TUX Creative House has earned five Platinum awards at the 2026 MUSE Creative Awards, securing top honors for its campaign W Hotels x Hotel Tales across multiple social media categories.
The MUSE Creative Awards is a prestigious international advertising awards platform, celebrating excellence and innovation in the realms of creative design, advertising, and digital media. The award honors the extraordinary craft that shapes compelling narratives and leaves a lasting impact on audiences. Platinum represents the highest level of recognition, placing the work among the most distinguished global entries in creative strategy, storytelling, and execution.
Developed for W Hotels, Hotel Tales reasserts the brand’s cultural presence through a campaign built on lived moments, distinct personalities, and environments that reject sameness at every turn. The work draws from the brand’s origin as a counterpoint to the so-called “Beige Age,” channeling that energy into a contemporary platform designed for a new generation of travelers who expect texture, character, and point of view.
Featuring figures such as Chloë Sevigny, Orville Peck, and Miranda Makaroff, each story unfolds with a sense of immediacy, shaped by personal perspective and anchored in the kinds of experiences that resist replication. The result lands as a series of vignettes that feel observed rather than staged, capturing the friction, glamour, and unpredictability that define the W Hotels experience.
Executed across long-form video, paid media, and social distribution, the campaign expanded globally with additional episodes in Macau, Budapest, Florence, and Dubai, demonstrating a concept that travels cleanly across markets while retaining its voice.
The 2026 MUSE Creative Awards, organized by the International Awards Associate, drew more than 13,000 entries from around the world. Work was evaluated through a blind judging process by an international panel of industry experts, with recognition awarded based on creative excellence and execution.