The scene opens high above the South Campus and iconic Hayes Hall before flashing to images of vibrant campus life and glimpses of the dedication UB students put in behind the scenes — in the library, in the lab, in the weight room.

“Here, we put in the work,” the narrator says. “To be exceptional. To transform ourselves. So we can learn to transform the world.”

That is the opening of a new public service announcement (PSA) for UB. Watch for the video to be broadcast in the months to come during nationally televised UB football games, at open house and special university events, and on social media.  

The PSA will air in 60-, 30-, 15- and 6-second spots.

Check it out.

“For those who aren’t familiar with UB, the public service announcement shows everyone what our university has to offer as a flagship institution and one of the nation’s leading public research universities,” says John Della Contrada, vice president for university communications.

“For alumni and those of us at UB, it reminds us what we have to be proud of. It brings forward UB’s determination as a community and our core brand attributes: purposeful ambition, radical empathy, global perspective and bold participation,” Della Contrada says.

The concept was to show UB students “engaged in the passionate pursuit of their ambitions” and what it takes to get there — the practice, the studying, the hours in the lab, the sweat in rehearsal. It shines a spotlight on UB’s spirited campus life and talented students working alongside award-winning faculty.

Filmed during May and June, the PSA also gives viewers a “sense of place” at UB, setting the scene with striking footage of the campus and showcasing spaces that foster collaboration and community. Among the locations featured include One World Café, the Center for the Arts, Baird Point, the Motion Simulation Lab, Alumni Arena Natatorium and the Abbott and Silverman libraries.

The narrative emphasizes how the UB community takes on new challenges without hesitation and inspires one another to do more while embracing individual differences. The tone is inspiring, hopeful and determined, with a dramatic music track, setting the stage for all that can be accomplished at UB.

“The University at Buffalo is a place of inspiration,” the narrator says. “A place of big ideas and bold ambitions. Of extraordinary thinkers and pride in being part of something remarkable.”

“That’s why,” the narrator continues, “students from all around the world come …”

“Here,” says Nina Tucker.

“Here,” responds Marcus Lolo.

“Here,” answers Rajyavardhan Karra.

“Here,” says Rachel Millington.

“Here,” the narrator says, “is how it all begins.”