IBM | TechWeek NYC Activations

When IBM wanted to show up at TechWeek NYC with experiences that felt both human and memorable, we produced two activations that hit the mark.

First, a fully branded coffee cart served complimentary coffee and bagels to 500+ guests each day — a simple but powerful “surprise and delight” moment in the heart of Manhattan. Every detail was dialed in, from custom sleeves, cups, and signage to staff uniforms and on-site management, ensuring the IBM brand felt premium yet approachable.

Second, we rolled out the Confession Cab — a branded taxi turned content studio — where attendees shared candid responses to curated prompts on camera. With a director, DP, and full crew on board, we captured authentic stories that became a suite of short-form social assets.

Across both activations, my role spanned production management, creative implementation, staffing, and vendor coordination. The result: a seamless, high-impact presence for IBM that mixed utility (hello, coffee!) with storytelling (hello, confessionals!) — proof that even global tech brands can connect on a street-level human scale.

Agency: Street Attack | George P. Johnson
Brand: IBM
Role: Account Manager/ Producer