On a warm May evening in Madrid, as the SAP Sapphire conference buzzed with global tech professionals, something entirely different unfolded just across town. Inside the intimate yet theatrical Fitz Club, WalkMe hosted its inaugural WalkMe Tales event: an immersive, genre-defying experience titled Once Upon a Time in Madrid. While most attendees of the week stuck to expo halls and meeting rooms, this side event offered something else entirely—a moment of release, surprise, and atmosphere.
Working quietly behind the scenes was Maya Bello, who served as Lead Producer and Stage Manager. Operating under the senior production team at OTD Global, Bello oversaw the logistical and artistic mechanics that turned a well-appointed venue into a fluid, emotionally engaging story space. Her work was unmistakably present—in the transitions, the timing, the balance between spectacle and subtlety, resulting in a top-notch production.
The event welcomed about 350 attendees, mostly SAP Sapphire delegates, partners and WalkMe staff. Guests were warmly welcomed by a local flamenco band upon arrival in Madrid, creating an authentic and inviting atmosphere, including a spontaneous moment when WalkMe’s VP of Marketing joined the flamenco musicians in playing guitar—the kind of off-script interlude that event producers hope for, but can never plan.
Inside, the production wove together live DJ sets, themed lighting, fire performances, and visual storytelling, shifting the mood with a control that felt almost subconscious. There was no official stage program, no speeches, and subtle branding that prioritized rhythm and ambiance over overt messaging.
Copyright: By eclipse media
Tomer Maizner, Dudu Pariz, and T-PUSE delivered a sonic landscape that ranged from hypnotic and harmonically rich to tense and high-tempo. But the real cohesion came from the production’s restraint. Nothing overreached. It invited rather than declared.
Bello, based in Israel, has worked on a wide range of state and private productions. Her portfolio includes serving as the executive producer at numerous national ceremonies, cultural events, and high-stakes conferences attended by Israel’s top leadership, including Israel’s prime ministers, president, first lady, and other ministers. She also helms productions for Israel’s most widely circulated newspaper, Israel Hayom. Her name appears in the lead productions credits of numerous events that have aired on national TV or taken place at government institutions.
It’s hard to ignore the consistency of her involvement in some of Israel’s most visible public ceremonies and high-security productions. Bello’s approach is structured, but rarely rigid—blending institutional protocol with enough space for atmosphere and risk. This combination may explain why she is known in the industry for creating events at the utmost highest levels.
WalkMe Tales unfolded with pacing, sensory cohesion, and unforced elegance that reflected masterful production craft. In its flow and design, it echoed the fingerprints of someone deeply fluent in both cultural narrative and technical production. Whether or not guests recognized the architect behind the scenes, they responded to what was built.
Madrid, for one night, was less about corporate presence and more about human attention. And that shift—from agenda to ambiance—was no accident.
