*, *::before, *::after {
  box-sizing: border-box;
  margin: 0;
  padding: 0;
}

:root {
  --bg: #ffffff;
  --text: #111111;
  --text-muted: #888888;
  --accent: #E63329;
  --border: #e8e8e8;
  --card-bg: #f0f0ef;
  --dark-bg: #111111;
  --dark-text: #ffffff;
}

html {
  font-size: 16px;
  -webkit-font-smoothing: antialiased;
  -moz-osx-font-smoothing: grayscale;
}

body {
  background-color: var(--bg);
  color: var(--text);
  font-family: 'Inter', -apple-system, BlinkMacSystemFont, 'Segoe UI', sans-serif;
  line-height: 1.6;
}

a { color: inherit; }

img {
  display: block;
  width: 100%;
  height: 100%;
  object-fit: cover;
}

/* ─── Layout ─────────────────────────────────── */

.container {
  max-width: 1280px;
  margin: 0 auto;
  padding: 0 2.5rem;
}

@media (max-width: 600px) {
  .container { padding: 0 1.5rem; }
}

/* ─── Header ─────────────────────────────────── */

.site-header {
  padding: 1.75rem 0;
  border-bottom: 1px solid var(--border);
}

.site-header .container {
  display: flex;
  align-items: center;
  justify-content: space-between;
}

.wordmark {
  text-decoration: none;
  display: flex;
  align-items: center;
  gap: 0.75rem;
}

.header-logo {
  height: 28px;
  width: auto;
  display: block;
}

.wordmark-sep {
  color: var(--text-muted);
  font-weight: 300;
  font-size: 0.85rem;
  line-height: 1;
}

.header-label {
  font-size: 0.72rem;
  color: var(--text-muted);
  letter-spacing: 0.04em;
}

/* ─── Hero ───────────────────────────────────── */

.hero {
  padding: 5rem 0 4rem;
}

.hero-eyebrow {
  display: flex;
  align-items: center;
  gap: 0.75rem;
  font-size: 0.72rem;
  font-weight: 700;
  letter-spacing: 0.14em;
  text-transform: uppercase;
  color: var(--accent);
  margin-bottom: 1.75rem;
}

.hero-eyebrow::before {
  content: '';
  display: block;
  width: 2rem;
  height: 1.5px;
  background: var(--accent);
  flex-shrink: 0;
}

.hero h1 {
  font-size: clamp(2.6rem, 5.5vw, 4.25rem);
  font-weight: 700;
  letter-spacing: -0.03em;
  line-height: 1.08;
  max-width: 880px;
  margin-bottom: 1.75rem;
}

.hero-sub {
  font-size: 1.0625rem;
  color: var(--text-muted);
  max-width: 540px;
  line-height: 1.75;
  margin-bottom: 3.5rem;
}

/* ─── Video ──────────────────────────────────── */

.reel-wrapper {
  position: relative;
  width: 100%;
  padding-bottom: 56.25%;
  background: var(--card-bg);
  overflow: hidden;
  margin-bottom: 7rem;
}

.reel-wrapper iframe {
  position: absolute;
  inset: 0;
  width: 100%;
  height: 100%;
  border: 0;
}

.reel-placeholder {
  position: absolute;
  inset: 0;
  display: flex;
  flex-direction: column;
  align-items: center;
  justify-content: center;
  gap: 1.25rem;
}

.play-icon {
  width: 60px;
  height: 60px;
  border-radius: 50%;
  background: var(--text);
  display: flex;
  align-items: center;
  justify-content: center;
  flex-shrink: 0;
}

.play-icon svg {
  fill: var(--bg);
  margin-left: 4px;
}

.reel-placeholder-label {
  font-size: 0.7rem;
  font-weight: 600;
  letter-spacing: 0.12em;
  text-transform: uppercase;
  color: var(--text-muted);
}

/* ─── Framing Bar ────────────────────────────── */

.framing-bar {
  background: var(--dark-bg);
  color: var(--dark-text);
  padding: 4rem 0;
  margin-bottom: 6rem;
}

.framing-bar .container {
  display: grid;
  grid-template-columns: 1fr 1.4fr;
  gap: 5rem;
  align-items: start;
}

