Inside the Weather Channel’s quest to reinvent 'storm chasing'

It was an otherwise ordinary day. Meteorologist Jim Cantore was giving the weather report inside the Weather Channel studios. That was before the tornado hit. Suddenly, an electrical line dropped mere inches from Cantore’s feet. A car fell from the sky above him. As the studio lost power and he fled to the stairwell, the tornado struck with force, ripping the walls and roof off the building. The only thing left standing was a solitary American flag waving in the wreckage. No one was hurt, of course, because the scene never actually happened. It was generated as part of the Weather Channel’s new Immersive Mixed Reality broadcasting project.

While it only lasted for seven minutes, the segment was actually six years in the making. The project—which won a 2019 Innovation by Design award for best North American design—is part of an ongoing effort by the Weather Channel’s design team to reinvent its presentation.

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