Visit California Expands Its Campaign with 3D Billboard from The Shipyard

Visit California is going big with a new out-of-home (OOH) effort spotted at the heart of the West Coast.

To welcome attendees of this year's U.S. Travel’s IPW Los Angeles, the tourism company has set up a gigantic 3D billboard that shows California locals playing a game of "Keep It Up" with a beach ball. 

The ball is then tossed around the redwood forest, Joshua Tree desert, and an apartment complex blending in with the Moxy & AC Hotel.

 

 

 

 

 

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A post shared by Warm & Fuzzy (@warmnfuzzy.tv)

Through state-of-the-art animations and visual effects created by Warm & Fuzzy, the 3D installation creates the illusion that the ball gets closer every time it's "kicked" or "tossed" out of frame. 

In the beach ball, it writes: "The Ultimate Playground."

The innovative spot has received praise from netizens, with many praising the idea and visuals behind it. 

It also showcases an example of how brands and ad agencies collaborate to create immersive experiences that capture audience attention in high-traffic locations.

Beyond the Billboard

Made together with the Shipyard agency, Visit California's latest OOH efforts from the tourism company take inspiration from its previously released spot, which sees a beach ball being passed across iconic landmarks in the state. 

These all come as part of its "Let's Play" campaign, which seeks to captivate travelers from all over the world by showcasing the vibrant Californian lifestyle, as well as its renowned destinations.

"California's playful lifestyle, paired with our abundance of experiences, create something no other destination can claim – California is the Ultimate Playground," said Caroline Beteta, president and CEO of Visit California.

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