Scope
Brand
Content
About
Tatcha was moving further into luxury, and the question was how motion should behave in that world. Movement is where most beauty brands give themselves away, and it had to be reconsidered rather than restyled.
Concept
Luxury reads as restraint in motion. We cut the number of moving things per frame to one, and let it take longer than felt comfortable, which is the difference between something that looks expensive and something that looks busy.
Motion
One easing curve runs through everything, drawn slow at the start and slower at the end, so nothing arrives abruptly. It is used at the same speed on a product page as in a film, which is what makes the tone consistent.
Craft
The detail is in the holds. How long a frame rests before it changes does more for the feeling than the transition itself, so the timing sheet has as many entries for stillness as for movement.
Campaign
The system was tested against the full range, from a fifteen second cut to a store screen running all day, because a treatment that only works at one length is a style rather than a system.
End
Tatcha came away with a motion language that reads as luxury without announcing it.
Credits