> At a Glance
> – Sara Leeds, 31, quit agency work in 2023 to film doormen
> – Her TikTok/Instagram series “Doorman Stories” has profiled 100+ staffers
> – Fan-favorite Noel Maguire, 63, spends Wednesdays aiding unhoused neighbors
> – Why it matters: Leeds turns “overlooked” workers into local celebrities, reshaping how New Yorkers view their front-door families
Sara Leeds traded advertising pitches for elevator banks. The result: a viral video series that pulls back the brass-plated curtain on the lives of New York City doormen.
From Agency Desk to Apartment Lobby
While working at a creative agency in 2023, Leeds discovered she loved being on camera. She wanted a project that felt like an “authentic slice of New York” and realized doormen-steady fixtures in her Upper East Side childhood-were the perfect subjects.
- Leeds filmed her first doorman in 2023
- Series now counts 100+ episodes across TikTok and Instagram
- Episodes run roughly 20 minutes
- Many doormen are also artists, musicians, entrepreneurs, parents
Leeds tells News Of Los Angeles:
> “No one is ‘just’ a doorman.”
Grandmother’s Doorman Sparked the Idea
Visits to her grandmother introduced Leeds to doormen who had known the family for 50 years. When she later moved into a building with its own staff, she saw how residents formed quiet, trusting bonds with the people who held their keys and their secrets.
Spotlight on Noel Maguire
Night-shift doorman Noel Maguire, 63, became a breakout star. Between greeting tenants, Maguire:
- Raises funds for the unhoused through the Ellen Maguire Foundation
- Loads his Lennon-decorated truck with sleeping bags, coats, toys
- Has collected hundreds of thousands of dollars over 11 years
Maguire tells News Of Los Angeles:
> “I know every doorman has a different story, and when [Sara] heard mine, she was very appreciative of what I do.”
Why Viewers Keep Watching
Content rarely touches typical Gen Z fare like fashion or finance, yet engagement stays strong. Residents light up when their doormen appear on-screen, and strangers tag friends to celebrate their own lobby guardians.
Leeds says:
> “I hope people take away a new or added level of appreciation for such an essential part of N.Y.C.’s workforce.”
Key Takeaways
- Leeds swapped agency life for storytelling, proving niche ideas can find massive audiences
- “Doorman Stories” reframes front-door staff from background figures to neighborhood anchors
- Maguire’s philanthropy shows how one person’s outreach can inspire thousands online
- Short-form video can deepen-not dilute-respect for everyday labor
One 20-minute chat at a time, Leeds is giving New York’s quietest caretakers the loudest applause.