.framing-heading {
  font-size: clamp(1.5rem, 2.5vw, 2rem);
  font-weight: 700;
  letter-spacing: -0.025em;
  line-height: 1.15;
  color: var(--dark-text);
}

.framing-body {
  font-size: 1rem;
  line-height: 1.8;
  color: rgba(255, 255, 255, 0.62);
}

.framing-body strong {
  color: var(--dark-text);
  font-weight: 500;
}

@media (max-width: 768px) {
  .framing-bar .container {
    grid-template-columns: 1fr;
    gap: 2rem;
  }
}

/* ─── Work Section ───────────────────────────── */

.work-section {
  padding-bottom: 6rem;
}

.section-header {
  display: flex;
  align-items: baseline;
  justify-content: space-between;
  margin-bottom: 2.5rem;
  padding-bottom: 1rem;
  border-bottom: 1px solid var(--border);
}

.section-label {
  font-size: 0.72rem;
  font-weight: 700;
  letter-spacing: 0.14em;
  text-transform: uppercase;
  color: var(--text-muted);
}

.section-count {
  font-size: 0.72rem;
  color: var(--text-muted);
}

/* ─── Carousel ───────────────────────────────── */

.carousel-viewport {
  width: 100%;
  overflow: hidden;
  cursor: grab;
  padding: 1rem 0 4rem;
  user-select: none;
  -webkit-user-select: none;
}

.carousel-viewport:active {
  cursor: grabbing;
}

.carousel-track {
  display: flex;
  align-items: flex-end;
  gap: 2rem;
  will-change: transform;
  transition: transform 0.75s cubic-bezier(0.25, 0.46, 0.45, 0.94);
}

.carousel-slide {
  flex: 0 0 50vw;
  max-width: 660px;
  will-change: transform, opacity;
  transition: transform 0.75s cubic-bezier(0.25, 0.46, 0.45, 0.94),
              opacity 0.75s cubic-bezier(0.25, 0.46, 0.45, 0.94);
  text-decoration: none;
  color: inherit;
  display: block;
}

.carousel-slide[data-active="false"] {
  cursor: pointer;
}

/* nav dots */
.carousel-dots {
  display: flex;
  justify-content: center;
  gap: 0.5rem;
  margin-top: 2rem;
}

.carousel-dot {
  width: 6px;
  height: 6px;
  border-radius: 50%;
  background: var(--border);
  border: none;
  padding: 0;
  cursor: pointer;
  transition: background 0.2s, transform 0.2s;
}

.carousel-dot.is-active {
  background: var(--text);
  transform: scale(1.3);
}

@media (max-width: 700px) {
  .carousel-slide {
    flex: 0 0 80vw;
  }
}

/* ─── Campaign Cards ──────────────────────────── */

.campaign-card-thumb {
  aspect-ratio: 4 / 3;
  background: #ffffff;
  overflow: hidden;
  position: relative;
  margin-bottom: 1rem;
}

.campaign-card-thumb img {
  object-fit: contain;
  background: #ffffff;
  transition: transform 0.6s cubic-bezier(0.25, 0.46, 0.45, 0.94);
}

.carousel-slide[data-active="true"]:hover .campaign-card-thumb img,
.campaign-card:hover .campaign-card-thumb img {
  transform: scale(1.04);
}

/* image placeholder inside card */
.card-img-slot {
  width: 100%;
  height: 100%;
  display: flex;
  align-items: center;
  justify-content: center;
  flex-direction: column;
  gap: 0.5rem;
}

.card-img-slot-label {
  font-size: 0.65rem;
  font-weight: 600;
  letter-spacing: 0.1em;
  text-transform: uppercase;
  color: var(--text-muted);
  text-align: center;
}

.card-img-slot-plus {
  font-size: 1.75rem;
  font-weight: 200;
  color: var(--border);
  line-height: 1;
}

.campaign-card-client {
  font-size: 0.68rem;
  font-weight: 700;
  letter-spacing: 0.1em;
  text-transform: uppercase;
  color: var(--text-muted);
  margin-bottom: 0.2rem;
}

.campaign-card-name {
  font-size: 1.2rem;
  font-weight: 700;
  letter-spacing: -0.02em;
  line-height: 1.2;
  margin-bottom: 0.3rem;
}

