Tech She Can x IBM

Tech She Can and IBM needed to make technology feel relevant to girls who do not see themselves in the sector.

We developed the full campaign that followed six girls at IBM as they worked with volunteers to adapt Spot the Robot for Kat, a paralysed photographer, helping her continue taking pictures through an assistive camera setup. 

The work centred the moment where technology became personal. The girls met Kat, understood the problem, asked questions, tested ideas and saw that their thinking could change someone’s life.

Sane Seven created the concept, story structure, visual approach and campaign direction, then brought in a Tech She Can film partner Bruno Chiecco to capture it on film for owned social media channels.

The result gave IBM and Tech She Can a clear, human way to show technology as creativity, care, access and invention — not an abstract career path.

Tech She Can later described the project as a world-first campaign and reported that it reached more than 500,000 people in its first month on social media.