Michael Rubin is a creative director whose inventive, conceptual approach infuses the unexpected into advertising, entertainment, and editorial.







︎︎︎    Meet The Pinks

“Meet the Pinks” is a commercial spot inspired by the campiness of 1970’s cartoons like He-Man and the Superfriends, the narrative follows four “insulation superheroes” as they power up on the newest version of Owens Corning’s signature pink insulation, called Next Gen.

As Creative Director at Hero Collective, I co-wrote and co-creative directed this spot and campaign along with Hero's Executive Creative Director, John Frazier. Account director Sam Cyphers, account executive Amanda Sisti, Producers Andrés Cortes and Jackie Brown and their team at Neuplot were all instrumental in bringing the final spot and campaign to life.
Campaign 

Given that the brand had a long history of success with a vintage cartoon character like the Pink Panther, we rooted our process of conceptualization on references like the over-the-top high-camp of cartoons like He-Man, the Wonderfriends, and Captain Planet We pitched Owens Corning on digital campaign to mark the rollout of their newest evolution of one of their signature products, fiberglass insulation.

Our engagement for Meet The Pinks social campaign was 40x higher than the previous average at any Owens Corning division. We doubled followers on Owens Corning Residential social accounts in less than a year and helped to ensure that the product, PINK Next Gen™ Fiberglas™ Insulation was sold out for the entirety of 2021, with future product on back-order for 6 months.



︎︎︎   You Don’t Say

We were asked by our client, Owens Corning, to create a spot that would help pro remodelers understand how they can make additional sales by proposing Atticat Insulation to their homeowner clients in need of a comfortable and easy-to-install home insulation system.

The client emphasized the need to make an emotional connection with pro remodelers proving that we understood the daily concerns and pressures of their business in a pithy, entertaining way.

Commercial Spot 

As Creative Director at Hero Collective, I co-wrote and co-creative directed this spot along with Hero's Executive Creative Director, John Frazier. Account Director Sam Cyphers and Producer Tony Mingee helped make the initial concept a reality. We initially wrote a handful of scripts, each with different approaches. The client zeroed in on their favorite of the bunch, "You Don't Say", a spot that keyed in on the too-close-for-comfort picture pros get into their client's lives, as these crestfallen customers soldier through unusually uncomfortable conditions, waiting for someone to see them in their plight, stop the madness, and come to their rescue.



︎︎︎    Target - Black Brand Wonderland

Black Brand Wonderland is an integrated campaign that transports consumers into a world of wonder, bringing to life the stories of Target’s Black-owned brands through creativity, “imaginative storytelling” and tech-fueled experiences.
Campaign

We saw an opportunity to position Target as an incubator of Black business and culture, partnering with Black creators in key markets to develop in-store and digital experiences that would surprise, delight the Black Beyond Measure audience.



︎︎︎    Clear Valley Report

A hapless bureaucrat finds himself in a starkly vacant urban landscape amidst the 2008 housing crisis and begins to descend into madness.

Clear Valley Report follows Mr. Tom Gomm, Director of Accounts for the Northeast Region of Clear Valley Foods, in the midst of the financial crisis of 2008.
Short Film

A surreal comedy I wrote and directed, Clear Valley Report was an official selection at Palm Springs International ShortFest, Filmfest Dresden, and São Paulo International Short Film Festival, and Bowery Film Festival. Clear Valley Report tracks Mr. Tom Gomm, Director of Accounts for the Northeast Region of Clear Valley Foods, in the midst of the 2008 financial crisis.

I used a bold and unconventional cinematographic approach to tell the story of Tom Gomm, a hapless bureaucrat who finds himself in a starkly vacant urban landscape. Using sharp visual contrasts and jarring tone shifts, the film frames the character in environments of brutalist architecture to evoke a sense of alienation, evoking a unique brand of humor in the process.



lf you’d like to get in touch to chat about creative endeavors, you can send him an email at mikejrubin@gmail.com.