The question "If I had to describe Edinburgh Napier University in one word" immediately sets up the video's premise.

The video features a series of individuals sitting in director's chairs against a solid red background. Each person is asked to describe Edinburgh Napier University in one word. The pacing is quick, with each person speaking for only a few seconds. The video ends with a graphic that says 'Edinburgh Napier University' and 'Leading the Charge. Must Be Napier.'