• by OMMA Magazine Writers , August 22, 2011

PHD partnered with Medialets to create this unique experience for users who are hit by Discovery Channel's Storm Chasers Season 4 mobile ad. The "tornado" runs across various apps on users' phones, taking over the screen, sucking up and crashing everything in its path, including text and UI elements in the app, with harrowing noise and intense physical shaking and shattering of the screen. The breathtaking effects brought the users right into the scene for a brief moment, and significantly increased the show's premiere rating, audience interest and favorability.