# Motion storyboards

Two durations per concept: 6-second loop (feed, autoplay) and 15-second cut (pre-roll, story/reel).

All motion follows one rule: **the overlay animates, the photograph does not**. The subject is a still. Pulse is the only thing moving - because Pulse is the only thing reading.

## Global motion principles

- Easing: all ease-out, 300-600ms per element
- Halo: pulses every 1.2s, never faster
- Hairlines: draw from chip to subject, 0.4s each, sequential
- Chips: fade + rise 6px, 0.3s each, stagger 150ms
- CTA button: pulses coral shadow at 1.8s intervals (optional)
- No rotation, no bounce, no elastic easing

## Concept 01 - Hero / Context-Clarity (16:9)

### 6s loop
```
0.0s  Photo fully visible, no overlays. Headline fades in.
0.4s  Coral halo appears at subject's temple, opacity 0 -> 0.8
0.8s  PULSE · READING header fades in, coral
1.0s  Row 1 fades in: "Next · Board review · Thu 2pm"
1.3s  Row 2 fades in: "Signals woven · 5"
1.6s  Row 3 fades in: "Pressure point · scope confidence"
2.0s  CTA button slides in from left 8px, coral
2.4s  Halo does one slow pulse
3.0s  Hold
5.4s  Halo does one slow pulse
6.0s  Loop (no jump - fade back to start)
```

### 15s cut
Add between 3.0s and 5.4s:
- 3.5s  Word "Clarity" in headline shifts to coral (was charcoal/shell)
- 4.0s  Trust line fades in: "Private by design"
- 4.8s  URL fades in: heyborton.com/pulse
- 5.5s  Short brand flash: Hey Borton / pulse enlarges 4% then settles
- 6.5s  Hold
- 12.0s CTA pulses once
- 14.0s URL highlights coral briefly
- 15.0s End on hold card

## Concept 02 - Good people still miss each other (1:1)

### 6s loop
```
0.0s  Photo, coral period visible on "each other."
0.4s  First chip fades in at notebook: "unspoken pressure"
0.7s  Hairline draws from chip to notebook
1.0s  Second chip: "pricing pushback · 3x"
1.3s  Hairline draws
1.6s  Third chip: "w10 · rising signal"
1.9s  Hairline draws
2.5s  Coral period dot pulses once (small glow, 0.6s)
3.5s  Hold
5.0s  CTA button highlights for 0.4s
6.0s  Loop
```

### 15s cut
Add subline fade-in sequence at 2.8s:
- 2.8s  "Pulse sees what they are not saying" fades in word by word, 150ms per word
- 5.0s  Hold
- 9.0s  Signal chips pulse sequentially one by one
- 12.0s Trust line "Never trained on your data" fades in
- 14.0s Brand flash
- 15.0s Hold

## Concept 03 - The hardest ten minutes of your week (1:1)

### 6s loop
```
0.0s  Photo, headline fully visible, room brief card empty (just header)
0.4s  Hairline draws from room brief to subject's temple
0.8s  "Next · 1:1 with Jenny · Fri 10am" types in (30ms per char)
1.8s  "▸ Lead with pricing reframe" fades in
2.2s  "▸ Surface board timing" fades in
2.8s  CTA button slides in from left
3.5s  Hold
5.2s  Halo ring appears at temple, does one pulse
6.0s  Loop
```

### 15s cut
Add animated data:
- 3.5s  A fourth row types into brief: "▸ End with one decision"
- 4.5s  Pressure point callout slides up from bottom of brief
- 6.0s  Hold
- 10.0s URL line highlights
- 13.0s Full brief does subtle breath-in animation (scale 1.0 -> 1.015 over 0.8s)
- 15.0s Brand flash

## Concept 04 - Walk in ready (4:5)

### 6s loop
```
0.0s  Photo, subject visible
0.4s  Halo ring #1 (outer) appears at temple, opacity 0 -> 0.2
0.7s  Halo ring #2 appears, opacity 0 -> 0.35
1.0s  Halo ring #3 appears, opacity 0 -> 0.55
1.3s  Chip 1 fades in: AUTHORITY (hairline draws from chip to ring at 1.5s)
1.7s  Chip 2: 1:1 NOTES + hairline
2.1s  Chip 3: KEY CONTEXT + hairline
2.5s  Chip 4: BOARD TIMING + hairline
3.2s  Word "ready" shifts to coral
3.8s  CTA button slides in
4.5s  Hold
5.6s  Entire halo does one pulse
6.0s  Loop
```

### 15s cut
Add:
- 4.5s  Subline "YOUR NEXT ROOM, READ" fades in, coral, letter-spaced wide
- 6.0s  Hold
- 9.0s  Trust line "NEVER TRAINED ON YOUR DATA" fades in
- 11.0s Meta tag "LAUNCH · 04.23" fades in bottom-left
- 13.0s URL fades in bottom-right
- 14.5s Brand flash - full lockup
- 15.0s End

## Technical specs

| Element | Value |
|---------|-------|
| Frame rate | 30fps |
| Codec | H.264 MP4 for video ad servers, MP4 + WebM for web |
| Color profile | sRGB |
| Audio | Silent by default (most feed ads autoplay muted). Optional subtle ambient if a sound track is licensed. |
| Captions | Burn-in captions for all dialogue-free ads (accessibility compliance) |

## Export sizes

Produce each motion ad in:
- 1080x1080 (square)
- 1080x1350 (portrait)
- 1920x1080 (landscape)
- 1080x1920 (story/reel)

## Handoff to motion designer

These storyboards are the brief. The motion designer should produce:
1. Animatic (rough cuts, no final photography, 48hr turnaround)
2. First cut with photography and overlays (1 week)
3. Revision round
4. Final delivery with all size exports

## Do not

- Do not use stock music without brand approval
- Do not add whoosh, click, or notification sounds
- Do not slow-motion or time-warp the still photography
- Do not use parallax or simulated camera moves
- Do not animate the Pulse wordmark itself