Contra Costa Community College District recently expanded its free tuition program for full-time students. We were tasked to support this announcement by producing social media video ads to appear in reels and stories. This campaign reinforces the college's brand while letting everyone in the community know that they are now free to explore, learn, grow, create, and discover opportunities unleashed by higher learning. Audience-targeted ads were designed to reinforce emotional connections, reflect our diverse community, speak to their broad spectrum of interests, and illustrate the pathways that are now available to them for free.