Jackson Hewitt's new campaign offers a truly original view of the dreaded tax season the exuberant joy experienced when filing and receiving a refund. Directed by Will Hyde of Superfad for agency 22squared, the spots feature Montell Jordan's hit song "This Is How We Do It." The spots employ a gradual transition from super slow motion to a more energetic pace, highlighting and accentuating the exuberant joy of an unexpected tax refund. Superfad has collaborated with agency 22squared on a number of projects, many with an approach involving high-speed photography. "In most high-speed commercials, slow motion is the concept," says Hyde, "but with these spots, the technique is subordinate to the comedy itself. It's not often that you sincerely bust a gut on set, but the actors just nailed it. They made it easy to direct a couple of super funny spots."
Agency: 22squared Copywriters: Jeff Hampton, Jeff Pospichal Art Directors: Brian Culp, Garen Boghosian Director of Production: Matt Faris Creative Director: Ryan Stafford Chief Creative Officer: Scott Sheinberg Production Company: Superfad Director: Will Hyde DP: Maz Makhani Production Designer: Steven McHale Line Producer: Scott Ludden Executive Producer: Chris Volckmann Post: Superfad Editor: Ryan Haug Lead Compositor: Joel Voelker Compositor: Justin Pae Colorist: Joel Voelker Post Producer: Jen Schmithorst Head of Production: Nannette Buroker Executive Producer: Chris Volckmann Music Supervision: Agoraphone Audio Engineer: John Buroker/HEARby Sound