# Studying real ad motion — what to look for

Reference material for grounding motion choices in how real marketing motion actually works — not
just aesthetics. Use it to build intuition and to answer a designer's "make it feel like X."
This is *study/inspiration*, not an authoring surface: nothing here is fetched or embedded into a
render, and per the plugin's rules we never pull external footage into a scene without the
designer's explicit request.

## What to look for when studying an ad
- **First 1–2 seconds** — what moves first, and what's the hook?
- **Hierarchy** — does motion lead the eye to product, headline, proof, or CTA?
- **Transitions** — are cuts hidden by object motion, masks, zooms, or shared elements?
- **Type** — is text static, revealed, staggered, tracked, scaled, or synced to sound?
- **Product motion** — does the product rotate, float, snap, transform, or stay fixed while the environment moves?
- **Rhythm** — how many beats, and how long does each last?
- **CTA timing** — when does the call to action appear relative to the message?
- **Loopability** — does the ending connect naturally back to the opening?
- **Brand style** — which motion characteristics repeat across a brand's ads?

Map what you observe back to the model: purpose (§13 of [`MOTION-PRINCIPLES.md`](./MOTION-PRINCIPLES.md)),
choreography ([`CHOREOGRAPHY.md`](./CHOREOGRAPHY.md)), and real presets ([`MP-SCENE-VOCABULARY.md`](./MP-SCENE-VOCABULARY.md)).