We all know the truism, “it’s not the destination, it’s the journey” but we rarely apply that to the food sitting in our cupboards.

Pillsbury, the iconic and beloved American brand, wants YOU to capture the authentic journey of their baking mixes: from the seeds planted in their wheat fields, to the harvest, the milling of wheat into flour, and so on – all the way through until it reaches your table.

This journey should almost feel like a ride. It's going to be shown on an enormous screen at the state-of-the-art Smucker Innovation Center (The J.M. Smucker Company manufactures Pillsbury flour, baking mixes, and frostings).

Filmmakers will be required to travel and film on location at wheat  fields and the Smucker factory in Toledo, Ohio.  Filmmakers will also be required to deliver high quality animation and all materials – both live-action and animation – will be required to be delivered in 4K. 

As you can tell, there are many requirements for this project, so pay close attention to the objectives and details below.    

The goal of this project is to create a 3.5 minute Video (with a max runtime of 4 minutes) that provides an epic and exciting overview of the journey Pillsbury Flour and Baking Mixes take from the farm to your table. Use stunning animation, aerial photography, and on-location footage to illustrate the entire process.

IMPORTANT NOTE: Smucker (the maker of Pillsbury Flour and Baking Mixes) is looking for a filmmaker who’s both a talented documentary director AND a CGI animator. We realize those two talents are rarely found in the same person so, if you need an animator or a documentary director, you’ll need to team up with one before you submit your pitch. We encourage you to reach out to your fellow Tongal community members via the Tongal messaging system and propose a partnership.

The scope of the project is larger than most Tongal contests so please pay close attention to the details below:

Animation: Smucker is looking for high quality, realistic CGI animation to appear throughout the Video. They are NOT looking for whimsical or cartoonish depictions.  As mentioned below, all animation will have to be created at 4K resolution. When you pitch, you will be asked to identify your animator and provide links to their past work (which will need to demonstrate high quality CGI animation).

On Location Filming: Filmmakers will need to travel to the production facilities and need to film the different steps of the Pillsbury Flour and Baking Mix supply chains. As mentioned below, all footage will need to be captured at 4K resolution. When you pitch, you will be asked to provide links to past documentary work and identify the specific role you performed. If you are not a director, you will need to identify the director you plan on using and provide links to their past work.

4K: The final Video is intended to be shown on a custom built movie screen at the Smucker Innovation Center located at their headquarters. Therefore, all assets will need to be delivered in 4K resolution. That means that all footage must be shot at 4K and all animation must be created in 4K. When you pitch, you will be asked what camera you plan to shoot on.

Script: Once the Pitch Winner is announced, he/she will be sent a PDF containing all the communication objectives that need to be conveyed in the Video. The Pitch Winner will then write a write a 5-9 page Script that conveys those points and illustrates the Farm to Table journey.  Smucker will be entitled to a reasonable round of Script revisions and then the Video Phase will begin.

Revisions: Smucker will be entitled to TWO full rounds of revisions on the Video for this project.

--Key Marketing Messages:

• For over 100 years, the Pillsbury® brand has helped to make baking easier using the highest quality ingredients. We know that everyday moments can be the most special, Pillsbury Baking offers a variety of products and flavors for whatever your taste may be. Stir up some smiles for the whole family!

--Target Audience: Smucker customers (grocers, drug stores, supercenters, foodservice), suppliers and investors.

--Executional Mandatories:

• The Farm to Table story should be a warm and romanticized version of the Pillsbury Flour and Baking Mix supply chain. It should be realistic but please ensure all footage of farms and processing appears clean, edible and appealing.
• Animation should be realistic/lifelike as opposed to cartoonish/whimsical.
• Do NOT incorporate the Pillsbury Doughboy in your Video.
• Videos must not contain any nudity or profanity.

--Tone: Warm, wholesome, and welcoming.

--Exposure: The resulting Video will be shown on a movie screen at the new Smucker Innovation Center.

This Project will be worth a total of $80,000 and consists of three Phases: an Idea Phase, a Pitch Phase and a Video 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 one of the winning Approaches from the previous Phase using:

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

• Director Links (REQUIRED): To your director’s previous video work. DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.

• Animation Links (REQUIRED): To your animator’s previous video work. DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.

• 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.

• Camera (REQUIRED): Please tell us the model of the camera/cameras you will be shooting on. Remember, you will be required to shoot and deliver in 4K.

• Treatment (Optional): A detailed narrative description of what's going to happen in the video. 

• Image (Optional): Additional concept art, storyboards, shot list, casting notes, anything that helps get your point across.

• Pitch Video (Optional): This is your opportunity to show us what you're capable of. Consider submitting a Pitch video in which you tell the Sponsor what they can expect should they choose your Pitch. Also, test videos, animatics, etc. are welcome.   

The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $25,000 to help create the Video.  Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED a winning place in the subsequent Video Phase.  So, if your Pitch is selected and you execute your Pitch effectively in your Video submission, you will win an additional $55,000. For an example of an effective Pitch, check out Erik Beck’s winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete.    

PHASE 2: VIDEO – The winners from the Pitch Phase will each create a three and a half minute Video based upon their winning Pitch.

Filmmakers will be required to submit a 5-9 page SCRIPT before filming has begun. The Sponsor will be entitled to reasonable revisions on the script. Once the script has been approved, filming will commence.

--Video Phase Payout: The winner of the Video Phase will earn $55,000.

--Music: Tongal has partnered with four premiere music providers: Audiosocket, Killer Tracks, Epidemic Sound and Music Dealers. Any of which can be used to source music for your Video submission to this Project. You may use up to THREE total tracks per Video submission, and they can come from any of the four providers listed above. 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 other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your Video paperwork. 

1. The Video MUST not exceed four minutes 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. Videos must be in the English language or subtitled.

8. Limit 5 submissions per member, per Phase.

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

10. In the event that fewer than 100 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

11. 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.

12. 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.

13. 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 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.

14. 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.