This activation marked the kick-off of A State of Trance, where a Kruidvat store was transformed into a high-energy mini rave. With Armin van Buuren B2B Tjade behind the decks, employees crowdsurfing through the aisles, and deodorant cans replacing traditional CO₂ cannons. My role? Stepping in as the “Assistant Store Manager,” blending into the crowd and capturing the chaos from within, shooting everything as if I was part of the party. Raw, energetic, UGC-style content designed to make viewers feel like they had to be there. Right after the final track ended, I moved into a back room to edit the footage on the spot. The video went live that same evening, ensuring the energy of the moment translated directly into social