This paper will explore the importance of establishing links between the teaching and learning that takes place within the structure of a University and the realities of professional practice. It will also critically appraise the current opportunities for professional engagement offered to students and surveys possible alternatives. The paper describes and explores the development of a collaborative relationship between the staff and students of the Bachelor of Multimedia at Monash University and a commercial enterprise, mondostudios.com, as an exemplar of the reciprocal benefits offered by such a unique relationship.