Motion
Oction Labs - Motion
From the brand book p.21, p.28-30.
1. The motion kit (p.30)
| Asset | What it is |
|---|---|
| Pulse | The logo build (below). Every film's last shot; product loaders; idents; site intro resolve. |
| Resonance | The mark's silhouette nested 24 deep with a cumulative twist. Rings rotate at depth-staggered rates; the coral eye breathes on the shared 4 s cycle. Hero element, openers, ambient screens. Built only from our own geometry. |
| Sucker field | Parallax drift at 2-4 px/s for ambient surfaces (see pattern spec). |
| Draw-on | Line graphics enter by drawing, never by fading. |
2. The Pulse build (p.21) - the core animation
The mark builds from the brain outward: the coral core lands first, then the eight arms extend. SVG/CSS and Lottie-compatible. 60 fps, 40 frames, 660 ms total.
| Time | Action | Easing |
|---|---|---|
| 0-140 ms | Coral dot scales 0 → 112% → 100% | cubic-bezier(0.34, 1.56, 0.64, 1) |
| 100-180 ms | Ink core fades + scales in behind the dot | ease-out |
| 160-620 ms | Arms extend outward along their own axis, staggered clockwise 30 ms apart, transform-origin 50% 50% | cubic-bezier(0.22, 1.00, 0.36, 1) |
| idle | Dot opacity 100% → 88% → 100%, breathing loop, 4 s period | - |
| exit | Arms retract, dot collapses last, 280 ms | ease-in |
Reduced motion: respect prefers-reduced-motion - show the completed mark with the idle
breathing loop disabled.
3. Film - principles & arc (p.28)
Oction films are product-launch cinema, not explainer video. Macro worship in a void, monochrome, one hard light, cuts on the beat. Story told in short declarative claims, not narration. Colour appears once.
The five-beat arc: 1. VOID - open on the field (pure ink or pure white), 1-2 s stillness, sub-bass room tone. 2. DETAIL - macro fragments (suckers, curl tips, line graphics drawing on); cuts accelerate. 3. ORGANISM - full form revealed, tentacles rising (white field) or emerging (ink field), slow-mo. 4. CLAIM - type cards land between shots, one thought per card, claims escalate in scale. 5. MARK - everything resolves to the Pulse: coral dot lands first, arms extend, 1 s hold, end.
Rules: strictly B&W footage through the two-field grade; the single coral moment is the dot (may appear early as a tracked point, lands permanently only in the closing Pulse); no coral washes/light. Pacing: long holds early, accelerating middle, dead stop at end. Sound: tactile, wet, mechanical, sub-heavy; no corporate music beds, no risers.
4. Platform cuts (p.30)
- Hero film 16:9, 45-75 s, full five-beat arc.
- Reels/TikTok 9:16, 12-30 s, beats 02-05 only, card sizes up 1.4×.
- X/LinkedIn 1:1 or 16:9, captions-safe, must work silent.
- Loops/GIF under 8 s, no type, no mark (the mark lives in the post template around them).
- Reduced motion: every deliverable ships a still end-frame alternative (mark + final card).
5. GIFs are GIFs (p.30)
Animated source is used only as motion (looped GIF/MP4 in posts, embeds, decks). Never extract frames as stills - a frozen frame breaks the organism's behaviour.