Client
My Role
UX Designer, Website Designer
Industries
Date
April 2022 - September 2022
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.
On Super Bowl Sunday, organic traffic more than doubled, with the “Am I Dreaming” video earning over 58K views. For Visit California, it's all about building trust and delivering the best digital customer experience for users who are ready to travel again, and with an over 200% increase in engagement from the same period last year, users are in a ready-to-travel state-of-mind.