https://philbinmichael.com MICHAEL PHILBIN | COPYWRITER Mon, 16 Mar 2026 02:31:04 +0000 https://philbinmichael.com en https://philbinmichael.com/Strata-Elite-x-Citibank Mon, 16 Mar 2026 02:31:04 +0000 MICHAEL PHILBIN | COPYWRITER https://philbinmichael.com/Strata-Elite-x-Citibank Strata Elite x Citibank In early 2026, Amex Platinum and Chase Sapphire Reserve hiked their annual fees (again) despite years of complaints regarding their overly-complicated, coupon book-style card benefits. Citi took this as an opportunity to do things differently. To set themselves apart from the outsized and outspending luxury card behemoths. Introducing the Citi Strata Elite -- a premium card with a single, powerful purpose: delivering more points on the stuff you actually spend money on. DIRECTOR: Aircastle // D7 EDIT: Tom Scherma // Cosmo StreetECD: Pete JohnsonCD: Jana Pejkovska Made @ LEO NY︎︎︎ 01 HERO FILM 02 OLV https://philbinmichael.com/Budweiser-x-Lionel-Messi Fri, 09 Sep 2022 15:50:54 +0000 MICHAEL PHILBIN | COPYWRITER https://philbinmichael.com/Budweiser-x-Lionel-Messi Budweiser x Lionel Messi After a week of speculation, Lionel Messi announced he would be staying at FC Barcelona for at least one more season, triggering one of the biggest social media moments in football history. Within 48 hours, we used Messi’s new partnership to craft a uniquely-Messi response to the flurry of pundit opinions: they say a lot about Lionel Messi, and in return, he prefers to let his actions speak for themselves.Press: Muse by CLIO, AdAge, Forbes, Creativity Pick of the Day2021 CANNES LIONS, SILVER&nbsp; 2021 CLIO SPORTS, SILVER&nbsp; 2021 ONE SHOW, BRONZE&nbsp; 2021 SHORTY AWARDS WINNER X2 &nbsp; 2021 WEBBY AWARDS NOMINEE X3 EDIT: Jim Helton // Final Cut ECD: James Cowie&nbsp; CD: Heather English&nbsp; ACD: Chris Wernikowski, Jeff Rozman AD: Ashley White Made @ D.NY︎︎︎ 01 TEASER FILM 02 KEY IMAGE <img width="1340" height="804" width_o="1340" height_o="804" data-src="https://freight.cargo.site/t/original/i/69a0df0c657701d6a90785575451655638a434b6dfc739daea3c073fb2930577/OOH-Be-a-King_1340_c-1.jpg" data-mid="152510144" border="0" src="https://freight.cargo.site/w/1000/i/69a0df0c657701d6a90785575451655638a434b6dfc739daea3c073fb2930577/OOH-Be-a-King_1340_c-1.jpg" /> 03 ACTIVATION https://philbinmichael.com/Lactaid-x-Farmer-Dave Fri, 09 Sep 2022 15:50:55 +0000 MICHAEL PHILBIN | COPYWRITER https://philbinmichael.com/Lactaid-x-Farmer-Dave Lactaid x Farmer Dave Due to its somewhat clinical-sounding name and a natural association to the brand’s line of pharmaceutical products, a lot of people assume that Lactaid is a milk substitute. The fact of the matter is, it’s not. Lactaid is 100% real milk, just without the lactose. To drive this point home, we’ve brought in a real farmer and his cow to set the record straight. DIRECTOR: Joe Pernice ECD: George Decker ACD/AD: Ashley White Made @ D.NY ︎︎︎ 01 OLV <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1cc3922503a035bf05dced7f02894103ef212832aff1c7693b49ed4613f5b981/cold_ones_25_agency_cut_2a_static_ball.00_00_31_12.still004.png" data-mid="178966107" border="0" data-scale="33" src="https://freight.cargo.site/w/1000/i/1cc3922503a035bf05dced7f02894103ef212832aff1c7693b49ed4613f5b981/cold_ones_25_agency_cut_2a_static_ball.00_00_31_12.still004.