Originally (as seen below), the game would be navigated simply by pressing arrows with an eye icon that flashes when something unusual was detected. Now though, it is being developed in 3rd person 3D, played as a little girl whisked away to the land of Faria.
Though the story is apt to change, you can get an idea from watching the opening movie below:
Free Awesome Coloring Event! F.A.C.E
There is a sort of magic when we let our mind wander a bit while we color between the lines, seeing in our "minds eye" the finished masterpiece like in a dream.