Squash & Stretch: Products can bounce on landing for energy. Logo elements stretch during reveals. Text can have elastic emphasis. Match brand personality—luxury minimal, playful bouncy.
Anticipation: Build suspense before product reveal. Pause before tagline appears. Sound design wind-up precedes visual payoff. Create expectation, then deliver.
Staging: Product is always the hero. Lighting directs to focal point. Background supports, never competes. Clear visual hierarchy every frame.
Straight Ahead vs Pose to Pose: Story-driven commercials flow naturally (straight ahead energy). Key reveal moments are precisely posed. Blend both—flow to moments of impact.
Follow Through & Overlapping: Logo elements settle at different rates. Tagline appears after logo lands. Product features animate in sequence. Creates natural, alive feeling.
Slow In / Slow Out: Dramatic reveals use long ease-in. Impact moments snap. Premium brands use slower, more deliberate timing. Energetic brands use faster, snappier easing.
Arc: Camera movements sweep in arcs. Products tumble naturally. Logo elements flow, don't snap. Text can follow curved paths for dynamism.
Secondary Action: Environment responds to product presence. Particles, light rays, reflections. Music and motion sync. Every element reinforces the message.
Timing: Match brand energy profile. Luxury: slow, deliberate (500-800ms). Tech: precise, efficient (200-400ms). Playful: bouncy, energetic (300-500ms with overshoot). Sync to music beats.
Exaggeration: Amplify brand personality traits. Confident brands use bold, decisive motion. Friendly brands use rounded, bouncy motion. Exaggeration makes brand memorable.
Solid Drawing: Logo maintains integrity in motion. Brand colors consistent throughout. Typography respects brand guidelines. Motion style matches brand identity system.
Appeal: Animation should evoke target emotion. Trust, excitement, comfort, aspiration. Every motion choice serves brand message. Memorable moments people want to rewatch.
Squash & Stretch（挤压与拉伸）：产品落地时添加弹跳效果以增强活力；Logo元素在揭幕时产生弹性形变；文字可通过弹性效果突出重点。需匹配品牌个性——奢华品牌采用极简风格，活泼品牌则用弹跳效果。
Anticipation（预备动作）：在产品揭幕前制造悬念；标语出现前稍作停顿；音效铺垫先于视觉呈现。先建立期待，再展示内容。
Staging（构图呈现）：产品始终是视觉焦点；灯光引导视线至核心区域；背景仅作衬托，不抢风头；每一帧都保持清晰的视觉层级。
Straight Ahead vs Pose to Pose（逐帧绘制与关键帧绘制）：故事驱动型广告采用自然流畅的逐帧动态；关键揭幕瞬间则用精准的关键帧呈现；可结合两种方式——在流畅过渡中突出关键冲击时刻。
Follow Through & Overlapping（跟随动作与重叠动作）：Logo元素分阶段稳定下来；标语在Logo落定后出现；产品特性依次动态展示。营造自然、生动的观感。
Slow In / Slow Out（缓入缓出）：戏剧性揭幕采用长时缓入效果；冲击瞬间快速呈现；高端品牌使用缓慢、从容的节奏；活力品牌则采用快速、利落的缓动效果。
Arc（弧形运动）：镜头沿弧形轨迹扫动；产品自然翻滚；Logo元素流畅运动而非生硬跳转；文字可沿曲线路径移动以增强动感。
Secondary Action（次要动作）：环境随产品出现产生响应，如粒子效果、光线折射、倒影等；音乐与动态效果同步；所有元素都为强化品牌信息服务。
Timing（节奏把控）：匹配品牌活力调性：奢华品牌：缓慢从容（500-800ms）；科技品牌：精准高效（200-400ms）；活泼品牌：弹跳感强（300-500ms，带过冲效果）；与音乐节拍同步。
Exaggeration（夸张效果）：放大品牌个性特质：自信品牌采用大胆、果断的动态；友好品牌采用圆润、弹跳的动态；夸张效果能让品牌更难忘。
Solid Drawing（扎实造型）：Logo在动态中保持完整性；全程保持品牌色彩一致性；排版符合品牌规范；动态风格匹配品牌标识系统。
Appeal（吸引力）：动画应唤起目标受众的情感，如信任、兴奋、舒适、向往；每一个动态选择都服务于品牌信息；打造用户愿意反复观看的难忘瞬间。