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2dd8058913f3217124a58642e91e98adcd1bb6168f0ad4a33b8eb1ac45847e18/Cold-Ones-VFX_30_TV_JJL0165000H.01_00_25_07.Still013.png" data-mid="178966058" border="0" data-scale="33" src="https://freight.cargo.site/w/1000/i/2dd8058913f3217124a58642e91e98adcd1bb6168f0ad4a33b8eb1ac45847e18/Cold-Ones-VFX_30_TV_JJL0165000H.01_00_25_07.Still013.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/9b5d6cd13343322082486ab2c7aa60e30aae87854829f37b8ad63e6bbd259258/cold_ones_25_agency_cut_2a_static_ball.00_00_24_16.still005.png" data-mid="178966060" border="0" data-scale="33" src="https://freight.cargo.site/w/1000/i/9b5d6cd13343322082486ab2c7aa60e30aae87854829f37b8ad63e6bbd259258/cold_ones_25_agency_cut_2a_static_ball.00_00_24_16.still005.png" /> 02 TVC https://philbinmichael.com/Toyota-Trucks Fri, 09 Sep 2022 15:50:55 +0000 MICHAEL PHILBIN | COPYWRITER https://philbinmichael.com/Toyota-Trucks Toyota Trucks Toyota Trucks are typically outclassed by other “work truck” brands. They don’t quite have the capabilities that blue collar workers require during the week. So instead, we focused on what they can do for your weekend. Less “work,” more “play.”2017 HATCH AWARDS, Bronze 2017 HATCH AWARDS, Merit DIRECTOR: Paul Gay // Interrogate ECD: Greg Almeida, Travis Robertson CD: Brian Hayes, Jim O’Brien AD: Ryan Dalton Made @ MMB︎︎︎ 01 TVC 02 PRINT<img width="2500" height="1686" width_o="2500" height_o="1686" data-src="https://freight.cargo.site/t/original/i/699d8a2d04314d1555c759bc38e99b75e15500af5abfc54a56140c579cf5746d/Toyota_Air.jpg" data-mid="152519932" border="0" src="https://freight.cargo.site/w/1000/i/699d8a2d04314d1555c759bc38e99b75e15500af5abfc54a56140c579cf5746d/Toyota_Air.jpg" /> <img width="2500" height="1686" width_o="2500" height_o="1686" data-src="https://freight.cargo.site/t/original/i/b767c54d432956c7f39f4d7022d4bf2f7a0e3a4c73fe1130f9282b99e59f06d2/Toyota_App.jpg" data-mid="152519933" border="0" src="https://freight.cargo.site/w/1000/i/b767c54d432956c7f39f4d7022d4bf2f7a0e3a4c73fe1130f9282b99e59f06d2/Toyota_App.jpg" /> <img width="2500" height="1673" width_o="2500" height_o="1673" data-src="https://freight.cargo.site/t/original/i/b16236b1097308330d3bf7b2f5c0775307229e58df52275921fbef8091834306/TPW-Tundra-Michael1-copy.jpg" data-mid="152519934" border="0" src="https://freight.cargo.site/w/1000/i/b16236b1097308330d3bf7b2f5c0775307229e58df52275921fbef8091834306/TPW-Tundra-Michael1-copy.jpg" /> <img width="2500" height="1673" width_o="2500" height_o="1673" data-src="https://freight.cargo.site/t/original/i/cb4f39012869ea2b6d8e761ccf4aa01a9827f0bdb9c7d1dce4ac7310bc965476/GSTP18019_TPW-April-copy.jpg" data-mid="152519898" border="0" src="https://freight.cargo.site/w/1000/i/cb4f39012869ea2b6d8e761ccf4aa01a9827f0bdb9c7d1dce4ac7310bc965476/GSTP18019_TPW-April-copy.jpg" /> <img