Behind the Award: The Story of My NYX Video Award Win for The Plaza Hotel Commercial

Behind the Award: How I Crafted the NYX-Winning Plaza Hotel Promo

Let’s be real: when you’ve worked in web design and video for over 20 years, you see a lot of cool projects—but some just hit different. The Plaza Hotel promo was one of those rare moments where everything I love about storytelling, branding, and technical craft collided. That’s how I landed the 2021 NYX Video Award for Outstanding Marketing/Commercial, but honestly, the story behind the scenes is way more interesting than just the trophy on my shelf.

The Ask: Not Just Another Hotel Video

The Plaza Hotel isn’t just a building—it’s a New York legend. When their team reached out, their brief was clear: “Make us look as iconic on video as we are in person, and drive real bookings, not just views.” No pressure, right?

I knew from the jump that a cookie-cutter approach wouldn’t fly. The Plaza’s been in movies, music videos, and a thousand travel blogs. If I wanted to stand out, I had to dig deeper—find the emotional core, the untold story, and make every frame feel as grand as their lobby.

My Process: Where Strategy Meets Craft

The Challenges: Turning Roadblocks into Wins

1. Deep Dive Discovery

Before I even touched a camera, I spent days just absorbing the brand. I walked the halls, talked to staff, listened to guests, and pored over the hotel’s history. What I found? The Plaza isn’t just luxury; it’s nostalgia, aspiration, and New York energy all rolled into one.

2. Storyboarding with a Conversion Mindset

My web design brain kicked in here. I mapped out the video’s narrative like I would a high-converting landing page:

• Hook them in the first five seconds
• Build emotional resonance by showcasing real moments (not just empty rooms)
• Layer in subtle calls-to-action that don’t feel salesy, but nudge viewers toward booking

3. Technical Execution: No Corners Cut

I shot on location using a mix of cinematic and run-and-gun techniques—think sweeping drone shots, intimate close-ups, and dynamic movement. In post, I leaned hard on Adobe Premiere and After Effects to create transitions that felt elegant, not flashy. Color grading was crucial: I wanted every shot to feel warm, inviting, and timeless.

I also created multiple edits: a hero 2-minute version for their website, plus punchy 15-second and 30-second cuts for social. Every version was optimized for its platform, because context is everything if you want real engagement.

4. Syncing Video with Web Design

Here’s the secret sauce: I was redesigning The Plaza’s website at the same time. That meant I could integrate the video seamlessly—no awkward embeds, no clunky load times. The video became a living, breathing part of their digital experience, not just a one-off asset.

No project is smooth from start to finish. We had last-minute schedule changes, lighting headaches (those chandeliers look great, but wow, do they mess with exposure), and of course, the challenge of making a legendary hotel feel fresh.

But every challenge forced me to get creative. Tight turnaround? I streamlined my editing workflow. Tricky lighting? I spent extra hours in post to nail the mood. I don’t stop until my client is 100% happy—period.

The Results: More Than Just an Award

Winning the NYX Video Award was a huge honor, but here’s what mattered more: The video didn’t just get applause from the industry. It drove real business. The Plaza saw a spike in direct bookings, more engagement on their social channels, and a ton of positive feedback from guests.

For me, that’s the mark of a successful project—when creativity and strategy come together to move the needle for my client.

What This Means for My Clients

If you’re reading this as a potential client, here’s the takeaway: I don’t just make pretty things. I craft digital experiences—whether it’s a website, a promo video, or a full campaign—that are rooted in strategy, executed with obsessive attention to detail, and designed to get results.

The Plaza project is proof: when you bring together story, craft, and a relentless focus on what actually works, you get more than an award. You get growth, recognition, and a brand that stands out in a crowded world.