A film that pretends to be a semi-scientific investigation into an intangible phenomenon: the human capacity to see faces in the clouds of smoke from the WTC or on a faded photo of Mars. Blom maps out the boundary conditions of this phenomenon by starting from two epicentres of proven pareidolia. He poses associative questions to several unusual individuals who live around Lourdes and Loch Ness and also films a well-known psychological drawing experiment at the local schools. Are we any wiser? Not really, because you can't let statistics loose on amazement. In its quest, On Looking for Faces in the Clouds itself becomes a pareidolia.