Andrea’s Week in USC Annenberg’s Bay Area Immersion Program
For my spring break, I made a week’s worth of core memories for my career development in the Bay—San Francisco. It was the most impactful experience and also USC Annenberg’s first time in a long time to have USC Annenberg’s Bay Area Immersion program. This program provides an unforgettable week of hands-on experience at the intersection of technology and public relations. It helps students connect with industry leaders, gain real-world insights, and elevate their skills in a region buzzing with innovation. Students have the opportunity to transform their spring break into a powerful career-building opportunity. And that I did for my last spring break as a senior undergraduate student—and I truly wouldn’t have changed my decision.
If there’s anything I could rewind, it’d be every day of that week—because truly, it was an experience I will always cherish and am so grateful for. As a transfer student, moments like these reminded me just how important it is to take advantage of every resource your school offers—it’s a no-brainer. I think USC Annenberg’s programs are curated with consideration and open doors for students who want to see, in real life, what a career really looks like. Plus, of course, there are the USC alumni who are truly all over the world—they make these experiences even more special. Their presence and support add a layer of connection that makes everything feel possible.
So if you could? I’d say apply to any Maymester that sparks your interest. If you’re anything like me—someone curious about innovation, the future of technology, and its leading industry leaders—this program is it for you!
The 2025 USC Annenberg Bay Area Immersion Program opened applications for undergraduate and graduate students in late September and closed submissions in mid-October. Applicants were required to answer short essay questions reflecting on the program’s relevance to their future career goals. Afterward, students selected a time slot for a group interview. By late November, accepted students were notified and invited to an information session to prepare for travel, meet the team behind the program, and explore the program’s course structure.
For what my cohort calls the “Baymester” program, I enrolled in an undergraduate class called “ASCJ-420: Annenberg Collaboratory” that I participated in for the week. This class was headed by Burghardt Tenderich, a professor of practice at USC Annenberg’s Journalism School, and Jeremy Booker, along with Jacqui Allen, the Career Development team behind the immersion program. Students were told to depart from LAX to San Francisco so that most could travel together—unless they drove directly (which, having a brother who is a Cal alum, was something that usually happens when I go to the Bay, so my family drove). Professor Tenderich’s curriculum encouraged research in public relations, emphasizing real-world practical assignments with companies over traditional classroom lectures.
Unlike any typical abroad program where students usually spend the majority of their curriculum in a classroom, our classes during the week largely consisted of us gathering before each company visit to discuss the companies we were meeting. These briefings allowed us to prepare for who we were meeting and plan any questions we might have, as well as encourage active participation when visiting.
If you are curious about what this looked like, here are some highlights from my experience.
Finding Home (and Pizza) in the Wharf
As students in the program, we were placed in Fisherman’s Wharf in San Francisco, which became our hotel spot and unofficial “home base.” Being true Trojans, unified with spirit and excitement, we huddled like penguins to scour potential dinner options on our first day. Despite it being the first time many of us were meeting, we were all united by one clear goal: food. And naturally, with so much ease and joy of new friends and connection, what’s something that never disappoints? Pizza.
From Co-Working to Compost: Exploring Shack15 and Recology with VSC, Archie and Vijay
Who knew working remotely in San Francisco could feel so fun, collaborative, and inspiring? That’s exactly the vibe we experienced at SHACK15—a beautiful, energizing workspace where professionals from across the Bay gather not only to work, but also to connect through events like sound baths, happy hours, and panel discussions.
Our exclusive tour was guided by Archie and Vijay Chattha, the powerhouse couple behind VSC—a leading remote-first public relations firm that helps brands accelerate into vertical market leaders through a mix of PR, content marketing, and multimedia storytelling. Archie, a USC alum, was incredibly kind and insightful throughout our time together, offering not only access to the space but a window into the lifestyle of innovation, flexibility, and intention.
From this sleek, forward-thinking hub, we took a quick 360-degree turn—both literally and mentally—to Recology, VSC’s client that has shifted traditional waste management to resource recovery with Glacier robotics in San Francisco’s largest MRF recycling centers, Recycle Central @ Pier 96. It became one of the most eye-opening stops of the entire trip.
Wearing full worker gear, we toured the facility and witnessed firsthand how tons of waste are processed every day. We learned how employees and machines work together to sort and manage the city’s trash. But the most impactful realization? Not all plastic is recyclable. Many of the items we use daily—disposable utensils, wrappers, and packaging—can’t be broken down and end up in landfills.
After that experience, I’ve genuinely started to think twice about my habits—what I consume, how I dispose of waste, and how much of it could be avoided in the first place. As consumers, it's crucial to recognize our role in the system and the importance of being intentional with our waste. Our choices do make a difference, and what we buy and throw away has lasting effects on the environment.
