CreativityOnly One Thing Can Save the Grumpy Monster From His Hellish Day in This Cute AdEvan Fry's passion projectBy David Gianatasio|May 14, 2015ShareBy David Gianatasio|May 14, 2015Share In "Shed the Monster," the brief, pleasingly silly film below, some guy in a brutish latex mask—he looks like Geico's caveman—grunts a lot in pissed-off fashion, as all of life's little challenges conspire to get him down. Discovering an empty milk carton in the fridge, and no car in the garage, he grabs his bike and angrily peddles to the market. (Note how he signals and stops at the stop sign. Good monster!) But along the way, his tension—and beastly makeup—start to fade. By the time he arrives at his destination, he looks and feels human again. (It'll be tough getting those groceries home without a bike basket, but whatever.) Evan Fry, creative development chief at Crispin Porter + Bogusky, and photographer Jamie Kripke crafted the video, about the transformational power of cycling, to promote People for Bikes, an enthusiast organization. "I know this will sound corny and pretentious as hell," Fry tells 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." With that in mind, Fry and Kripke concocted a shaggy-man story that portrays biking as a therapeutic activity for the harried masses. "I've always felt that jumping on a bike, no matter how long the ride, really does help you 'Ride away the grrrr,' " says Fey. "It's awesome to see it resonate with so many folks. For a dot-org to get that many views—32,000 in a month on YouTube—and shares without any paid media to speak of, it is really gratifying." See the behind-the-scenes story of the spot here. CREDITS 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 Vadnais Adweek Adweek