Photo: Ashkan Sahihi - www.ashkansahihi.com

But sooner or later the industry tires of having the same product handed to them, Ivy theorizes. In the ad industry, a handful of companies own everything, and have their preferred agents and preferred photographers – people they know will churn out something predictable (safe?). However, lately small agencies from Europe have been setting up shop in NYC and grabbing bigger accounts – such as Amsterdam-based Strawberry Frog that grabbed Old Navy to the collective gasp of the industry, and signaling that change (and a big “hola, que tal?” reintroduction of creativity) is on the horizon. That has given Ivy and her Eggs a new opportunity to do more creative work. The music industry, she says, is beginning to follow suit, and in 5-10 years Ivy predicts her Eggs will have a piece of the larger labels as well.