Cloud was the first proost movie from Andi Mac who is part of a community in Lurgan, Northern Ireland called Arise which is the playground for his creativity.
Cloud was born out of a period of heaviness amongst the Arise community. The image that resonated was of a dark cloud resting overhead. Then looking at the imagery in the Bible of a cloud as a sign of the presence of God, of reassurance and guidance, the video "Cloud" was born.
You could use it as a loop in the background (would look excellent playing through a stack of old fashioned 60's TV's) but probably most likely to be used as stand alone video. Could be used for exploring themes of commitment, guidance, going through periods of darkness. The main element at the beginning and end of video of the people walking with clouds overhead is based on the urban commute, that sense of dreariness that seems to hang over everyone on their way to work.