• by Aaron Baar , June 20, 2016

Powering everything from Space Shuttles to laptops, Intel has plenty of stories to tell, and the company is looking for innovative ways to tell them. 

The company’s Global Production Lab, the production arm of Intel’s in-house Agency Inside, has just launched a first-of-its-kind mentorship program. Working with film and communication schools in the United States and the United Kingdom, the company will work to help students students develop their production skills while learning the structure and workflow of an ad agency and global corporation at the same time. 

“I want to integrate these interns from film schools into our work flow,” Teresa Herd, vice president, global creative director for Intel, tells Marketing Daily. “They will be working on real media assets and deliverables.”

The program -- which Herd says helps fulfill Intel Chief Marketing Officer Steve Fund’s charge to connect more directly with Millennials -- will include roundtable discussions with leaders from multiple Intel departments, Silicon Valley entrepreneurs and industry leaders from other disciplines. The initial group, which begins work this summer, includes a producer, motion designer and cinematographer from USC, an editor from UCLA and a sound designer from the U.K. National Film & Television School. 

“If we want to have influence in the category going forward, [we thought,] ‘Why don’t we bring them into the team?” Herd says. “Our goal is to make the best quality work. We weren’t going to do this if we couldn’t get the students to do their best work.”