Ian Pons Jewell directed this commercial titled “Dogs” for Intuit QuickBooks out of Wieden+Kennedy London. ProdCo produced the film which finds absurdity and humor in the nightmares of a small business owner struggling with outdated bookkeeping, only to show how QuickBooks offers peace of mind.
The spot kicks off in a dimly lit park where a van, adorned with the logo “Glampooches Doggy Pampering” is parked. Inside, a frazzled business owner is buried in a mountain of paperwork, when a thieving canine appears at the window clutching some missing paperwork in its mouth, prompting the business owner to give chase.
The ad captures the essence of a dream, evoking that familiar sense of foreboding when chasing something in a nightmare or trying to speak but honking like a car instead. The director worked with longtime collaborators Ameena Kara Callender, who designed the in-camera costumes, and cinematographer Mauro Chiarello. VFX by Pavel Bezborodov at CGF seamlessly integrated CGI dog mouths with the in-camera costumes and makeup.
CreditsClient Intuit QuickBooks Agency Wieden+Kennedy London Lucas Reis, Charlie Lanus, creative directors; Will Wells, Sammy Watts Stanfield, Derek Man Lui, Tom Coleman, creatives; Susan Hoffman, executive creative director; Dan Hill, chief strategy officer; James Laughton, Aurelie Livera, TV producers; Ross Taylor, TV production assistant. Production Company ProdCo Ian Pons Jewell, director; Zico Judge, exec producer; Jane Lloyd, producer; Mauro Chiarello, DP; Charlie Mayhew, choreographer & movement director; Ameena Kara Callender, costume designer; Maruxa Alvar, production designer; Eva Quilez, makeup & hair artist. Editorial The Quarry Ben Campbell, editor; Lawrence Lakshmanan, edit assistant; Dilia Knobel-Winterstein, edit producer. VFX Studio CGF Pavel Bezborodov, VFX supervisor; Ekaterina Averina, Aleksandr Gorokhov, VFX producers; Alexander Zolotarev, colorist. Music & Sound Tim Harrison, sound design & music supervision; Gregory Caron, sound design & final mix; Sam Mason, Seb Bruen, sound FX editors. Foley Holy Foley Samuel Jurkovic, additional foley. Production Service Company, Spain Blur Pablo Herraiz, head of production; Idoia Sanchez, producer; Marta Pijoan, production manager; Mireia Fontanals, Lorena Mascarell, production coordinators. Casting, Spain Casting Bite Pablo Penalver, casting director. Casting, London Kharmel Cochrane Casting Kharmel Cochrane, casting director.
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More