The Magic of Pixar
Visiting the Pixar headquarters was magical—for many reasons. Besides seeing the iconic “Mine, mine, mine” seagull statue from Finding Nemo perched atop a building, along with other motifs from Pixar movies scattered throughout the campus, it was the vision of Steve Jobs and other Pixar leaders that truly struck me. Learning that Jobs believed, “If a building doesn’t encourage [collaboration], you’ll lose a lot of innovation and the magic that’s sparked by serendipity,” was incredibly inspiring. He had purposefully designed the building to encourage people to leave their offices and mingle in the central atrium with people they might not otherwise meet.
It was also fascinating to learn that, in the past, the Pixar campus design had originally separated different employee disciplines into separate buildings—one for computer scientists, another for animators, and a third for everyone else. However, the team realized that collaboration could be more organic, so while the design has these buildings for specific stages in the animation process now it had evolved to bring people together.
If there’s one thing I learned from Pixar, it’s this: Always be influenced by the people in your circle, and the outside world will follow. That’s what makes storytelling authentic and real. Pixar animations have never felt performative to me, and I think that’s because they often draw from true stories within the team. These stories, rooted in their backgrounds and personal experiences, feel so genuine. Because when you are the target audience for a story, it will naturally be portrayed authentically.
Something else I really admired about Pixar is how they recognize and tap into the passion and talent of individuals within the team. If someone has performed well in past projects, they’re often invited to pitch a new story. This is how Carrie Hobson—showrunner of Pixar's newest 2025 release, Win or Lose—brought her story to life. To think, the main character of the story even looks just like Carrie!
My Full Circle Moment at Yahoo!
Visiting Yahoo felt like a throwback to when I used to translate my father’s Yahoo email drafts. Perhaps it was a coincidence that I was assigned to Yahoo, but it felt meant to be. Realizing that Yahoo was, perhaps, my favorite visit and truly insightful made me download the Yahoo Mail app (which, by the way, has innovated and works very well).
I learned so much about the company through my briefing, but what really stood out to me was the energy, mission, and future plans, especially regarding the AI implementations they’re using to optimize efficiency in their work experience. What made my experience even more special was meeting USC alum Sona Iliffe-Moon, a true role model who leads with grace, passion, and honesty. From being one of the first guides of the internet in the 1990s to working with some of the biggest industry leaders now, her mission—to innovate and be an additive, rather than addictive, space for the future of users—really resonated with me. It made me realize how much I value working for companies that are human-centered and genuinely care.
A Night with USC Alums at Adobe
We ended our last night of the program with a group reflection and a heartfelt thank you for the experience at a networking reception in Adobe. This was the most meaningful to me–to hear all my peers who were newfound friends share their gratitude for this program.
What made me feel like I truly belonged, though, was connecting with USC alumni—especially Urmil Desai, a Bay Area native. Our conversation was the most understandable, insightful, and life-changing one I’ve ever had. Having worked since the late 1980s and advised tech giants like Intel, Apple, and Meta, he brought decades of wisdom to our conversation. And yet, what struck me most was how simply and clearly he spoke—his insight was deep but approachable. I never would’ve thought I’d be learning about communication data science from such a holistic perspective, let alone how computer chips are made and the role they’ve played in shaping Silicon Valley. What began as a casual question: “Was the Bay Area always technological?” turned into one of the most life changing conversations I’ve ever had—one that expanded my understanding of the tech world and my place within it. He walked me through the rich history of Silicon Valley: how it got its name from silicon chips, how crude oil discoveries led to early automobiles, and how California has one of the most fertile land. Innovation may have turned many of those green fields into tech campuses, but, as he said, “You can still spot an orchard here and there.”
He ended our conversation with something I’ll never forget:
“You don’t need to know the answer. The answers are not what you are looking for—it’s the questions. They are the guide. Be curious to learn more.”
That single moment encouraged me to reflect on everything I’ve studied—and what I want to do with it. I realized something powerful: as students, we don’t always know our purpose, and that’s okay. The true beauty of life lies in staying curious and continuing to follow what lights us up.
While ending my journey as a transfer student from a community college and a first-generation college student in 2022 felt like the end, it was only a starting point. I have spent three transformative years at USC and will be finishing my bachelors degree in Spring 2025. This experience in San Francisco felt like a turning point. I left inspired about my future as a professional, and as I approach the end of my undergraduate journey, this program gave me the confidence—and the clarity—to take the next step.
A huge thank you to the whole USC Annenberg’s Bay Immersion Program team—Suzanne Alcantara, Jeremy Booker, Jacqui Allen, Burghardt Tenderich, Desirae Lantry—and to the USC alums who helped make this program happen. For any future students wondering if they belong in rooms like these—the answer is yes. Stay curious. You’re exactly where you need to be.
