An Inspiring Anthem For a Big 12 Return

The University of Colorado Boulder wanted to make a splash with its return to the Big 12. Carnegie produced a brand anthem video that highlights CU Boulder’s creative spirit and groundbreaking work, bringing new life to the “Be Boulder” story.

Our Approach

As a long-time partner of The University of Colorado Boulder, Carnegie has delivered comprehensive digital and lead generation services to CU Boulder for nearly a decade. With their return to the Big 12, CU Boulder wanted to scale their reputation, extend their “Be Boulder” brand concept, and differentiate themselves from their Big 12 peers. We started with their most high-impact creative piece: a brand anthem to air nationally during football games. 

The concept: a bold, cinematic, unforgettable look at what makes CU Boulder different—high-quality academics, rich campus life, groundbreaking research, and an iconic location. The final video serves as an anchor for further brand strategy and storytelling.

Student Type

Graduate

Solutions

Branding

Digital Advertising

Students participating in sports and campus activities at Carnegie Higher Ed.

What Worked

  • Bold, aspirational copy breaks through the noise to showcase Boulder’s authentic personality.
  • Student perspective visuals ground the video in reality—allowing prospective students to truly see themselves at CU Boulder.
  • A variety of imagery—from football to the classroom to fieldwork—highlights the breadth of a Boulder experience.

Services That Drive Success

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