WTF IFA
You can think of Ideas for Animals (IFA) as a small creative agency that loves to help brands gain traction, become famous, sell product, win hearts, be beautiful, stay relevant, fill their content funnels, stay on track, pivot, announce, celebrate or educate.
Ideas for Animals is mostly “just me,” Evan Fry. I’m a veteran advertising writer, creative director and executive (resume here and below) who knows a thing or two about listening to clients, shaping up projects, thinking strategically, solving creative challenges, writing, directing and designing. Whether it’s naming a company or a product, writing a website, inventing social campaigns, writing superbowl spots, coming up with video content, writing sales decks, or inventing ways for a company to make waves. From stunts that rock society and earn media coverage to innocent little Instagram posts that simply keep the engine running in the background. No job is too big. No job is too small.
I have a killer “bench” of other creatives, as well. I work often with Jay Ferracane. Drew Pautler. Hootie Giangreco. Ashley Etling. And many more. So if you think something might be too big for IFA, think again. We can scale up if the job is great. And the clients are cool.
TL;DR?
I once solicited feedback on Ideas for Animals 1.0 and was scolded for its wordiness.
“Too much writing. Nobody reads anymore. Break it up. Use bullet points…” It stuck with me. So if you’re looking for the “Too Long; Didn’t Read” version, scroll down and watch the video at the bottom (if it’s sheep and wolves, it’s placeholder – real “about IFA” film is being edited now, and will be upladed by the end of June, 2025). If scrolling is too hard for you, (TMS;DS: “TOO MUCH SCROLLING, DIDN’T SCROLL”) then click here.
WORK
IFA is currently working with the following Clients & Partners.
A lot of the work we do is confidential. Here is my historical portfolio of advertising work. If you don’t see anything that you feel is relevant to something you’re wanting to make, say or do, just ask me. I’ve probably done it and just don’t have it on my portfolio site. Or I can learn how to do it.
COACHING
I’ve been a creative coach since 2020. Before that, I was VP / Executive Director of Creative Development at the world’s most creative advertising agency. I get it. I teach it. Let’s talk.
I used to hire, fire and teach creatives. I’ve been there. I learned what it was like to rise through the ranks and suddenly be expected to be a good manager. WTF? I can teach all that. Tap here for information about how I go about it. I call it Stillness Creativity.
FAQs
1. Didn’t you originally start IFA as a “vegan agency”?
I did. That was in late 2022. I’m a certified vegan educator, but I’m also a human. As one of those complex creatures here in this “reality,” I often make what seem like mistakes – and learn as I go. Right after launching IFA the first time, I realized I’m simply not interested in telling anyone how to live or behave. So I stripped that veganism out of IFA. Now I prefer to keep it quiet. And just BE. That said, I do refrain from working with any product or company that exploits animals.
2. How much do you charge?
How much do you have?
That’s only a half joke. But all half-kidding aside, I start with a day rate of $2,000 a day. And I almost always adjust it - either by necessity or by choice. If a client is more comfortable with an hourly arrangement, I start at $250 an hour. But again, it all just depends. I currently work with SPP at $100/hr because that’s what they can afford, and I find a lot of value in learning B2B and Content Marketing, which their CMO is currently into. I also work with a confidential technology at $200/hr, and I’m on retainer with a killer agency in Vancouver, BC at $1,000/day. If the project is good, I find a way. But for sure we are very valuable creative engines here at IFA and we know it. So for the most part, we charge accordingly. And work from there. If you think we are too spendy for your gig, don’t assume. Ask.
3. I read the top and wondered if you forgot about that Evan Fry resume. Did you?
Almost. Here it is:
Evan Fry | 440 S Meyer Ave / Tucson, Arizona / 85701 | 305.926.6275 | evanfry.com / evan@evanfry.com.
I’ve spent the vast majority of my professional career in the advertising industry as a copywriter, creative director, founder, VP, ECD, CCO, freelancer, mentor and design director. I’ve run my own small agency called “fry” since 2015, focusing largely on brands in the cycling industry, and another creative entity called “Ideas for Animals” since 2023. Since 2018, I’ve put a lot more intentionality into the kinds of brands I work with. I greatly admire teaching, peace, and wellness. I’m open to freelance, permalance and full-time position with a company that works to foster those same things, whether directly or indirectly.
Professional Experience
2020 – Present ~ Creative Coach & Mentor, Stillness Creativity
2015 – Present ~ Creative Director / Writer, fry & Ideas for Animals
2012 – 2015 ~ VP/Executive Director of Creative Development, Cripsin Porter + Bogusky
2009 – 2012 ~ Co-Founder / Chief Creative Officer, Victors & Spoils
2002 – 2009 ~ VP/Copywriter/Creative Director/ECD, Crispin Porter + Bogusky
2005 ~ Teacher, Advertising Concept and Writing, Miami Ad School
2009 – 2010 ~ Teacher, Advertising Concept and Writing, University of Colorado
1993 – 2002 ~ Copywriter/ACD, various advertising agencies, San Francisco & Portland
Relevant Education
2024 ~ Pursuing Multiple Accreditations and Versing in all things Generative AI
2022 ~ VLCE / Certified Vegan Lifestyle Coach & Educator, Mainstreet Vegan Academy
2020 ~ Accepted into Orphan Wisdom School & Bolad’s Kitchen
2019 – 2021 ~ Jungian Dream Course, Jung Institute (instructor James Hollis) / Participant: Weekly Online Dream Group (Robert Bosnak) / Jungian Typology Courses (Jon Van Der Steur) / Multiple Courses, Jung Platform
2019 - 2020 – Completed Multiple Deep Nature Intensives, Animas Valley Institute
1992 ~ B.S., School of Journalism, University of Oregon
1990 ~ Associate Degree, Chemeketa Community College, Salem OR
Awards & Recognition
2002 – 2015 ~ Literally/Generally: I’ve obtained every award in the industry, most multiple times (One exception: D&AD Pencil) Specifically: One Show Pencils (Gold, Silver, Bronze – multiple) , International Clio Awards (Gold, Silver, Bronze – multiple), Communication Arts Annual (multiple), Cannes Lions (multiple, inc: Titanium Grand Prix), Kelly Award (multiple, inc: Grand Kelly 2005), Radio Mercury Award (2),
2015 ~ Colorado State Cyclocross Champion / Cat-3 Masters
1992 ~ University of Oregon Copywriter of the Year
1988 ~ Sprague High School Optimist of the Year