With new leadership at the helm, Idaho State was finally ready to tell its story. We launched our first mass media advertising effort under the simple and anthemic moniker ‘Roar’, sharing 30-second moments of students at the decision-making point in selecting Idaho State. The cinematic spots were shot by director Jay Herschel and filmmaker Richard Linklater’s veteran DP Shane Kelly -- bringing a naturalistic, authentic vibe to the performances. Digital and social media support served to reinforce the new brand rally cry and revitalize enthusiasm across the state. After launching the new work, the response from students, alumni, and community members has been overwhelmingly positive, including fundraising hitting record-setting goals, and a 4.5% enrollment increase.