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Visit California is a nonprofit organization with a mission to develop and maintain marketing programs that inspire travel to California. Their job is to get people excited to visit the Golden State and support its many accommodations, attractions, rental cars, restaurants, retailers and transportation businesses.
The pandemic had a severe impact on California's tourism industry. To spur recovery and appeal to consumers looking to book their next dream vacation, Visit California created their “Am I Dreaming” campaign, which launched on Super Bowl Sunday with a whimsical, celebrity-studded TV ad.
Visit California is a nonprofit organization with a mission to develop and maintain marketing programs that inspire travel to California. Their job is to get people excited to visit the Golden State and support its many accommodations, attractions, rental cars, restaurants, retailers and transportation businesses.
The pandemic had a severe impact on California's tourism industry. To spur recovery and appeal to consumers looking to book their next dream vacation, Visit California created their “Am I Dreaming” campaign, which launched on Super Bowl Sunday with a whimsical, celebrity-studded TV ad.
Visit California is a nonprofit organization with a mission to develop and maintain marketing programs that inspire travel to California. Their job is to get people excited to visit the Golden State and support its many accommodations, attractions, rental cars, restaurants, retailers and transportation businesses.
The pandemic had a severe impact on California's tourism industry. To spur recovery and appeal to consumers looking to book their next dream vacation, Visit California created their “Am I Dreaming” campaign, which launched on Super Bowl Sunday with a whimsical, celebrity-studded TV ad.
We partnered with Visit California to develop the new concept, providing art direction and experience design. The outcome is much more than a website, it’s a digital experience we call The DREAM Theater.
Thoughtful design elements contribute to the innovative and dynamic storytelling experience. Interactive navigation in the form of horizontal “scrollytelling” matches the ethereal essence of the campaign. As users scroll, the stunning visuals awaken, holding their attention and intriguing them to continue to the end.
Subtle but constant motion design gives an illusion of depth, lending the images a visceral feel. Rotoscope animation provides a lifelike quality to the intuitive and authentic UX. The overall focus on human-centered design reduces cognitive load and creates meaningful, natural interactions for users.
We partnered with Visit California to develop the new concept, providing art direction and experience design. The outcome is much more than a website, it’s a digital experience we call The DREAM Theater.
Thoughtful design elements contribute to the innovative and dynamic storytelling experience. Interactive navigation in the form of horizontal “scrollytelling” matches the ethereal essence of the campaign. As users scroll, the stunning visuals awaken, holding their attention and intriguing them to continue to the end.
Subtle but constant motion design gives an illusion of depth, lending the images a visceral feel. Rotoscope animation provides a lifelike quality to the intuitive and authentic UX. The overall focus on human-centered design reduces cognitive load and creates meaningful, natural interactions for users.
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The DREAM Theater is a seamless extension of the Visit California website. While planning their unforgettable holiday, users can easily explore Visit California’s other award-winning content, such as travel videos, free travel guides, Visit California’s newsletter, the California Now podcast and information on California Welcome Centers.
On Super Bowl Sunday, organic traffic to VisitCalifornia.com more than doubled, with the “Am I Dreaming” video earning over 58,000 views. Engagement also increased over 200% from the same period last year. With The DREAM Theater, Visit California is building trust and delivering an outstanding digital experience for customers as they prepare to hit the road once again.