Love is in the Cloud

Expanding inner and outer worlds through virtual windows of affection.

Created in the early days of the global pandemic, Love Is In The Cloud responded to the profound emotional distance and invisibility experienced while people quarantined in their own homes. It reimagined intimacy, presence, and affection through the screen — offering strangers the chance to be seen, appreciated, and loved simply for being, no matter how far apart. Later, it expanded into corporate settings, helping co-workers get to know each other better.

For two years, curated guided encounters that rekindled trust, emotional connection, and the thrill of the unknown took place every week, quickly becoming an online phenomenon across the country. Over 160 sessions took place, welcoming more than 1,920 participants into crafted rituals of affection, presence, and playful risk. Described by the press as "a safe environment for people to be themselves" and "an experience filled with butterflies in the stomach," the project created a virtual space of affection, discovery, and joy — far beyond the transactional coldness of dating apps. Celebrated across major media (Glamour, Veja, Estadão, TV Cultura, UOL), Love Is In The Cloud became a cultural phenomenon, proving that even at a distance, authentic human encounters are not only possible — but vital. Love Is In The Cloud emerged as a ritual of survival and tenderness, designed to expand emotional worlds while physical worlds shrank.

"It was the first online hang out I went to that actually felt like a true hang out" // "I felt interested and interesting. People's emotional openness was surprising." // "It gave me this really good feeling of living something for the first time. It was as curious as it was fun" // "The last time I had this much fun was during Carnaval" // “Love is in the Cloud was the end-of-year trip we didn't take, the waterfall swim that remained on our plans, the dip in the sea that we promised to take together. Two hours of connection, of tears, of laughter, of toasts, of thanks and of shared dreams. Turning off Zoom was like returning from a trip where we were truly together. In Love is the Cloud, we truly met each other. The wonderful and sensitive guidance teleported us to this place where we can truly be together, even though each one is in their own home.” Mariana Ribeiro, Director of Purpose Brazil — about the Purpose Brazil team's end-of-year event