W Hotels x Hotel Tales

Objective
W Hotels broke onto the hospitality scene in loud opposition to "The Beige Age," an era of bland uniformity. W Hotels redefined the industry with vibrant, design-forward experiences.
As the luxury landscape shifted toward a new generation of travelers, the brand sought a marketing platform reflecting bold, design-driven environments across its properties – a campaign that would reclaim their place as cultural tastemaker in the eyes of an ever more discerning creative class.
Execution
To bring this campaign to life, we returned to the beginning – those unforgettable moments that can only happen at W Hotels, and the iconic characters who lived them.
Our talent approach became the campaign's hinge. We worked with a diverse range of cultural figures including actor Chloë Sevigny, artist Orville Peck, and multimedia artist Miranda Makaroff, whose unique perspectives naturally lent themselves to the "you had to be there" moments W Hotels is known for.
With its blend of ironic storytelling, bold visual language, and culturally resonant talent, Hotel Tales brought W Hotels' brand promise, "check in to the extraordinary," to life through long-form video, paid media, and dark social.
The campaign expanded globally with four additional episodes featuring Kenny Kwan (W Macau – Studio City), Emma Winder (W Budapest), Isaac Carew (W Florence); Adwa Bader (W Dubai - Mina Seyahi) – validating the concept's compelling nature regardless of language and market.