NOBULL
No BULLSHIT ZONE
SOHO POP UP

CLient: NOBULL
Agency: CNC Agency
Location: New York, NY

The brief: In October 2025, NOBULL partnered with CNC to launch the NOBULLshit Zone in SoHo—a street-level activation celebrating the new NOBULL Be U campaign. The experience needed to embody the brand's no-nonsense ethos while encouraging New Yorkers to express their authentic selves through free coffee, custom tees, and spontaneous community moments.

My role: As the sole producer, I managed all aspects of the SoHo activation from site selection and permitting to vendor coordination and on-ground operations. I oversaw the coffee service setup (hot or iced, black or with a splash of milk—no BS), custom tee production and distribution flow based on guest responses.

The result: The NOBULLshit Zone delivered an authentic brand experience that resonated with SoHo's bold street culture. Guests engaged enthusiastically with the interactive tee customization, sharing their daily vibes and walking away with personalized gear that celebrated being unapologetically themselves. The spontaneous VicBlends appearance amplified community connection and social buzz, perfectly embodying NOBULL's ethos: Be Bold. Be NOBULLshit. Be U.