MakeMake Founder Angus Wall on Rethinking the Creative Assembly Line for the Modern Era

There has long been a structural disconnect at the heart of creative production. Ideas are developed in one place, executed in another, and refined somewhere in between, passed along a chain of specialists built for a different era of media. That model, inherited from a time when production was bound by physical processes and rigid workflows, is increasingly out of step with how ideas are conceived and realized today.

That tension sits at the center of MakeMake’s recent consolidation. Founded by Angus Wall, the newly unified studio brings together a lineage of companies including Rock Paper Scissors, A52, and Elastic under a single banner. The move reflects a broader shift away from siloed, assembly-line production toward an integrated model where strategy, storytelling, design, and execution operate in continuous dialogue. With the addition of a dedicated Story Department and leadership spanning strategy, narrative design, and brand building, MakeMake is positioning itself around a more iterative, collaborative approach to making work.

Brand Storytelling caught up with Wall to discuss the thinking behind the consolidation, what breaks down in the traditional production model, and how a more unified creative spine can change not just how work gets made, but what becomes possible to make in the first place.

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