This effect is Done for the DOC
Was used in the xmen storm contest of the doc
Let your imagination take you
here is some ideas:
It can give more outer space effect as in galaxy scenes AND PLEASE NOTE THAT THE SWIREL CAN TAKE THE COLOR EFFECT OF THE SCENE AS SHOWEN BELOW
Also it can be used as if you are in a STORMY WEATHER OR BEEN HUNTED AND SUCKED BY A GHOST
Or Gives you a ride back to your PAST MEMORIES
That is my ideas and am sure you will have a plenty of more ideas as well