.campaign-card-cta {
  font-size: 0.75rem;
  font-weight: 600;
  color: var(--accent);
  letter-spacing: 0.04em;
  display: inline-flex;
  align-items: center;
  gap: 0.35rem;
  transition: gap 0.2s ease;
}

.carousel-slide[data-active="true"]:hover .campaign-card-cta {
  gap: 0.6rem;
}

/* ─── Campaign Page: Nav ─────────────────────── */

.campaign-page-header {
  padding: 1.75rem 0;
  border-bottom: 1px solid var(--border);
}

.campaign-page-header .container {
  display: flex;
  align-items: center;
  justify-content: space-between;
}

.back-link {
  font-size: 0.78rem;
  font-weight: 600;
  color: var(--text-muted);
  text-decoration: none;
  display: inline-flex;
  align-items: center;
  gap: 0.4rem;
  letter-spacing: 0.04em;
  transition: color 0.2s;
}

.back-link:hover { color: var(--text); }

/* ─── Campaign Page: Intro ───────────────────── */

.campaign-intro {
  padding: 4.5rem 0 3.5rem;
}

.campaign-client-tag {
  display: flex;
  align-items: center;
  gap: 0.6rem;
  font-size: 0.72rem;
  font-weight: 700;
  letter-spacing: 0.14em;
  text-transform: uppercase;
  color: var(--accent);
  margin-bottom: 1.25rem;
}

.campaign-client-tag::before {
  content: '';
  display: block;
  width: 1.5rem;
  height: 1.5px;
  background: var(--accent);
  flex-shrink: 0;
}

.campaign-title {
  font-size: clamp(2rem, 4.5vw, 3.5rem);
  font-weight: 700;
  letter-spacing: -0.03em;
  line-height: 1.08;
  max-width: 800px;
  margin-bottom: 1.5rem;
}

.campaign-blurb {
  font-size: 1.0625rem;
  color: var(--text-muted);
  max-width: 520px;
  line-height: 1.78;
}

/* ─── Image Placeholders ─────────────────────── */

.campaign-hero-slot,
.grid-slot {
  background: var(--card-bg);
  display: flex;
  align-items: center;
  justify-content: center;
  flex-direction: column;
  gap: 0.6rem;
  overflow: hidden;
}

.campaign-hero-slot {
  width: 100%;
  aspect-ratio: 16 / 9;
  margin-bottom: 3.5rem;
}

.slot-plus {
  font-size: 2rem;
  font-weight: 200;
  color: var(--border);
  line-height: 1;
}

.slot-label {
  font-size: 0.65rem;
  font-weight: 600;
  letter-spacing: 0.1em;
  text-transform: uppercase;
  color: var(--text-muted);
  text-align: center;
}

/* ─── Image Grids ────────────────────────────── */

.images-section {
  margin-bottom: 4rem;
}

.images-section-label {
  font-size: 0.72rem;
  font-weight: 700;
  letter-spacing: 0.12em;
  text-transform: uppercase;
  color: var(--text-muted);
  margin-bottom: 1.25rem;
  padding-bottom: 0.75rem;
  border-bottom: 1px solid var(--border);
}

.img-grid {
  display: grid;
  gap: 1rem;
}

.img-grid.cols-3 { grid-template-columns: repeat(3, 1fr); }
.img-grid.cols-2 { grid-template-columns: repeat(2, 1fr); }
.img-grid.cols-2-1 { grid-template-columns: 2fr 1fr; }
.img-grid.cols-1-2 { grid-template-columns: 1fr 2fr; }
.img-grid.cols-4 { grid-template-columns: repeat(4, 1fr); }

.grid-slot.r-1-1 { aspect-ratio: 1 / 1; }
.grid-slot.r-4-5 { aspect-ratio: 4 / 5; }
.grid-slot.r-16-9 { aspect-ratio: 16 / 9; }
.grid-slot.r-9-16 { aspect-ratio: 9 / 16; }
.grid-slot.r-3-2  { aspect-ratio: 3 / 2; }
.grid-slot.r-2-1  { aspect-ratio: 2 / 1; }

