PHIL MONAHAN || Creative Content

The Orvis Quick-Start Guide to Fly Fishing is the only book a first-time angler needs to go from zero to catching fish in no time at all. Many people believe that learning to fly-fish is very difficult, but the truth is that, with a little expert instruction, anyone can become a successful fly fisher in a matter of days. Phil Monahan’s just-the-basics approach will teach you what makes fly-fishing so special, exactly what tackle and gear you need for any given fishing situation, how to cast a fly rod, and fundamental fly-fishing techniques that catch fish. Everything is explained simply, clearly, and concisely without a lot of extraneous information, so you’ll have the knowledge and skills to go out on the water with confidence.
Important topics include:

• Tackle Selection—Making sure you have the right tools
• Casting—Including step-by-step photos featuring Orvis instructor Pete Kutzer
• Fish Biology and Behavior—Understand the species you’re targeting
• Basic Entomology and Fly Selection—How to identify and imitate the bugs trout eat
• How to Read Water—Learn where fish live in rivers and lakes
• Fly Presentation—How to put all this knowledge together to catch fish
• Warmwater Fly Fishing—A whole chapter on how to catch bass and panfish

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Monahan (editor in chief of MidCurrent.com) accomplishes the rare feat of distilling what often feels like an overwhelming and complex sport into its most essential, approachable components. This task is not easy, especially given fly-fishing’s reputation for steep learning curves. However, Monahan, an accomplished writer in the fly-fishing world and a fly-fishing guide, is uniquely suited for the job. His experience on the water gives him insight into what often mystifies beginners. Through years of fly-fishing, he has learned how to explain the core techniques clearly and without unnecessary complication. Rather than burden readers with exhaustive detail, Monahan focuses on the fundamentals, ranging from understanding tackle selection to basic techniques to catch fish. Step-by-step photos, concise explanations, and a thoughtful structure make this an approachable guide for aspiring anglers. Recommendations for further reading and online resources are included, which gives readers the ability to continue their fly-fishing journey with confidence.

VERDICT With this guide in hand, even novices can approach their first fly-fishing experience more confidently; experienced anglers can also benefit.

—Gary Medina

“The Great Awaits” is a brand-content campaign designed to express Orvis’s dedication to helping its customers experience the wonder and awe in nature. Designed as feature spreads in the Orvis catalog, they were also built as web pages on the company site. Phil Monahan oversaw the project, writing two of the four features and editing all of them. (Click each image for a larger version.)

From 2021-23, Phil Monahan conceived, planned, wrote, and oversaw production of “Follow the Water,” a multi-media campaign designed to encourage support for Everglades restoration. With the help of the Orvis Creative department, an external film crew, and a variety of experts in the field, Phil was able to tell a complex story in an engaging and entertaining way.

Comprising a long-form video, a microsite with separate pages for each portion of the Everglades watershed, and an extensive social-media campaign, “Follow the Water” served to educate the audience about the scope of the restoration projects and express Orvis’s commitment to conservation.

Visit the “Follow the Water” Microsite

The “Moment of Chill” campaign—conceived and executed by Phil Monahan—was a series of short videos, posted daily to Orvis’s social-media channels, designed to help consumers pause and de-stress from the frantic pace of the holiday season and connect to the natural world.  The videos would break through the noise of the holiday, reminding viewers of Orvis’s core values.

By most measures, “Moment of Chill” was a big success. In the first year, total social-media engagements were +66% to plan, and the “Moment of Chill” videos generated 1.6M engagements, which was slightly more than all other social posts combined generated over the same period.

Moment of Chill