width="2438" height="1632" width_o="2438" height_o="1632" data-src="https://freight.cargo.site/t/original/i/1092d030461d3bcbab8361418d09cea46ecd5013db2ebb46245315e69df2b928/SplashC.jpg" data-mid="152519931" border="0" src="https://freight.cargo.site/w/1000/i/1092d030461d3bcbab8361418d09cea46ecd5013db2ebb46245315e69df2b928/SplashC.jpg" /> <img width="2500" height="1673" width_o="2500" height_o="1673" data-src="https://freight.cargo.site/t/original/i/c7d6ed6d08325fbe5db6537d6d8ee08a9b212edef1033281c03bc920dbb32ecb/TPW-Tundra-Michael3.jpg" data-mid="152519936" border="0" src="https://freight.cargo.site/w/1000/i/c7d6ed6d08325fbe5db6537d6d8ee08a9b212edef1033281c03bc920dbb32ecb/TPW-Tundra-Michael3.jpg" /> <img width="2438" height="1632" width_o="2438" height_o="1632" data-src="https://freight.cargo.site/t/original/i/c6ef011b640f661ca76f88f6a222f4f393a1962fbcb74f810e21e7e56f3343f8/Tundra-Fish4B.jpg" data-mid="152519951" border="0" src="https://freight.cargo.site/w/1000/i/c6ef011b640f661ca76f88f6a222f4f393a1962fbcb74f810e21e7e56f3343f8/Tundra-Fish4B.jpg" /> 03 AUDIO https://philbinmichael.com/Swisher-Blunts Tue, 17 Dec 2024 16:39:22 +0000 MICHAEL PHILBIN | COPYWRITER https://philbinmichael.com/Swisher-Blunts Swisher Blunts 2024 LaunchSwisher has officially landed in the cannabis space.&nbsp; After decades of DIY blunt-rollers proclaiming Swisher as the gold standard, the company decided to make it official. Using their state-of-the-art facilities to manufacture and roll the most prestine bones ever rolled, it was our job to (re)launch the brand -- not as a cigarillo company, but as the OG brand name for blunts. DESIGN: Alexandre Correa CCO: Ashley Rudder ECD: George Decker ACD/Art: Ashley White Made @ D.NY︎︎︎ 01 BRANDING <img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/049346fb06bf6af76802b283f7ec7c47c6b67dcf46aa8e86dad987745e28b56e/d86d7bb0-2468-436e-9dcb-07ee94210380_rw_1920.png" data-mid="223480191" border="0" src="https://freight.cargo.site/w/1000/i/049346fb06bf6af76802b283f7ec7c47c6b67dcf46aa8e86dad987745e28b56e/d86d7bb0-2468-436e-9dcb-07ee94210380_rw_1920.png" /> <img width="5315" height="3543" width_o="5315" height_o="3543" data-src="https://freight.cargo.site/t/original/i/f7352a178f38f0acd8519d7dd495b3d19c41057372eb1c34fb58c515afd547cb/9.jpg" data-mid="223480202" border="0" src="https://freight.cargo.site/w/1000/i/f7352a178f38f0acd8519d7dd495b3d19c41057372eb1c34fb58c515afd547cb/9.jpg" /> <img width="800" height="618" width_o="800" height_o="618" data-src="https://freight.cargo.site/t/original/i/eada20a114b1969f980ae8474881e3103ec9ba4d71a14e99d186fc205653d5d2/8e1f9942-5167-4478-8732-e89235472e42.jpg" data-mid="223480199" border="0" src="https://freight.cargo.site/w/800/i/eada20a114b1969f980ae8474881e3103ec9ba4d71a14e99d186fc205653d5d2/8e1f9942-5167-4478-8732-e89235472e42.jpg" /> <img