( Direction créative )
Motion that earns attention
Every animation in a launch should explain something. A short note on how we cut motion that does not.
A rule we keep
Motion has to explain something: where an element came from, what changed, or what to do next. If it only decorates, we remove it.
The rule is blunt on purpose. It makes reviews quick, because the question is never whether it looks good, only what it says.
Pace over polish
A calm, consistent pace does more for a brand than a clever transition. We set one easing curve and two durations, and use them everywhere.
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