Ursinus College, a liberal arts institution, sought to capture the attention of open-minded college-bound students. Recognizing the pressure prospective students face in selecting their life path prematurely, often feeling confined when they should be embracing newfound freedom, our positioning centered on the concept of “purposefully open.” The spots showed Ursinus as a sanctuary for the open-hearted and open-minded, where students are encouraged to embark on a journey of self-discovery and intellectual exploration, free from constraints, and supported in their pursuit of understanding, questioning, and learning without inhibition. A powerful message delivered by two Ursinus graduates offering an open invitation to prospective students to explore that path.