In this conversation, Warren Cook, co-owner of Make Something Beautiful LLC, shares his journey from a creative director in advertising to a filmmaker focused on authentic storytelling. He discusses his passion for capturing unique stories in Fort Worth, the importance of personal connections in filmmaking, and his transition to working with Texas A&M. Warren emphasizes the value of quirky, offbeat campaigns that resonate with audiences and the significance of casting diverse voices to tell compelling narratives. In this conversation, John Azoni and Warren discuss the intricacies of higher education marketing, focusing on the production process, the importance of authenticity, and the creative risks involved in storytelling. They share insights from their experiences, including the challenges and rewards of filming in various settings, the recognition received for their work, and the future projects on the horizon for Make Something Beautiful. The discussion emphasizes the need for higher ed marketers to push boundaries and create content that resonates with students.

What You’ll Learn:

• Authenticity Over Advertising: Warren transitioned from advertising to filmmaking in pursuit of honest storytelling. He prioritizes real, unscripted moments and believes in showcasing people as they truly are—quirky, passionate, and genuine.
• Relationships Are Central to Storytelling: His process involves deeply connecting with subjects, often forming lasting relationships beyond the shoot. For Warren, storytelling is as much about the people behind the camera as it is those in front.
• Quirky, Theatrical Style with Substance: Blending Wes Anderson’s theatrical flair with real-life moments, Warren’s style is visually unique but always grounded in truth. He embraces creative risks to make content that surprises and delights—especially in spaces like higher ed and corporate environments.
• Student-Driven, Diversity-Rich Content Wins in Higher Ed: From casting to production, Warren focuses on individuality—highlighting students’ real lives, hobbies, and voices. His Texas A&M campaign succeeded by letting students lead the narrative, showcasing their personalities and fringe interests like cosplay and LARPing.
• Creative Freedom and Trust Lead to Impactful Work: Warren credits successful projects to trust and collaboration, especially when clients let go of traditional marketing expectations. The result? Award-winning work that resonates with audiences by breaking away from cliché higher ed visuals.

Resources & Links:

• Connect with Warren on LinkedIn: https://www.linkedin.com/in/warrencook/
• Follow John on LinkedIn: https://www.linkedin.com/in/johnazoni
• Learn more about UNVEILD: https://www.unveild.tv
• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter
  
  

Links to things they referenced:

• “Where You Belong” video: https://www.youtube.com/watch?v=2HuNiDUqCE0
• Visit Fort Worth stories - “Rambo” the photographer: https://vimeo.com/247396898?share=copy
• “Bug Girl” solo story: https://www.msb-creative.com/project/the-bugs/