Visit California launches an immersive digital experience

LA and VANCOUVER, Feb. 16 2022 (GLOBE NEWSWIRE) — As part of their ‘Am I Dreaming?’ campaign that premiered during Super Bowl LVI pregame programming on NBC, Visit California launched an all-new, immersive digital experience designed and built by global digital partner, Appnovation. Welcome to the DREAM Theater.

The DREAM Theater website greets users with an idyllic view of California and inspires them to explore a side-scrolling journey to experience California’s iconic attractions and thrilling adventures.

The site answers the question “Am I dreaming?” immediately with the title, “You Are Not Dreaming”, as it envelops the user in an immersive and engaging digital experience that proves that, fantastic as it sounds, all of this and more is possible in The Golden State.

Visitors can choose their trip by choosing from five key tourism categories: Beaches, Food, Family Attractions, Outdoors, and Arts & Culture. Within each category, users discover places to visit, can create itineraries and road trips, and discover fun facts about California, with the ability to click on any area of ​​interest to further explore the rich and in-depth content of the multi-award-winning tour. California experience. Users can easily access travel videos, free travel guides, the Visit California newsletter, the California Now podcast, and information about California Welcome Centers.

“Visit California exists to inspire travelers to plan their next trip to the Golden State. When designing and building the DREAM Theater, we wanted to build on that too-good-to-be-true feeling you get when planning the trip. of your dreams,” said Anton Morrison, VP of Experience Design at Appnovation. “Whether planning an adventure or simply discovering the possibilities, DREAM Theater immerses users in a dreamlike experience that is ALMOST as good as visiting the destination itself!”

Additional design features of the new site include:
horizontal scroll
Interactive scroll-based navigation adds to the sense of unreality, as users experience the same dreamlike quality of “Am I dreaming?” commercial. The digital story holds users’ attention as stunning visuals come to life as it goes, making them want to keep scrolling until the very end.

Using white space to let users’ imaginations run wild
The intentional use of white space allows users’ imaginations to fill in the blanks and leaves room for different interpretations. The negative space background holds together the visual elements and the multiple layers of images that set them apart, while improving user experience, usability, and navigation.

Motion Design that creates a parallax effect
The illusion of depth on the site draws users deeper into the dream narrative, adding fantasy and fun. The subtle yet consistent motion design and interactivity grab users’ attention as they further explore the page and support the scrolling element of the site.

Animation Rotoscope
Creating a more intuitive and authentic user experience, rotoscoping gives a realistic feel to the animation throughout the dreamscape. The human-centered design experience creates meaningful and more natural interactions for users, reducing cognitive load.

With scrolling images of the state’s unique vistas as a backdrop, this rich multimedia experience incorporates video, photography, podcasts and motion design that bring the dream destination to life.

Appnovation worked with Visit California to design and develop the new website, providing art direction, concept design consulting, user experience design, and strategy and programming. The Appnovation team that worked on the digital experience was led by Anton Morrison and included Derek Lucchese, Dylan Gerard, Myles O’Leary, Rose O’Higgins, Robin Price, Sam Mason, Gavin Estey, Nathan Boutilier, Alexander Iannantuono, Ken So, Cathelijne Hornstra, Michael Parker, Danielle Dos Santos, Hala El Himer, Maxwell Rayman, Rajbeer Singh, David Langarica, Daniel Medeiros, Ilya Motrych, Hugo Serrano, Nataniel Dias, Nehba Namreen, Rubayat Muntasir, Shaffick Joomratty, Waqas Ahmed, Tim Kirby and Maryam Khalili.

More information on the program “Am I dreaming? from Visit California Campaign is available here. The DREAM Theater continues the award-winning relationship between Visit California and Appnovation.

About Approval

Appnovation helps brands thrive through innovative, people-inspired experiences and solutions. By embracing the powerful combination of technology and agility, we seamlessly integrate strategy, experience, design, development and analysis.

We create exceptional digital experiences by collaborating with brands to understand the individual challenges and goals of each initiative. By focusing on our clients’ customers, we effectively combine empathy, evidence and real-world insight so that solutions are derived from truth and meaning. Appnovation is an award-winning team dedicated to inspiring possibilities.

  • Visit California is launching an immersive digital experience designed by Appnovation as part of “Am I Dreaming? ” countryside


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