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TUX named one of Adweek’s Fastest Growing AgenciesW Hotels
Interesting people, interesting stays. For W Hotels, storytelling isn’t just a campaign device—it’s the brand’s signature. Hotel Tales continues that legacy in cinematic form: a 360° series that captures the unpredictable energy, intimacy, and spontaneity of a stay at any of their hotels. Each chapter peels back the curtain on the kind of moments you truly had to be there to experience. Every episode features intriguing guests and celebrated figures opening up about the spontaneous and memorable moments they’ve had there. Tell me more
Interesting people, interesting stays. For W Hotels, storytelling isn’t just a campaign device—it’s the brand’s signature. Hotel Tales continues that legacy in cinematic form: a 360° series that captures the unpredictable energy, intimacy, and spontaneity of a stay at any of their hotels. Each chapter peels back the curtain on the kind of moments you truly had to be there to experience. Every episode features intriguing guests and celebrated figures opening up about the spontaneous and memorable moments they’ve had there.
One mark of a stay at W Hotels is the curiosity you’ll feel with each guest you cross – compelling encounters that make you wonder ‘Who are they?’ ‘What have they been up to?’ Tapping into that mystique, we created a new video series, Hotel Tales, along with a collection of stills featuring some of W Hotels’ most notable guests, like Chloë Sevigny, Orville Peck and Miranda Makaroff, as they relived the stays that stayed with them.
The campaign was awarded Gold for the Best Hospitality Campaign at The 2025 Shorty Awards and captured a high-value audience through a strategic mix of long-form, short-form, and dark social content that exceeded industry benchmarks.
Our first two episodes featuring Chloë Sevigny and Miranda Makaroff generated more than 512M impressions, 25M video videos and 25M total media impressions, including features in Elle, WWD and AdAge, marking it as one of W Hotels most successful brand campaigns of the last decade.
Since the cultural landscape has long played a critical role in the brand’s success, we worked on unearthing how today’s context might play a supporting role in W Hotels’ “main character” comeback.
If the 90s had been the ‘Beige Age,’ we might aptly dub our current era the ‘Grey Days,’ as things are drearier now than they were back then; research has found that 60% of all the world’s objects, items, and materials are now black, white, or grey – a color scheme that matches a now pervasive and deep existential dread. Today, nearly 1 in 2 (49%) Millennials feel trapped by their life, while 70% are not where they thought they’d be at this point in their life.
Here was an opportunity we knew W Hotels was uniquely poised to own.
So, our brand campaign invited our audience to check into W Hotels to check out of the ordinary. We sought to highlight the brand’s difference: a promise that each guest experience is unique and memorable. We framed the brand’s core offering as an antidote to the mundane – inviting guests into bespoke experiences where the only constant is extraordinary.
Hotel Tales: “You Had To Be There.”
Interesting people make for interesting stays, and both are a hallmark of W Hotels. So, we created a campaign that invited audiences into the rich, curiosity-provoking world of W Hotels. Here, we focused on the magnetic energy of its spaces and guests – who they are, why they’re here, what they’ve been up to.
In candid, naturalistic style, celebrated personalities like “it” girl and icon Chloe Sevigny recount one-of-a-kind experiences they’ve had during a W Hotels stay. Our approach celebrated the hotel as more than a destination, positioning it as a living stage where stories emerge, interesting people collide, and the uneventful turns eventful. Told in individual snippets, the stories were selected to spark intrigue and create a sense of whimsy that would fuel our audience’s desire to escape normalcy.
One mark of a stay at W Hotels is the curiosity you’ll feel with each guest you cross – compelling encounters that make you wonder ‘Who are they?’ ‘What have they been up to?’ Tapping into that mystique, we created a new video series, Hotel Tales, along with a collection of stills featuring some of W Hotels’ most notable guests, like Chloë Sevigny, Orville Peck and Miranda Makaroff, as they relived the stays that stayed with them.
The campaign was awarded Gold for the Best Hospitality Campaign at The 2025 Shorty Awards and captured a high-value audience through a strategic mix of long-form, short-form, and dark social content that exceeded industry benchmarks. Our first two episodes featuring Chloë Sevigny and Miranda Makaroff generated more than 500M impressions and features in Elle, WWD and AdAge, marking it as one of W Hotels most successful brand campaigns of the last decade.
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