width="1920" height="960" width_o="1920" height_o="960" data-src="https://freight.cargo.site/t/original/i/418c7e8ecf827e0a63bd0410e157c4b5386deb357f572b542d316bf76e3a3476/d6935d2a-706f-4550-8ce5-f8bcd2f17d00_rw_1920.jpg" data-mid="223480194" border="0" src="https://freight.cargo.site/w/1000/i/418c7e8ecf827e0a63bd0410e157c4b5386deb357f572b542d316bf76e3a3476/d6935d2a-706f-4550-8ce5-f8bcd2f17d00_rw_1920.jpg" /> <img width="5315" height="3543" width_o="5315" height_o="3543" data-src="https://freight.cargo.site/t/original/i/803a52b8cd56ae900bd781ff400ed878574a232f1bc14f93c82d192137fefaf1/5.jpg" data-mid="223480300" border="0" src="https://freight.cargo.site/w/1000/i/803a52b8cd56ae900bd781ff400ed878574a232f1bc14f93c82d192137fefaf1/5.jpg" /><img width="5315" height="3543" width_o="5315" height_o="3543" data-src="https://freight.cargo.site/t/original/i/bb156e25bf9a844a220eff7978d58cc3553c697334a5c0e3f8ceac7a906b2d1d/13.jpg" data-mid="223480303" border="0" src="https://freight.cargo.site/w/1000/i/bb156e25bf9a844a220eff7978d58cc3553c697334a5c0e3f8ceac7a906b2d1d/13.jpg" /> <img width="5315" height="3543" width_o="5315" height_o="3543" data-src="https://freight.cargo.site/t/original/i/2007b4556ed5be37e88e124f3f9399e6ac27c1dc501590c086d5c47dbbb2aaba/11.jpg" data-mid="223480305" border="0" src="https://freight.cargo.site/w/1000/i/2007b4556ed5be37e88e124f3f9399e6ac27c1dc501590c086d5c47dbbb2aaba/11.jpg" /> <img width="3543" height="5315" width_o="3543" height_o="5315" data-src="https://freight.cargo.site/t/original/i/38260bfb879842627f0d72a78eae4b109d20fdb00a0016f24f92fdcb86047d65/14.jpg" data-mid="223480310" border="0" src="https://freight.cargo.site/w/1000/i/38260bfb879842627f0d72a78eae4b109d20fdb00a0016f24f92fdcb86047d65/14.jpg" /> 02 PRODUCT NAMING <img width="1920" height="1201" width_o="1920" height_o="1201" data-src="https://freight.cargo.site/t/original/i/2774b5845b91a69f3a24fa8f9dbcbb3f3fedc14e50020ffd32d746c361fd1fdb/3493c7e0-859d-476e-ba0e-1a9bea4b0819_rw_1920.png" data-mid="223480317" border="0" src="https://freight.cargo.site/w/1000/i/2774b5845b91a69f3a24fa8f9dbcbb3f3fedc14e50020ffd32d746c361fd1fdb/3493c7e0-859d-476e-ba0e-1a9bea4b0819_rw_1920.png" /> <img width="1920" height="1123" width_o="1920" height_o="1123" data-src="https://freight.cargo.site/t/original/i/d194dc1a7cc7a4dd3431cb0f0e89a9da76cc39b9dbce7bb63110cd1aaa04226c/bd527400-6a00-4b7b-81a0-800b5055ab9c_rw_1920.gif" data-mid="223480321" border="0" src="https://freight.cargo.site/w/1000/i/d194dc1a7cc7a4dd3431cb0f0e89a9da76cc39b9dbce7bb63110cd1aaa04226c/bd527400-6a00-4b7b-81a0-800b5055ab9c_rw_1920.gif" /><img width="1920" height="1123" width_o="1920" height_o="1123" data-src="https://freight.cargo.site/t/original/i/00180ab5376f03a804d66ae64693b034d27538cb1a29586d2b37a6cd9904d6bd/93d5df66-f105-4a32-bd15-47c6d5e3b02f_rw_1920.png" data-mid="223480336" border="0" src="https://freight.cargo.site/w/1000/i/00180ab5376f03a804d66ae64693b034d27538cb1a29586d2b37a6cd9904d6bd/93d5df66-f105-4a32-bd15-47c6d5e3b02f_rw_1920.png" />03 DIGITAL + SOCIAL <img