Tux Creative House Brings the Latest Episode of W Hotels Global Campaign "Hotel Tales" to Life

Oct. 27, 2025

TUX Creative House, the award-winning full-service creative agency, is releasing the next episode in W Hotels ambitious and ongoing global brand campaign, Hotel Tales, that dramatizes the curiosity-provoking world of W Hotels by tapping intriguing guests who share their untold stories and epic moments that can only happen at W Hotels.

The latest chapter of Hotel Tales features Orville Peck — the boundary-breaking South African-born country singer and songwriter known for his distinctive voice and signature Lone Ranger-style mask. Peck recounts the race to find his mask after he loses it while on tour, and how a W Insider tracked it down and returned it to him on a silver platter. The episode was shot in and around the newly transformed W Austin.

This episode follows previous installments from TUX that starred award-winning actor Chloë Sevigny and multidisciplinary artist Miranda Makaroff, and resets the modern tone and cultural relevance for a brand that radically disrupted the luxury lifestyle hospitality space. TUX partnered with W Hotels to design a global video series that visually expresses and amplifies the  brand’s ongoing evolution, reaffirming its relevance and reclaiming its role as cultural tastemaker in the eyes of an evermore discerning creative class. Each episode of Hotel Tales features stories so unexpected that “you just had to be there” and invites guests to “next time, be there”. 

 

Chelsea Matthews, creative director, TUX said:

“Bringing our new episode to life with Orville has really cemented our energy in this campaign platform. Landing these short and curious stories that align tightly to our choice of talent isn’t easy, but the hard work to get there is seriously fun, thanks to our collaboration with the team at W Hotels.”

 

The branding effort portrays W Hotels as a place that rewards curiosity and delivers to its guests compelling, unexpected encounters and unforgettable characters that make them wonder of their fellow travelers: “Who are they?” and “What have they been up to?”

The new creative launches this week and runs through December. The :47 face-mask adventure has been iterated in one :15 and four :06 versions, four BTS videos, 10 stills, four unique social assets and will be edited into a hero trailer that includes all seven global episodes to drop late October. The work will appear across paid and social media that includes TikTok, Instagram, and YouTube.

TUX Creative House won the W Hotels business on a project basis in 2024. The previous two Hotel Tales episodes generated 140M+ impressions, 13M+ video views and 25M press impressions, and received Shorty Awards’ 2025 Gold Honor in Hospitality.