Students' summer holidays have just begun, but back-to-school creep is already upon us. Dell jumps on it with this social-media driven campaign targeting teens in the US, Brazil, India and China.

The company kicks off its 'Learning Meets Doing' campaign by speaking its intended audience's language. In this initial spot, titled 'Selfie,' Dell presents a self(ie)-involved young woman whose passion for mobile device photography moves her to found the 'Center for Selfie Improvement.'

The ad, like some of Intel and Dell's more recent ones, uses unconventional storytelling to illustrate technology's role in and out of hyper-productive situations. Regularly updated micro-content sharing just that will be appearing on YouTube, Twitter, Instagram, Facebook and, most prominently, Tumblr. It will also be supported with pre-roll and banner ads

As summer blockbuster season commences, 15, 30 and 60-second versions of this spot will be running online as well as in movie theaters.