Luray Caverns is a magical destination, offering a one-of-a-kind, immersive experience. The challenge, however, is that the full grandeur of the caverns can’t truly be understood until you experience them firsthand. Our task was to give potential visitors just enough of a glimpse to ignite their curiosity, leaving them eager to see it for themselves in person.

To achieve this, we targeted users directly through Facebook’s Instant Experience ad units—an immersive, full-screen mobile ad format designed to bring brands to life. I knew this was the perfect platform to create an engaging and interactive experience that would drive both engagement and time spent on the ad. With the average time spent on these units being around 25-30 seconds, we saw an opportunity to capitalize on this brief window.

I took the lead in designing wireframes and developing the user experience (UX) for the ad. The concept allowed users to "Choose their Own Adventure," guiding them through different experiences within Luray Caverns—whether exploring the caverns themselves, visiting the Car Museum, or navigating the Maze. Throughout the ad unit, I ensured that key interactions (tapping, scrolling, swiping) were intuitive and highlighted to maximize user engagement, giving them a taste of all that Luray has to offer while sparking their imagination.