Case Study: TAMU Veterans — Texas FilmWorks

Challenge

How do you capture the spirit of a university with a legacy of selfless service? For Texas A&M University, the mission was clear: tell the story of an unwavering commitment to veterans and their families. With a military heritage spanning nearly 150 years and a reputation for innovation, Texas A&M sought to create a powerful narrative that would showcase its leadership in veteran support programs and honor its storied past.

Client

Since its founding in 1876, Texas A&M University has been a pillar of service and leadership. From sending Aggies to every major U.S. conflict to pioneering modern veteran support programs, Texas A&M bridges tradition and progress. Rooted in core values like loyalty, excellence, and selfless service, the university has become a national leader in honoring and empowering veterans.

The Need

This wasn’t just another campaign. Texas A&M needed a signature story—one that could highlight its unique initiatives across academics, culture, and service while reflecting its deeply rooted military heritage. The goal? To position the university as the premier veteran-serving institution in the country and inspire audiences nationwide with its ongoing mission.

The Why

Veterans deserve more than recognition; they deserve action. Texas A&M has made it its mission to honor, support, and empower those who have served. By showcasing its innovative programs and unwavering commitment, the campaign aimed to elevate the university’s reputation and engage new audiences with a message of reverence and resolve.

Solution

Texas FilmWorks and Texas A&M MarComm came together to craft a signature story that brought these values to life. Every step of the process—from concepting to final delivery—was designed to create a narrative as impactful as the university’s dedication to veterans.

The project’s scope was ambitious, including:

Collaborative concepting and creative direction
A full production team and logistics
Deliverables tailored for modern audiences: 60, 30, and 15-second cuts in both horizontal and vertical formats

Through evocative visuals, authentic storytelling, and meticulous planning, the final piece captured the reverence and passion behind Texas A&M’s initiatives. The university’s values weren’t just referenced—they were embodied in every frame.

Results

The campaign resonated deeply, amplifying Texas A&M’s commitment to veterans and inspiring audiences far beyond Texas. With over 2.6 million views on YouTube, the project solidified the university’s position as a leader in veteran-serving initiatives. More than a success in numbers, it was a testament to the university’s legacy of service and its ongoing mission to empower those who serve.

Crew

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

Executive Producer: Jim Firestone

Executive Creative Director: Laura Root

Prod. Company: Texas FilmWorks | @txfilmworks

Director: Andrew Kilzer | @andrewkilzer

Producer: Jim Firestone

Producer: Michelle Blakley

Producer: Emily Caroline Sartin

Producer: Char Callaway

Producer: Erin Rees | @er1nrees

Editor: Lindsay Caudle | @lindsandtwins