width="600" height="750" width_o="600" height_o="750" data-src="https://freight.cargo.site/t/original/i/6fd9a1db5b8a3214ef5dfae60f95385be07d12299bdee6c4bbb3f1a7fe229b2c/8a9948bf-cd11-4972-aff1-155904bc88bb_rw_600.gif" data-mid="223480415" border="0" data-scale="32" src="https://freight.cargo.site/w/600/i/6fd9a1db5b8a3214ef5dfae60f95385be07d12299bdee6c4bbb3f1a7fe229b2c/8a9948bf-cd11-4972-aff1-155904bc88bb_rw_600.gif" /><img width="600" height="750" width_o="600" height_o="750" data-src="https://freight.cargo.site/t/original/i/142efc1748d05788f747135e9f51152db89d402b331ac0c11263b5c8e27651af/22b97f11-a03d-47f4-9a72-906093e8be8a_rw_600.gif" data-mid="223480416" border="0" data-scale="32" src="https://freight.cargo.site/w/600/i/142efc1748d05788f747135e9f51152db89d402b331ac0c11263b5c8e27651af/22b97f11-a03d-47f4-9a72-906093e8be8a_rw_600.gif" /><img width="600" height="750" width_o="600" height_o="750" data-src="https://freight.cargo.site/t/original/i/9d2be4b797d0fea0665247b21023e1615fc813aa7ced6ffab7066451e0b7eaac/42156077-8717-4c2a-bc13-3331bcf674f9_rw_600.gif" data-mid="223480419" border="0" data-scale="32" src="https://freight.cargo.site/w/600/i/9d2be4b797d0fea0665247b21023e1615fc813aa7ced6ffab7066451e0b7eaac/42156077-8717-4c2a-bc13-3331bcf674f9_rw_600.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8ac47b4a1296f405e78f19d3610642d0b4b5a9cd8fbe7779b40fee6f43d319e5/af4d3c12-8cec-4b1d-b7b0-fad33224deb3_rw_1920.gif" data-mid="223480562" border="0" src="https://freight.cargo.site/w/1000/i/8ac47b4a1296f405e78f19d3610642d0b4b5a9cd8fbe7779b40fee6f43d319e5/af4d3c12-8cec-4b1d-b7b0-fad33224deb3_rw_1920.gif" /> &nbsp;&nbsp;<img width="600" height="750" width_o="600" height_o="750" data-src="https://freight.cargo.site/t/original/i/3c934cbe6d83c9cd7329c1d4b69f98afff3fb317307b96629e6b300da83bf942/b6239983-20c1-40d6-91ff-f091772b01bf_rw_600.gif" data-mid="223480880" border="0" data-scale="100" src="https://freight.cargo.site/w/600/i/3c934cbe6d83c9cd7329c1d4b69f98afff3fb317307b96629e6b300da83bf942/b6239983-20c1-40d6-91ff-f091772b01bf_rw_600.gif" /> <img width="3543" height="5315" width_o="3543" height_o="5315" data-src="https://freight.cargo.site/t/original/i/577b5dc7aad7f5dc9b22bc491775e7e28930b36238458fd919cb1003a8508d43/8.jpg" data-mid="223480893" border="0" data-scale="99" src="https://freight.cargo.site/w/1000/i/577b5dc7aad7f5dc9b22bc491775e7e28930b36238458fd919cb1003a8508d43/8.jpg" /> <img width="394" height="700" width_o="394" height_o="700" data-src="https://freight.cargo.site/t/original/i/7058b1747f8b0675ee77c4c94ff79ffb022a8b203205e110cdcfbd94c5f264d1/fd206079-b18f-4c41-89ef-d95ac25ca01c_rw_600.gif" data-mid="223481527" border="0" data-scale="48" src="https://freight.cargo.site/w/394/i/7058b1747f8b0675ee77c4c94ff79ffb022a8b203205e110cdcfbd94c5f264d1/fd206079-b18f-4c41-89ef-d95ac25ca01c_rw_600.gif" />&nbsp;<img width="394" height="700" width_o="394" height_o="700" data-src="https://freight.cargo.site/t/original/i/74488f1bf3754116229b964bebbb835314bb413ed06e42aec1ec2345c8c3a641/93096305-830e-4d3e-8d6c-f37a653d4100_rw_600.gif" data-mid="223481543" border="0" data-scale="48" 