TL;DR
I led the "Magic Makers" campaign for Hotel Shanker, a human-first storytelling project celebrating the extraordinary loyalty of staff members with 24 to 32 years of tenure. By highlighting the people behind the "magic," we embedded a culture of care into the brand’s identity, strengthening both internal morale and external brand equity.
Stack I Used
Planning & Scheduling: Microsoft Excel & Planoly (Managing the documentary release calendar and social aesthetics)
Production: Professional Nikon D850 video rig and Adobe Premiere Pro (Delegated to the visual team for post-production)
Interview Design: Custom, low-friction interview frameworks designed to maintain comfort for non-English speaking staff
Distribution: Meta Business Suite & YouTube Studio (Natively managing the high-impact social rollout)
The Strategy of Care
Most hospitality properties churn out generic, over-polished content that feels disconnected from the actual guest experience. For this campaign, I wanted to pull back the curtain and show the real faces behind the "Magic" at Hotel Shanker—specifically individuals like Rabi,and our proud gardener of 32 years. The goal was to prove that this kind of decades-long loyalty only happens in an organization that truly cares for its people. By humanizing the heritage brand, we used a powerful psychological hook to demonstrate that if the hotel cares this deeply for its staff, that care naturally extends to every guest.
Executing a documentary series with staff members who were being filmed for the first time required a delicate approach. I personally drafted the interview questions but left the final scripting to my visual team to keep the environment as relaxed and authentic as possible. Since many subjects didn’t speak English and were understandably nervous, my brief was to let them simply be themselves. I knew that the more uncomfortable they felt, the more "shabby" and forced the content would become. By keeping the production simple and low-pressure, we captured a raw sense of pride that resonated far more than a scripted corporate ad.
Creating these campaigns was incredibly rewarding, especially because the owners gave me the creative freedom to treat this as a long-term brand investment rather than a quick commercial ad. Projects like "Magic Makers" function on two levels: they build deep emotional trust with external audiences, but they also serve a vital internal function by celebrating the lifework of the team. Even though we lacked hard attribution data, seeing the happiness of the staff and the positive response from the client proved that emotional ROI is often the most important currency for a heritage property.
Executing a documentary series with staff members who were being filmed for the first time required a delicate approach. I personally drafted the interview questions but left the final scripting to my visual team to keep the environment as relaxed and authentic as possible. Since many subjects didn’t speak English and were understandably nervous, my brief was to let them simply be themselves. I knew that the more uncomfortable they felt, the more "shabby" and forced the content would become. By keeping the production simple and low-pressure, we captured a raw sense of pride that resonated far more than a scripted corporate ad.
Creating these campaigns was incredibly rewarding, especially because the owners gave me the creative freedom to treat this as a long-term brand investment rather than a quick commercial ad. Projects like "Magic Makers" function on two levels: they build deep emotional trust with external audiences, but they also serve a vital internal function by celebrating the lifework of the team. Even though we lacked hard attribution data, seeing the happiness of the staff and the positive response from the client proved that emotional ROI is often the most important currency for a heritage property.
Learning
At the Top of Funnel, emotional ROI is frequently more vital than immediate commercial conversion, as it builds the foundational brand trust that drives long-term success. While I missed the chance to track direct impact through a follow-up survey, the campaign succeeded in making "care" the defining characteristic of the Hotel Shanker brand.