Sept. 2, 2025
Mizzou has something to say. But we’re not just going to tell you. We’re going to show you. Through the eyes of a real-life Tiger, feel the excitement of an SEC football game, share in the joy of connecting with friends on Francis Quadrangle and get a sneak peek into wonders big — the University of Missouri Research Reactor (MURR) — and small — the inside of a honeybee hive frame.
Breaking through the noise
Now is the perfect time to remind the world of the energy, ambition and community that define Mizzou, the university’s marketing director, Jaime Morgans, BJ ‘01, said.
“We refresh our anthem every few years to keep it feeling current and to present Mizzou in new, compelling ways,” Morgans said. “This year’s update was especially well-timed with the launch of our refreshed brand. It was the perfect opportunity to align our anthem with the new look and feel.”
Unlike an advertisement promoting a product or service, an anthem ad — also called a brand anthem or brand manifesto — is a declaration of an organization’s purpose, values and mission. While many anthems are built around memorable slogans, Mizzou’s new anthem uses the ambient sounds of campus to convey the thrill of discovery and the power of connection.
“We wanted to break through the noise, quite literally. So many university commercials blend together during sporting events, and we knew we needed a different approach,” Morgans said. “By telling the story of one student’s Mizzou experience in her own voice, supported by the actual sights and sounds of campus, we created something emotionally resonant for prospective students and deeply nostalgic for our alumni and fans.”
Settling the score
Of course, every anthem needs a great beat. The creative agency with whom Mizzou Marketing partnered to create the ad composed a just-for-Mizzou original score.
“We knew from the start that music was going to be an important element of the commercial,” director and producer Marco Ricci said. “We had two major goals for the score. First and foremost, we wanted the score to reflect the sound, mood and style of the current Mizzou student. What are they listening to in the residence halls or at the gym? As a result, we gravitated toward a rock and hip-hop sound.
“Our second goal was to create a score that pulsed from soft to loud to complement the natural sound of the scenes without overwhelming it. Because this commercial was primarily about a student’s experience, what they would hear was the most important part of our sound mix.”
Take a peek behind the scenes of the video’s production. Cast and crew filmed for eight days in 18 different locations across Columbia.
A Tiger tells her tale
The student at the center of it all is Lucy Lorenz, a senior in the College of Agriculture, Food and Natural Resources. The ad shows her arriving on campus as a newly minted freshman, learning inside and outside the classroom, participating in Mizzou’s proudest traditions, finding her strength and sense of confidence and — finally — celebrating with her classmates at graduation. Although this is a fictionalized version of Lorenz’s time on campus, it is nonetheless an emblematic example of the Mizzou experience. To that end, Morgans said it was important to find just the right student to star in the ad.
“We held an open casting call for all current Mizzou students and were thrilled by the response. From there, we narrowed it down to our top 30 and spent three days auditioning them,” Morgans said. “We were looking for someone who could authentically express the wonder, curiosity and joy of the Mizzou experience. Lucy embodied all of that. Her deep love for Mizzou and the way she connected with others made her the perfect choice to represent the student voice in this piece.”
The opportunity to represent her peers to the wider world was both humbling and inspiring, Lorenz said.
“This university has had such a profound impact on my life, and being part of the anthem ad felt like a chance to give something back,” Lorenz said. “It was more than just being in a commercial — it was about representing a place that’s shaped who I am.”
The community showed up to help recreate a Homecoming parade in May. Thanks for showing your Mizzou spirit, Tigers!
Iconic sights and sounds
To show the vast and varied opportunities Mizzou offers students meant experiencing campus from some new and exciting vantages. In one scene, Lorenz joins Assistant Reactor Manager-Engineering Caleb Braun and Reactor Operator Christian Hough inside MURR. Operating at 10 megawatts, MURR is the highest-power university research reactor in the United States.
Lorenz also is seen working alongside George Frees, BS ’25, who at the time of filming was double majoring in biochemistry and plant sciences while teaching a beekeeping class through Mizzou’s Honors College.
“There were so many incredible scenes I was excited to be part of, but the beekeeping scene stood out as my absolute favorite,” Lorenz said. “A few years ago, the idea of being surrounded by bees would’ve made me incredibly nervous, but in that moment, I was just filled with awe. I wasn’t acting at all. I was genuinely amazed by the bees and the amount of care and work that goes into tending them. It was such a unique, hands-on experience that pushed me out of my comfort zone in the best way possible.”
Viewers will also see Lorenz enjoying those quintessential Mizzou experiences: cheering on the Tigers at an SEC football game, hanging out with friends on the Quad and enjoying a slice of Shakespeare’s pizza in Columbia’s downtown district. But for Morgans, it wasn’t enough to simply capture Mizzou’s iconic locations. It was important to also capture the university’s energy. A prime example of this storytelling approach is the scene showing Lorenz running in the rain on Stankowski Field.
“We were hoping for rain during that night shoot to capture the emotion of perseverance, of literally pushing through obstacles.” Morgans said. “When the first drops started falling, I was dancing on the sidelines. It was magic.”
Finding inspiration in real-life experiences
Adding to the magic, for Lorenz, was how naturally the story aligned with her own journey at Mizzou. As a student studying sport management , Lorenz was thrilled to get the opportunity to create and pitch a theme night to the marketing director of the Kansas City-based professional soccer club Sporting KC.
“It combined so many different skills — creative thinking, event planning, marketing and understanding fan engagement — all within the context of sports,” Lorenz said. “That project really opened my eyes to how dynamic this field is and how Mizzou’s approach to learning gives you the freedom to explore those connections in a real-world way. It made everything I’ve been studying feel more personal and more possible.”
Conveying the feelings associated with those personal experiences was not a challenge for Lorenz.
“Every emotion in the ad — excitement, curiosity, joy — are ones I’ve truly felt during my time at Mizzou,” Lorenz said. “The spirit of exploration and sense of community the ad captures are exactly what makes this place special. From beekeeping to karaoke nights with friends to late-night study sessions, my Mizzou experience has been all about growth and discovery. So even though I was acting, none of it felt fake.”
Reflecting on themes of growth and discovery has given Lorenz fresh inspiration for enjoying her final year of undergraduate studies here.
“Even though I haven’t graduated yet, being part of this ad gave me a glimpse of what it feels like to look back on your Mizzou journey — and it made me realize how important it is to soak in every moment,” Lorenz said. “From playing pool with friends at The Shack to losing your voice cheering at football games, the ad captures how full of life this experience is. It reminded me to be present, to take advantage of everything Mizzou has to offer and to make the most of every opportunity in the time I have left here.”
