From Concept to Chaos: Why I’m Here

- Amaya De Vleeschauwer

If you’ve ever found yourself Googling “what even is experiential marketing?” or spent hours stringing nylon across 20-foot windows with zip ties and a prayer—hi. It’s me. I’m her.

I’ve been living in the world of experiential for years now—concepting, producing, managing, designing, occasionally sweating through a jumpsuit on site while pretending everything’s totally under control.

I’ve led activations for global brands, coached fresh creatives at bootcamps, and worked everything from high-gloss luxury installs to beautifully scrappy guerrilla campaigns. And the thing I’ve realized?

No one’s really talking about what it feels like to do this work.

There are pitch decks and case studies, sure. But where’s the behind-the-scenes grit? The client curveballs, the budget gymnastics, the pure creative high of watching an idea jump from your brain into a fully-built 3D world?

That’s why I’m starting this blog.

It’s not to teach a masterclass or sell you anything. It’s to open the door on this weird, beautiful, unpredictable industry—and talk about the things people don’t. From breakdowns of my favorite brand activations (mine and others’) to unfiltered thoughts from the field, this is where I’ll share what I’ve learned, what I’m learning, and what keeps me coming back for more.

Think of it like a love letter to experiential—with a side of chaos and honesty. A space to talk about the beautiful chaos behind the polished photo.

If you’re in the biz, curious about it, or just like hearing what it takes to turn a wild idea into a tangible moment—stick around. I’ve got stories. I’ve got thoughts. And I finally have a place to share them.

Let’s get into it.