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/> https://philbinmichael.com/Lactaid-x-Don-t-Think-Twice Wed, 20 Dec 2023 23:47:53 +0000 MICHAEL PHILBIN | COPYWRITER https://philbinmichael.com/Lactaid-x-Don-t-Think-Twice Lactaid x Don’t Think TwiceNothing strikes fear in the heart of those with sensitive stomachs quite like a dairy-laden delight. Frozen with fear, they must quickly weigh the pros and cons of indulging in such a self-destructive snack. Well, with Lactaid, you don’t have to think twice. DIRECTOR: Matt Kazman // Bows &amp; Arrows ECD: George Decker ACD/AD: Ashley White Made @ D.NY ︎︎︎ 01 2023/24 OLV 02 2023/24 SOCIAL https://philbinmichael.com/Low-Cash-Mode Fri, 09 Sep 2022 16:40:16 +0000 MICHAEL PHILBIN | COPYWRITER https://philbinmichael.com/Low-Cash-Mode Low Cash Mode // PNC Bank The “watch out.” One of life’s little blessings. From blindspot monitors to hurried waiters yelling “hot plate!”, a bit of fair warning can make all the difference. That’s why PNC Bank offers Low Cash Mode, the financial “watch out” that gives you overdraft alerts and the time you need to reverse them without charging a fee.DIRECTOR: Ben Quinn // Superprime ECD: Jeff Vinick, Joanne Scannello ACD: Jeff Good, Dahee Song AD: Ashley White Made @ D.NY︎︎︎ 01 TVC 02 LAUNCH FILM https://philbinmichael.com/Toyota-RAV4 Fri, 09 Sep 2022 16:45:48 +0000 MICHAEL PHILBIN | COPYWRITER https://philbinmichael.com/Toyota-RAV4 Toyota RAV4 The RAV4 is made for the adventurous type. Or… at least those who would like to be perceived as the adventurous type. But with a go-getter attitude and a bunch of miscellaneous gear that you picked up at the nearest Dick’s Sporting Goods, the difference is nearly impossible to spot.DIRECTOR 01: Brian Billow // O PositiveDIRECTOR 02: Noah Marshall // RAKISH ECD: Greg Almeida, Travis Robertson CD: Brian Hayes, Jim O’Brien AD: Ryan Dalton, Sadie Devane Made @ MMB︎︎︎ 01 2019 TVC 02 2020 TVC 03 AUDIO https://philbinmichael.com/PNC-Bank-Brand Fri, 09 Sep 2022 16:51:59 +0000 MICHAEL PHILBIN | COPYWRITER https://philbinmichael.com/PNC-Bank-Brand PNC Bank Forward progress looks a little different on everyone. At PNC Bank, our mission is to help you move forward financially. Whether it’s little steps or giant leaps for mankind.DIRECTOR: Peter Martin // The Corner Shop ECD: Jeff Vinick, Joanne Scannello CD: Jeff Good, Dahee Song ACD/AD: Ashley WhiteCW/AD: Amanda Brown, Jasmine Gainous Made @ D.NY ︎︎︎ 01 TVC 02 COMMUNITY PLAN TVC https://philbinmichael.com/Toyota-Camry Fri, 09 Sep 2022 16:58:51 +0000 MICHAEL PHILBIN | COPYWRITER https://philbinmichael.com/Toyota-Camry Toyota Camry The all-new 2020 Camry is closer to a sports car than any past iteration of the tried and true sedan. It’s a very exciting time for new owners, which is why we can’t blame you for getting a little bit carried away.DIRECTOR: Mike Andrews // Sanctuary ECD: Greg Almeida, Travis Robertson CD: Brian Hayes, Jim O’Brien AD: Brian Ratner Made @ MMB︎︎︎ 01 TVC 02 AUDIO