Date: Debuted September 2012
Project: Texas A&M is nationally known as the "Home of the 12th Man," a reference to the student body that stands during the entire game, ready and willing to assist their football team. But the spirit of the 12th Man extends far beyond the playing field, and the university’s signature broadcast television commercial was created to show that. This commercial held even more significant as the university’s move to the Southeastern Conference created the opportunity to introduce Texas A&M, its academic excellence and unique traditions to an entirely new national audience.
Execution: The 30-second spot titled "What You Stand For" highlights the impacts of Texas A&M at the state and national levels, while showing the university's core values and land-grant heritage in action — all while capturing the spirit of the 12th Man, a 90-year-old university tradition. The ad, which was filmed over the summer of 2012, was broadcast during televised NCAA sporting events, including the university's inaugural SEC games that aired on the ESPN and CBS networks. It also was shown during home football games at Kyle Field. The commercial was created in partnership with Belmont Icehouse, a Dallas-based advertising agency and Reel FX, a Dallas-based production company.
Texas A&M Brand Story
Date: Debuted November 2012
Project: Texas A&M's rise to becoming one of the hottest collegiate brands in the U.S. was well-documented in national media, but Aggies around the country were anxious to hear how their university had made this move. Jason Cook, former vice president for marketing and communications, was making dozens of appearances presenting a talk about the Texas A&M brand story to A&M Clubs, student organizations and more.
Execution: Cook's 30-minute presentation was filmed and edited down to a four-minute version, which then premiered on Texas A&M's YouTube channel. In the video, Cook shares the reasons for the university's transition to the Southeastern Conference and how athletics proved to be a vehicle that introduced millions of people to Texas A&M, which in turn expanded the national footprint of the brand. The video has been viewed more than 15,000 times.
2013 AT&T Cotton Bowl Classic Coverage
Date: Jan. 4-5, 2013
Project: The Aggie football team capped off its momentous inaugural season in the Southeastern Conference by making an appearance in the 2013 AT&T Cotton Bowl Classic. Festivities leading up to the Cotton Bowl — which was played at Cowboys Stadium in Arlington, Texas — as well as the game itself were photographed and shared in real-time across the university’s social media platforms.
Execution: The driving force behind the coverage was simple: showcase the Cotton Bowl experience for the thousands of fans who wouldn’t be able to experience it in person. Pre-Cotton Bowl images captured and shared included signs of support for the Aggies across the Dallas-Fort Worth area and photos of the thousands of Aggie fans who attended Midnight Yell at the Fort Worth Stockyards. On game day, pre-game images like an impromptu yell practice and the Fightin’ Texas Aggie Band marching into the stadium were shared. During the game, shots of the crowd and the band’s halftime performance were taken, and finally, photos of the victory celebration were shared after the Aggies defeated the Oklahoma Sooners. The Facebook album, where the photos were housed, received more than 22,500 likes and 3,300 shares.