Ian Pons Jewell Turns Small Business Owners' Nightmares Into Reality

ProdCo releases its latest commercial ‘Dogs’ for Intuit QuickBooks, directed by Ian Pons Jewell in collaboration with W+K London. The film finds absurdity and humor in the nightmares of a small business owner struggling with outdated bookkeeping, only to show how QuickBooks offers peace of mind.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 commercial 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 spot 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. Ian 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. Impeccable sound design by Gregory Caron, whose first collaboration with Ian was on the QuickBooks ‘Eggs’ campaign, added the finishing touch.