/* Real images inside grid slots and hero — never crop */
.grid-slot img {
  object-fit: contain;
  background: var(--bg);
}

/* Hero image replaces hero slot — natural dimensions */
.campaign-hero-img {
  width: 100%;
  height: auto;
  display: block;
  margin-bottom: 3.5rem;
}

@media (max-width: 700px) {
  .img-grid.cols-3,
  .img-grid.cols-4,
  .img-grid.cols-2-1,
  .img-grid.cols-1-2 {
    grid-template-columns: 1fr 1fr;
  }
  .img-grid.cols-2 {
    grid-template-columns: 1fr;
  }
}

@media (max-width: 480px) {
  .img-grid { grid-template-columns: 1fr; }
}

/* ─── Vimeo Embeds ───────────────────────────── */

.video-section {
  margin-bottom: 5rem;
}

.video-section-label {
  font-size: 0.72rem;
  font-weight: 700;
  letter-spacing: 0.12em;
  text-transform: uppercase;
  color: var(--text-muted);
  margin-bottom: 1.25rem;
  padding-bottom: 0.75rem;
  border-bottom: 1px solid var(--border);
}

.vimeo-wrapper {
  position: relative;
  width: 100%;
  padding-bottom: 56.25%;
  background: var(--card-bg);
  overflow: hidden;
  margin-bottom: 1rem;
}

.vimeo-wrapper:last-child {
  margin-bottom: 0;
}

.vimeo-wrapper iframe {
  position: absolute;
  inset: 0;
  width: 100%;
  height: 100%;
  border: 0;
}

.vimeo-placeholder {
  position: absolute;
  inset: 0;
  display: flex;
  align-items: center;
  justify-content: center;
  flex-direction: column;
  gap: 1rem;
}

/* ─── Campaign Pagination ────────────────────── */

.campaign-pagination {
  display: flex;
  justify-content: space-between;
  align-items: center;
  padding: 3rem 0 2rem;
  border-top: 1px solid var(--border);
  margin-top: 3rem;
}

.pagination-link {
  text-decoration: none;
  color: var(--text-muted);
  font-size: 0.78rem;
  font-weight: 600;
  letter-spacing: 0.04em;
  display: flex;
  align-items: center;
  gap: 0.5rem;
  transition: color 0.2s;
}

.pagination-link:hover { color: var(--accent); }

.pagination-label {
  display: block;
  font-size: 0.65rem;
  font-weight: 700;
  letter-spacing: 0.12em;
  text-transform: uppercase;
  color: var(--text-muted);
  margin-bottom: 0.25rem;
}

.pagination-name {
  font-size: 1rem;
  font-weight: 700;
  letter-spacing: -0.01em;
  color: var(--text);
}

/* ─── Concepts Teaser (homepage) ─────────────── */

.concepts-teaser {
  padding: 5rem 0;
  margin-bottom: 6rem;
  border-top: 1px solid var(--border);
  border-bottom: 1px solid var(--border);
}

.concepts-teaser .container {
  display: grid;
  grid-template-columns: 1fr auto;
  gap: 4rem;
  align-items: center;
}

.concepts-teaser-eyebrow {
  display: flex;
  align-items: center;
  gap: 0.75rem;
  font-size: 0.72rem;
  font-weight: 700;
  letter-spacing: 0.14em;
  text-transform: uppercase;
  color: var(--accent);
  margin-bottom: 1.5rem;
}

.concepts-teaser-eyebrow::before {
  content: '';
  display: block;
  width: 2rem;
  height: 1.5px;
  background: var(--accent);
  flex-shrink: 0;
}

.concepts-teaser-heading {
  font-size: clamp(1.8rem, 3vw, 2.75rem);
  font-weight: 700;
  letter-spacing: -0.03em;
  line-height: 1.1;
  margin-bottom: 1.25rem;
}

.concepts-teaser-body {
  font-size: 1rem;
  color: var(--text-muted);
  line-height: 1.78;
  max-width: 520px;
  margin-bottom: 2rem;
}

.concepts-teaser-link {
  display: inline-flex;
  align-items: center;
  gap: 0.5rem;
  font-size: 0.875rem;
  font-weight: 700;
  letter-spacing: 0.02em;
  color: var(--accent);
  text-decoration: none;
  transition: gap 0.2s;
}

