Familiar Creatures, based in Richmond, Virginia, was founded by Justin Bajan and Dustin Artz, two creatives who first teamed up at The Martin Agency. Bonding over a dry sense of humor and a love of 90s hip-hop, they quickly realized they worked faster and better together. After some time freelancing, they reunited during a pitch for Devil’s Backbone Brewery — and ended up displacing bigger agencies. “We loved working on brands that had a point of view and didn’t have to be everything to everyone,” said Artz. That spark led to the birth of Familiar Creatures: a creatively-led, independent shop built to help challenger brands outsmart the big guys, not outspend them.
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Agency Background and History
Bajan and Artz built their partnership inside the fast-paced world of The Martin Agency before freelancing on their own. Reconnecting over a beer brand pitch showed them they could create an agency on their own terms, focused on neglected midsize brands.
What the Agency is Best Known For
“We’re creatively led,” said Bajan. Unlike bigger agencies, Familiar Creatures blends insights with ideas from the start. Artz added, “We always ask — can this strategy actually make great work?” It’s thinking that turns into action — and real results.
With a focus on creativity, collaboration, and speed, Familiar Creatures brings strategic ideas to life without getting bogged down by traditional agency silos. “Good work works,” Artz said — and their process makes sure the work actually connects with people.
Why Independence is Important
Independence keeps them close to the work and even closer to their clients. “Clients get decision makers right away,” said Bajan. Artz emphasized the freedom to break away from rigid systems and build better, more relevant solutions for every brand.
Why Brands Should Work with the Agency
“We’re passionate about outsmarting brand behemoths,” said Bajan. Familiar Creatures brings a collaborative, low-ego attitude to every project — helping brands punch above their weight without feeling overwhelmed or intimidated by the creative process.
Why Talent Should Consider the Agency
Talent at Familiar Creatures can expect to work across different areas, grow quickly, and be genuinely supported. “We care about your growth,” Bajan said. Artz added that they make sure to have regular check-ins, not just annual reviews, to help talent thrive.
Whether or Not the Agency Considers Themselves Weirdos, Misfits or Underdogs
“We started as misfits, graduated to weirdos, and now we’re underdogs,” said Bajan. Competing against the biggest brands — and beating them — is proof that smart thinking, business understanding, and a little bit of scrappy energy go a long way.
The Marketer and/or CMO They Want to Say Hello To
Bajan and Artz would love to say hello to the team at Perfetti Van Melle (makers of Mentos, Airheads, and Chupa Chups). “We need candy!” joked Artz, perfectly capturing their playful spirit — and their ambition to keep building a portfolio of iconic consumer brands.
Agency Site
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Contact
hello@familiarcreatures.com
Phone #: +1 804 286 2077
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
