The 12th FINA World Swimming Championships (25m) 2014 is taking place in Doha, Qatar. So for this concept we thought it fitting to highlight and conceptualize around the key elements that surround Doha… harsh, arid, blisteringly hot Desert, sand and sand storms. We filmed Cameron Van der burgh, one of South Africa’s top swimmers at high speed on blue screen ultimately for him to be the centre of the storm. We graphically built layers of the storm elements around him to create the visual reveal that he is the storm. The audio added another critical layer to set the acoustic seductive yet ominous mood and tone. We delivered a mind blowing promo that speaks to the target audience in an unconventional yet visually captivating way that will pull them into watching The FINA Championships (25m) on SuperSport.