# Sizzles

> The finished CRAFTSMAN+ sizzles, and the treatment that makes one: grounds, type, color, pace, grain, and the end card.

Canonical: https://brand.craftsmanplus.com/motion-video/sizzles

## The library

The finished sizzles, in every approved cut. These are the reference for what the treatment below looks like in motion.

> Interactive SizzleLibrary component; see the token data at https://brand.craftsmanplus.com/api/tokens.json.

## Treatment

- **Grounds.** CRAFTSMAN BLACK or the CRAFTSMAN+ MINIMAL GRADIENT. Product segments may use CRAFTSMAN+ GRADIENT DARK or INTELLIGENCE DARK.
- **Type.** Inter only, set to the [type scale](/foundations/typography). Titles enter on `--ease-out-quart`, settle, and hold. No word-by-word pops, no typewriter effects.
- **Color.** Monotone plus Orange and Pink, per the [hierarchy](/foundations/color). The INTELLIGENCE gradient appears only in AI segments.
- **Pace.** Cuts breathe. Hold a UI moment long enough to read it. Music drives energy; the edit stays calm.
- **Grain.** The film grain reads on video exactly as it does on the site: present, never noticeable.
- **End card.** Wordmark on CRAFTSMAN BLACK or the CRAFTSMAN+ MINIMAL GRADIENT, clear space respected, one line of copy at most.

## Captions and title cards

Everything written on screen follows the [voice](/voice/principles) and [naming](/voice/naming) rules without exception. Title cards state mechanisms, not superlatives. If a card reads like a slogan, replace it with what the product just did.

## Duration and easing

Video motion uses the same two curves as UI, scaled up: entrances around 600ms, holds measured in seconds, ambient drift at 8s or slower. Nothing loops for attention.

## Choosing a cut

The Agency Reel ships in three cuts for a reason. Match the cut to the runway:

| Cut | When |
| --- | --- |
| Original | Presentations and first viewings, where the intro sets the room. |
| Short Intro | Audiences that already know CRAFTSMAN+. |
| No Intro | Loops, booths, and embeds, where the first seconds decide everything. |

The INTELLIGENCE sizzle ships 16:9 for web, decks, and events, and 9:16 for stories, reels, and vertical placements. Do not crop one orientation from the other; the cuts are composed separately.