Ryan Lochte was making waves before the competitive action at London 2012 had even begun, thanks to a fantastic new ad campaign from Gillette and P&G.
The US swimmer stormed to victory in the Olympic 400m individual medley at the weekend, but just 24 hours earlier he was making a huge splash in Boston Harbor alongside 100m sprinter Tyson Gay.
Not exactly ideal preparation for the biggest week of his life, you might think. But while the whole thing was going on in Massachusetts, Lochte was actually fast asleep in the Olympic Village, London, thousands of miles away, replaced by a stunning giant hologram.
It was all part of a fantastic lightshow, put on by Gillette to help rally support for Team US in the company's hometown.
Part science, part nature and part digital art, Gillette created a series of projected light displays on buildings throughout Boston, culminating in a massive water show.
Set to the music of M83 "Steve McQueen", the event officially launched Gillette's global 'Get Started' campaign.
They used half a dozen projectors to display video images of Lochte and Gay in action on two massive screens of particulate water vapor sprayed above the surface of the water adjacent to Boston's Institute of Contemporary Art.
Called 'Light It Up' , the video really is incredible to watch, racking up over 50,000 views since it was launched a few days ago.