To take the pulse of campus life at the University of Texas Austin you need just to glance upward. Whether for football victories, academic celebrations, or when an advertising agency asks nicely, there is a long-standing tradition of lighting the UT Tower like a signal for all Longhorns to stand tall.

Inspired by the Tower and its symbolism, we created four television spots starring real students and tailored to four different audiences: current students, prospective graduate students, potential donors, and high school seniors. What resulted is four different perspectives on the Tower as a physical reminder of UT Austin’s mantra: “What starts here changes the world.”