy. Elvie wants to turn all that on its head to give women the means to prosper, succeed, and lead like never before. This fall Elvie is coming out with a brand new hands-free breast pump that will show off the latest and greatest in pump technology. While the product hasn't been released yet, we can let you know that it will be a game-changer for breast-pumping moms everywhere, and of course, it will be provided to the selected filmmaker here too.
The goal of this project is to cast a number of real breast-feeding moms, and then create a suite of eight :10-:20 vertical videos; empowered, confident, and distinctively executed social-first videos, each featuring Elvie's latest hands-free breast pump. These must be social-first and they must deliver a uniquely Elvie tone of voice. In terms of how they comes to life, Elvie is looking for an authentic, hand-held look so that the videos feel native to social platforms - primarily TikTok and Instagram. Each video should feature a close-up of talent demonstrating one of the product benefits (e.g. Better Fit, Better Feel, Better Flow) through real-life situations where they would be pumping (either at home or on the go).
While the background will not be in focus, we're not looking for moms talking against a white wall, and are instead looking for locations with an edgy, urban feel. The eight main videos do not have to have a uniform style, and they could feature the talent talking directly to the camera, or have voiceover over b-roll. There are also two longer :20-:30 videos in 16x9, which should be more educational and focus on specific features of this new product.
In terms of casting, we're looking for a minimum of 5 different moms, including at least one with a British accent. Elvie wants a diverse group of self-assured breastfeeding/pumping moms in their 20s and 30s who embrace female-first technology with confidence – working with a diverse range of model types - and they're interested in diversity of body type, breast size, style, age, and race/ethnicity. They welcome distinctive traits such as tattooed arms or septum piercings.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 10 total video assets and 3 static 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 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: Women who are purchasing a breast pump during their 3rd trimester (key markets are the U.S & U.K)
TONE/FEEL: Premium, sassy, clever, confident, dynamic, edgy
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.
ABOUT THE ELVIE ATTITUDE:
EXAMPLE VIDEO CONTENT: Below are a few examples showing the use of Elvie products to empower women. These are women first (not baby first) and authentic to the content creator.
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 REQUIREMENTS: Prior to the commencement of actual production, creators MUST receive final approval from the Sponsor on the elements below. There may be multiple rounds of feedback until an element is approved.
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: Jingle Punks and Universal Production 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.
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.