CP+B’s Evan Fry Sheds the Monster for People for Bikes

By Erik Oster 

Evan Fry, creative development chief at CP+B, teamed up with photographer Jamie Kripke to create “Shed the Monster,” an ode to the transformative power of cycling for enthusiast organization People for Bikes.

In the spot, a man in an over-sized monster mask becomes angry with everyday frustrations like opening the fridge to find an empty carton of milk. When he goes to the garage he finds that the car is taken, and angrily pedals away on a bike instead. Soon, though, he’s enjoying the bike ride so much that he slowly becomes more and more human, and by the time he reaches the grocery store he has “shed the monster” and is a normal dude again. For Fry, it was a personal passion project, with the message echoing his own relationship with and life-long love of bicycles.

“I know this will sound corny and pretentious as hell,” Fry told AdFreak, “but ever since I was a little kid, cycling in one form or another has been my therapy, my church, my athletic pursuit, my trusted friend and my main vehicle for growth. I’ve always felt that jumping on a bike, no matter how long the ride, really does help you ‘Ride away the grrrr.”


Writer/Director: Evan Fry
Writer/Director/DP: Jamie Kripke
Producer: Corey Bartha
Monster: Darin Toonder
Edit: Beast
Editor: Sam Selis
Producer: Erin Dykman
Executive Producer: Ron Rendon
VFX/Online Artist: Jim Reed
Colorist: Dave Ludlam
Executive Producer, Color: Thatcher Peterson
Color Producer: Antonio Hardy
Color Coordinator: Diane Valera
2D Lead: Tim Robbins
VFX Producer: Kiana Bicoy
VFX Coordinator: Jillian Lynes
Music: Beacon Street Studios
Composers: Andrew Feltenstein & John Nau
EP/Head of Production: Leslie DiLullo
Mix and Sound Design: Beacon Street Studios
Mixer: Mike Franklin
Assistant Mixer: Aaron Cornacchio
Monster FX: AFX Studio
Producer: Kate Vadnai