Woodbury University’s new school of Media, Culture and Design is a fusion of art, business, psychology, and cultural studies—an offering that prospective students often found perplexing. Rather than attempting to describe MCD, I decided to focus on a benefit that would appeal directly to its target audience. Students want mentors, they want a clear path, they want a job: they want to find their way. This led to a looping video (placed on the site and in all other marketing), built around the Find message.