When the Clouds Changed Everything

Every experiential producer has that one moment—the one where it clicks. Where you see a concept become reality and think, Oh. THIS is what I’m meant to do.For me, it was a vodka brand. In a cloud. In Miami.

Back in 2019, I was part of the team working on Bacardi’s annual marketing conference at the Fontainebleau. Think: every major brand under their umbrella in its own room, each one fully decked out to reflect its voice. Grey Goose had a vibe. Patrón brought the heat. And then there was Plume & Petals—a light, airy vodka brand with a delicate name and a dreamy brief.

Our job? Create a “cloud activation.” Literally—hang glowing clouds from the ceiling, make them mood-reactive, and transform the room into an ethereal escape.

Cool, right?

Now add this:

☁️ Over 30+ handmade clouds

💡 LED strips programmed to change colors and modes

🛠️ Built, hung, tested, and installed in a high-pressure environment full of brand leads, execs, and zero room for error

And there I was, on-site, covered in cotton and ceiling dust, watching the lights shift from soft blush to cool lavender, reflecting off curious faces and sparkling drinks. Someone walked in, stopped in their tracks, and softly said, “Oh, wow.”

"My job isn’t to build pretty things. It’s to build something people feel."

That was the moment. That was my moment.

It wasn’t just the clouds. It was the way people moved through them, the way they paused, the energy shift. The experience wasn’t just a backdrop for a brand. It was the brand, felt through light, space, and emotion.

I’ve chased that feeling ever since.

The tension between concept and execution. The creative problem-solving. The thrill of watching people react to something that once only existed in your head. That’s the magic. That’s the high. That’s the reason I’m still here, years and many zip ties later, still obsessed with crafting moments that move people.

This was my gateway experience.

What’s yours?