.concepts-teaser-link:hover { gap: 0.75rem; }

.concepts-teaser-count {
  font-size: clamp(6rem, 12vw, 9rem);
  font-weight: 700;
  letter-spacing: -0.05em;
  line-height: 1;
  color: var(--border);
  flex-shrink: 0;
  user-select: none;
}

@media (max-width: 768px) {
  .concepts-teaser .container { grid-template-columns: 1fr; }
  .concepts-teaser-count { display: none; }
}

/* ─── Concepts Page ────────────────────────────── */

.concepts-intro {
  padding: 4.5rem 0 3.5rem;
}

.concept-group {
  padding: 0 0 7rem;
}

.concept-group-header {
  padding-bottom: 1.25rem;
  margin-bottom: 2.5rem;
  border-bottom: 1px solid var(--border);
  display: flex;
  align-items: baseline;
  gap: 1.5rem;
}

.concept-group-number {
  font-size: 0.72rem;
  font-weight: 700;
  letter-spacing: 0.14em;
  text-transform: uppercase;
  color: var(--text-muted);
  flex-shrink: 0;
}

.concept-group-name {
  font-size: clamp(1.4rem, 2.5vw, 2rem);
  font-weight: 700;
  letter-spacing: -0.025em;
  line-height: 1.1;
}

.concept-boards {
  display: grid;
  grid-template-columns: 1fr 1fr;
  gap: 2rem;
  align-items: start;
}

.concept-board {
  background: var(--card-bg);
  overflow: hidden;
}

.concept-board-image img {
  width: 100%;
  height: auto;
  display: block;
}

.concept-board-image-placeholder {
  width: 100%;
  aspect-ratio: 2 / 1;
  background: var(--card-bg);
  display: flex;
  align-items: center;
  justify-content: center;
  flex-direction: column;
  gap: 0.6rem;
}

.concept-board-copy {
  padding: 2rem 2rem 2.25rem;
}

.concept-board-iteration {
  font-size: 0.68rem;
  font-weight: 700;
  letter-spacing: 0.12em;
  text-transform: uppercase;
  color: var(--text-muted);
  margin-bottom: 0.75rem;
}

.concept-board-idea {
  font-size: 0.9375rem;
  color: var(--text-muted);
  line-height: 1.72;
  margin-bottom: 1.5rem;
  padding-bottom: 1.5rem;
  border-bottom: 1px solid var(--border);
}

.concept-line {
  display: grid;
  grid-template-columns: 76px 1fr;
  gap: 1rem;
  padding: 0.7rem 0;
  border-bottom: 1px solid var(--border);
}

.concept-line:last-child {
  border-bottom: none;
  padding-bottom: 0;
}

.concept-line-label {
  font-size: 0.65rem;
  font-weight: 700;
  letter-spacing: 0.1em;
  text-transform: uppercase;
  color: var(--text-muted);
  padding-top: 0.2rem;
}

.concept-line-text {
  font-size: 0.9375rem;
  line-height: 1.55;
  color: var(--text);
}

.concept-line.is-headline .concept-line-text {
  font-size: 1.175rem;
  font-weight: 700;
  letter-spacing: -0.02em;
  line-height: 1.25;
}

/* Placeholder / TBD board */
.concept-board-tbd {
  aspect-ratio: 9 / 10;
  display: flex;
  align-items: center;
  justify-content: center;
  flex-direction: column;
  gap: 0.6rem;
}

@media (max-width: 768px) {
  .concept-boards { grid-template-columns: 1fr; }
  .concept-group-header { flex-direction: column; gap: 0.4rem; }
}

/* ─── Footer ─────────────────────────────────── */

.site-footer {
  padding: 2rem 0;
  border-top: 1px solid var(--border);
}

.site-footer .container {
  display: flex;
  justify-content: space-between;
  align-items: center;
}

.footer-copy {
  font-size: 0.72rem;
  color: var(--text-muted);
}

@media (max-width: 600px) {
  .site-footer .container {
    flex-direction: column;
    gap: 0.5rem;
    text-align: center;
  }
}