Make it
move
Motion is how the brand earns attention and proves a point in three seconds. The pop is our signature beat — the instant intent becomes revenue. Everything here is live; hit replay on any example.
Motion
proves —
it never
decorates.
Every animation either directs attention or reveals meaning. The burst pops because something converted. A number counts up because the result is real. If a movement doesn't carry a fact, it holds still.
Three-second proof
The hook lands before the scroll. Lead with the claim or the number — motion makes it impossible to miss.
The pop is the payoff
Our signature beat — a confident overshoot — is reserved for the moment that matters. One per piece.
Confident, not busy
One thing moves at a time. Snappy in, settle clean. We animate like we write: sharp, then still.
How we
move
Five rules behind every animation and edit. Each has a test you can feel.
Purpose over polish.
Motion guides the eye to meaning. The test: name what this movement is telling the viewer. No answer? Cut it.
Reserve the pop.
The overshoot burst is the brand's exclamation mark — used once, on the payoff. The test: is this the single most important beat? Only then does it pop.
One thing moves.
A focused entrance reads; five competing ones don't. The test: can you track every moving element at once? If not, stagger or stop them.
Snappy in, settle clean.
Quick, decisive entrances; calm, motionless holds. Nothing drifts or loops for decoration. The test: does it land and stay still, or keep wiggling?
Respect the viewer.
Honour reduced-motion settings, caption everything, never strobe. The test: does it still work muted, and calm enough to watch twice?
The pop
The burst scales in with a confident overshoot as rings emit outward — the instant intent becomes revenue. Our one motion signature.
Burst scales from zero
Starts at scale 0, opacity 0. The eye catches the growth immediately.
Rings emit
Pulse rings radiate outward as the burst punches up to full size.
Overshoot peak
Burst punches to ~1.18× — the confident overshoot that gives "pop" its energy.
Settle
Eases back to rest as rings finish radiating out and fade. Then: stillness.
Curve
Back-out overshoot: cubic-bezier(.34,1.56,.64,1). The overshoot is the whole point — don't flatten it.
Duration
480ms for the dot, ~900ms for the rings to clear. Long enough to feel deliberate, short enough to stay snappy.
Once per piece
The pop marks the payoff — a result, a reveal, the logo. Never decorate a transition with it.
Timing &
easing
A small, shared kit. Use these exact curves and durations so every piece feels like the same hand.
Standard easing carries almost everything. Pop is reserved for the signature. Linear is for progress bars and marquees only — never for entrances, where it reads robotic.
Words that
arrive
Headlines rise in by word; numbers count up. Both make the message feel earned, not pasted on.
Reveal by word
Mask each word, rise from 110% with Base timing, stagger ~100ms. Never letter-by-letter — it's slow and gimmicky.
Land the accent
The poppy word arrives last and lands the beat. Optionally pair it with the pop on the final word.
Count real numbers
Only animate counts to true figures, and hold the final value on screen long enough to read and screenshot.
Cut with
intent
Two sanctioned transitions, both drawn from the brand geometry. One cut per beat — never a transition library grab-bag.
Use
Hard cuts for pace; the poppy wipe to move between two contrasting ideas; the burst iris to "reveal the answer." Match the cut to the meaning.
Never
Spins, cube flips, zoom-blurs, glitch, or anything from a stock transition pack. If it has a name in an editor's preset menu, it's probably off-brand.
Cut once,
ship five
ways
Shoot and edit to a safe centre so one master crops cleanly to every platform.
Results reel
≤20s. Hook → problem → data reveal → the number pops → end card. Muted-first, captioned throughout.
Proposal walkthrough
2–5 min screen-record. Warm, plain narration. Lower-third intro, burst sign-off. Loom-style, on-brand.
Teardown
Long-form on YouTube; clipped into Shorts. Real screens, real cursor, honest analysis.
Built for
mute
Most social video is watched silent. Captions aren't optional — they're the primary read.
How every
piece ends
A consistent close makes the brand stick. The burst pops, the wordmark settles, the line lands.
Burst pops in
The signature overshoot on the mark — the only pop in the piece, if you saved it for here.
Wordmark settles
"Intent Pop" fades up beneath, Base timing.
Tagline lands
"Make intent pop." in mono, quiet and confident.
CTA arrives
One action. Hold the full card ≥2s so it can be read and acted on.
On sound
Optional, never required — every piece works muted. If used: warm, minimal, one soft "pop" tick on the burst. No stock whooshes, no music that dates.
Motion you
can touch
The same tokens, applied to the interface. Every element below is live — hover, press, focus, toggle. Feedback is instant; nothing decorates.
What's AEO?›
:active. The interface feels physical..4,0,1,1. Things leave faster than they arrive — don't make people wait to dismiss.Motion that
includes
everyone
Movement is an enhancement, never a requirement. If someone turns it off, the message still lands in full.
Honour reduced-motion.
Respect prefers-reduced-motion. Swap entrances for instant fades, kill the pop and any looping. Every demo on this page already does.
No motion-only meaning.
If a movement carries information — a number, a state — the static frame must carry it too. Hold final values on screen long enough to read.
Let people stop it.
Anything that auto-plays or loops gets a visible pause/stop. Nothing longer than 5s plays without a control.
Never strobe.
No flashing faster than 3×/second, ever. Captions on every spoken word; safe margins on every caption.
The blanket reset above is the floor. Better: author a deliberate reduced-motion path — content appears, just without the travel — so the piece still feels finished, never broken.
The check
Turn motion off in your OS and reload. If you lose a fact or a screen looks empty, the motion was load-bearing — fix it.
The cutting-
room floor
Fast ways to look like a template. Avoid on sight.