Case Study: TAMU STAND — Texas FilmWorks

Challenge

What does Texas A&M stand for? It’s a question that echoes beyond the campus and across the nation. Texas A&M University sought to answer it boldly and powerfully through a national PSA campaign. The goal was ambitious: craft a compelling narrative that could connect with audiences unfamiliar with the university’s storied history and deeply rooted values. Two versions—a 30-second and a 60-second spot—needed to not only inspire but also clearly define the essence of Texas A&M.

Client

Texas A&M University is more than just a name—it’s a legacy. With over 79,000 students and a global presence, this institution is a beacon of leadership, service, and innovation. Known for its rich traditions and transformative impact, Texas A&M sought to elevate its identity on a national stage, far beyond the gridiron.

The Need

This wasn’t about producing a typical university spot. Texas A&M needed a dynamic, emotionally resonant PSA that captured the heart of its mission: to lead with character, serve with purpose, and innovate with courage. The task? To articulate these values in a way that would ignite pride in those who know Texas A&M and intrigue those who don’t.

The Why

A great university is defined by its ideals. Texas A&M wanted this campaign to showcase its unique spirit, bridging its traditions with its vision for the future. The PSA needed to resonate with audiences nationwide, elevating the university’s profile and solidifying its reputation as a leader in education and service.

Solution

To bring this vision to life, Texas FilmWorks and Texas A&M joined forces to create something extraordinary. Together, we built a narrative that honored the university’s traditions while looking boldly toward the future.

The production brought together some of the industry’s best—expert cinematographers, a top-tier crew, and a director of photography who knew how to capture the essence of Texas A&M. Every detail mattered. From the original music score that stirred emotion to the meticulously directed voice-over that brought the script to life, the team collaborated at every stage to ensure the message was as powerful as the institution itself.

In post-production, every frame, every edit, and every hue was carefully crafted. Texas A&M’s MarComm team worked hand-in-hand with Texas FilmWorks to fine-tune the piece until it was nothing short of iconic.

Results

The finished PSA didn’t just answer the question—it defined Texas A&M on a national stage. It became a rallying cry, a testament to the university’s enduring values and bold vision. With over 20 million views on YouTube alone, the STAND campaign didn’t just reach audiences—it moved them. Texas A&M’s spirit had never been more vivid, more resonant, or more inspiring.

Crew

Executive Producer: Ethan Braden, VP Marketing & Communications, Texas A&M University

Executive Creative Director: Laura Root

Prod. Company: Texas FilmWorks | @txfilmworks

Director: Andrew Kilzer | @andrewkilzer

Art Director/Copywriter: Stewart Wade

Producer: Michelle Blakley

Producer: Emily Caroline Sartin

Producer: Racardo D. Davis | @koloredbykardo

Producer: Erin Rees | @thinkbigproductions

Production Supervisor: Jessica Flores | @jessyief

1st AD: Roy Castillo