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Sweaty palms, jitters, nerves, adrenaline鈥攊n college they happen whether you鈥檙e about to step into an arena, onto a stage or into a make-or-break final. How well you manage and prepare for those quiet, anxious moments often determines success during the main event.

The Moment Before: That鈥檚 the title of this year鈥檚 CU Boulder Pac-12 commercial, which airs during each Buffaloes football game and on the Pac-12 Network.听

For the high-profile TV spot, the university asked its own advertising students to pitch ideas.

鈥淲e all had jitters because stakes were high, but I think I speak for everyone when I say we were prepared,鈥� says Ben Rindels (Advert鈥�17), one of the four students who pitched the concept as part of the Portfolio class offered by CMCI鈥檚 Department of Advertising, Public Relations and Media Design.听

鈥淲e took a step back to ask, 鈥榃hat are the moments that we enjoyed in college, and what are the best moments at CU,鈥欌�� says team member Carolina Dangelo (Advert鈥�17).听

During their research, the team watched other Pac-12 commercials and noticed that many of the ads were interchangeable.听

鈥淚f you look at most other colleges鈥� commercials, you can replace that college鈥檚 name with any other school,鈥� says Jacob Glazier (Advert鈥�17). 鈥淲hat they don鈥檛 really touch on is what makes them unique.鈥�

The final product鈥攑roduced by the university鈥檚 central communications office鈥攚as a universitywide collaboration, with a music student composing the score, and CU students and baby直播app members participating as actors.

The ad highlights parallels between the techniques athletes use to win games and the techniques students use to earn honors.听

鈥淲e wanted to create a metaphor about preparation, muscle memory and repetition鈥攖hings students do that are like athletes,鈥� says Rachel Wood (Advert鈥�17). 听

For these students, it was a touchdown right before graduation.听