Pareidolia is the psychological phenomenon of perceiving significance (often an image or sound) in vague or random stimulus. One of the most common examples is seeing animals or faces in the clouds. For an ongoing project entitled Shaping Clouds Argentinian creative and copywriter Martín Feijoó (aka Tincho) uses the shapes of clouds he spots in the sky as the inspiration for fanciful illustrations.

After photographing a cloud formation that’s caught his fancy, Feijoó returns home to depict in pen and ink the creatures and characters his mind’s eye has seen in the clouds.

“When I was a child I was told that clouds’ shapes were created by expert balloon twister clowns who live in the sky, so that they can keep entertaining children,” Feijoó explains on his site. “On my last trip to Mexico I remembered this and I started to photograph clouds on the road. The result is Shaping Clouds, a series of illustrations where I drew the first thing that came into my mind when I saw these clouds that I imagine someone made for me.”

Feijoó is the Cloud Shaper and you can follow his cloudy creations right here on Tumblr at shapingcloudsproject. Visit his Behance site to check out his professional work.

[via Visual News]