Visit California brings a playful perspective to largest “3D” billboard on the west coast to welcome U.S. Travel’s IPW Los Angeles 2024 attendees to The Ultimate Playground.

Inspired by the newly released “Let’s Play” TV spot, featuring a statewide game of Beach Ball keep-it-up, Visit California uses anamorphic techniques on the impressive 15,000-square-foot live LED screen to create a forced perspective that gives viewers on the ground a true 3D effect so real that you want to reach out and join in on the fun yourself.

By digitally recreating the façade of the Moxy and AC Hotel Downtown Los Angeles, the game of keep-it-up is brought in and out of the real world as the hero Beach Ball is hit across hotel balconies to iconic “Let’s Play” scenes featuring the redwood forest and Joshua Tree desert. The creative launched April 29, 2024, and showcased how California can make a 2D screen pop into the 3D world.