Erwin Lubrino is an award-winning TV Promotions Producer and Entertainment Marketing Professional, leading the Promotions Department at TBN. He has shaped campaigns for acclaimed programs including Dr. Phil, The Steve Harvey Show, Andrea Bocelli Specials, MasterChef, and Big Brother, blending cinematic storytelling with strategic audience engagement. Originally from Manila, Erwin began his career at ABS-CBN before joining McCann Worldgroup, producing campaigns for global brands such as Nestlé, Maggi, MasterCard, and the Bank of the Philippine Islands. A PromaxBDA Award winner and 2025 GEMA Awards Judge, he is passionate about creating stories that connect, inspire, and move audiences worldwide.

How many years have you been a judge?

1-3 years

What excited you about judging for the Telly Awards?

I’m excited to see a new batch of work and witness the breakthroughs coming out of our industry. It’s always inspiring to see the creativity, innovation, and bold ideas that our creative community has produced over the past year.

What was your first job in the industry? What did it teach you?

I started as a Promotions Writer at ABS-CBN in Manila, Philippines. I still remember my very first edit—it was for The Singing Bee, the Philippine franchise of the show. That experience taught me that no idea is ever wrong—even the simplest ideas can grow into something great. It also taught me the value of innovation within structure—that even when a network has an established style, there’s always room to create something new, fresh, and memorable.

What project are you most proud to have worked on?

One project I’m really proud of is a sizzle I produced for TBN, a faith and family network. It’s meaningful to me because it goes beyond promotion — it teaches values and highlights stories that uplift and inspire. In a world that moves so fast, I love being part of something that reminds people of what truly matters.

What’s the most challenging part about your job and/or the industry?

The biggest challenge is making your work stand out in such a noisy media landscape. With so much content fighting for attention, the real test is creating something that not only gets noticed but leaves a mark. There’s also the responsibility of navigating social issues and making sure the stories we tell reflect truth and purpose. And of course, with the rise of AI, we’re constantly redefining what creativity means — how to keep the human touch, emotion, and authenticity alive in everything we do.

What do you look for to determine excellence in video?

You know, a lot of people say they look for something new or out of the box, and that’s great—but for me, excellence comes down to effectiveness. It doesn’t have to be a complicated edit; it can be simple and still incredibly powerful. What matters is whether the piece sticks with you, moves you, or leaves a lasting impression. As a judge, I look for work that achieves its purpose creatively, clearly, and memorably—because the work that truly matters is the work that leaves a mark.

What are your current roles and responsibilities and what do you love most about your job?

I head the Promotions Department at TBN, where I manage a team of editors and promo producers, working closely with our marketing and communications teams to create campaigns that elevate the network’s storytelling. What I love most about my job is shaping ideas—guiding the team to make each piece more impactful and effective. It’s incredibly rewarding to mentor and share what I’ve learned over the years, while also learning from my team’s fresh perspectives. That creative exchange keeps the work dynamic and fulfilling.

What initiatives or projects are you working on now that excite you?

I’m most excited about projects that have purpose and social relevance. There’s real power in what we do in media — we can shape perspectives and influence people in meaningful ways, even in those :30-second spots and trailers. I see it as both a privilege and a responsibility to create work that not only promotes but also moves people, sparks reflection, and inspires change, even in the smallest moments.

Do you have any specific practices you lean on to spark creativity?

Our promo team holds regular creative meetings where we review our past work — what worked, what could be stronger, and how we can push ideas further. I really believe in the power of collaboration and open feedback, so everyone is encouraged to share honest critiques, even of my own work. We also inspire each other by showing standout campaigns or edits we’ve recently seen, and talk about how we can bring that same level of creativity and emotion into what we do.

What inspired you to pursue your career path?

Growing up in the Philippines, I was always fascinated by commercials and jingles that just stuck with you. I studied Communication Arts in college, and my favorite classes were TV and advertising — I loved both worlds. When I discovered that there was an entertainment marketing industry, I realized this was exactly what I wanted to do: create short TV pieces that don’t just sell a brand or product, but also communicate values and connect with people. That balance of storytelling and impact has guided my entire career.

In your experience, what is a significant change you are seeing happen in the video, television, and/or film industry, and what insight can you share about how to navigate it?

One of the most significant changes I’ve seen in the industry is the rise of social media. The media landscape has shifted drastically over the past 15 years, and social platforms are now incredibly powerful tools. The key is using them effectively and responsibly, especially when addressing social issues. Content needs to be meaningful, authentic, and thoughtful—because the impact can be immediate and far-reaching.