/* Schwarzkopf — "Shelf to Story" GCC shopper-activation pitch
   Brand system: black / white + red (#C41E3A). Display: Archivo, Body: Inter. */

:root {
  --ink: #0a0a0a;
  --paper: #ffffff;
  --red: #c41e3a;
  --surface: #111111;
  --mist: #f4f4f4;
  --line: #e4e4e4;
  --dim: #6b6b6b;

  --font-display: "Archivo", system-ui, sans-serif;
  --font-body: "Inter", system-ui, sans-serif;

  --s1: 4px;  --s2: 8px;  --s3: 16px; --s4: 32px;
  --s5: 64px; --s6: 128px;

  --shadow: 0 1px 2px rgba(0,0,0,.06), 0 8px 24px rgba(0,0,0,.08);
  --shadow-lg: 0 2px 6px rgba(0,0,0,.08), 0 24px 64px rgba(0,0,0,.14);
  --maxw: 1200px;
}

* { box-sizing: border-box; margin: 0; padding: 0; }
html { scroll-behavior: smooth; -webkit-text-size-adjust: 100%; }
body {
  font-family: var(--font-body);
  color: var(--ink);
  background: var(--paper);
  line-height: 1.55;
  overflow-x: hidden;
  font-size: 17px;
  -webkit-font-smoothing: antialiased;
}
h1,h2,h3 { font-family: var(--font-display); line-height: 1.02; letter-spacing: -0.02em; font-weight: 800; }
a { color: inherit; text-decoration: none; }
.wrap { max-width: var(--maxw); margin: 0 auto; padding: 0 var(--s4); }
.eyebrow {
  font-family: var(--font-body); font-weight: 600; font-size: .72rem;
  letter-spacing: .22em; text-transform: uppercase; color: var(--red);
}
.accent { color: var(--red); }

/* ---- reveal (only hidden when JS is on) ---- */
.js .reveal { opacity: 0; transform: translateY(28px); transition: opacity .8s cubic-bezier(.16,1,.3,1), transform .8s cubic-bezier(.16,1,.3,1); }
.js .reveal.in { opacity: 1; transform: none; }
.js .reveal.d1 { transition-delay: .08s; }
.js .reveal.d2 { transition-delay: .16s; }
.js .reveal.d3 { transition-delay: .24s; }

/* ---- top bar ---- */
.bar {
  position: fixed; inset: 0 0 auto 0; z-index: 50; display: flex;
  align-items: center; justify-content: space-between;
  padding: var(--s3) var(--s4); mix-blend-mode: difference; color: #fff;
}
.bar .logo { font-family: var(--font-display); font-weight: 900; letter-spacing: -.03em; font-size: 1.1rem; }
.bar .tag { font-size: .7rem; letter-spacing: .18em; text-transform: uppercase; opacity: .85; }

/* ---- HERO ---- */
.hero { min-height: 100vh; color: var(--paper); display: flex; align-items: flex-end; position: relative; padding: var(--s6) 0 var(--s5); overflow: hidden;
  background: linear-gradient(95deg, var(--ink) 0%, var(--ink) 32%, rgba(10,10,10,.55) 60%, rgba(10,10,10,.10) 100%), url("assets/hero.jpg") center right / cover no-repeat; }
.hero::before {
  content: ""; position: absolute; inset: 0;
  background:
    repeating-linear-gradient(90deg, transparent 0 calc(20% - 1px), rgba(255,255,255,.05) calc(20% - 1px) 20%);
  pointer-events: none; mix-blend-mode: overlay; opacity: .5;
}
.hero .wrap { width: 100%; position: relative; z-index: 2; }
.hero .eyebrow { color: #fff; opacity: .7; }
.hero h1 { font-size: clamp(3rem, 11vw, 8.5rem); font-weight: 900; margin: var(--s3) 0; max-width: 14ch; }
.hero h1 .line2 { color: var(--red); }
.hero .lede { max-width: 46ch; color: #cfcfcf; font-size: clamp(1rem, 1.5vw, 1.25rem); }
.hero .cta-row { display: flex; justify-content: flex-end; margin-top: var(--s4); }
.cta {
  display: inline-flex; align-items: center; gap: var(--s2);
  background: var(--red); color: #fff; font-weight: 600; font-family: var(--font-body);
  padding: 14px 26px; border-radius: 10px; box-shadow: var(--shadow);
  transition: transform .25s ease, box-shadow .25s ease;
}
.cta:hover { transform: translateY(-2px); box-shadow: var(--shadow-lg); }
.cta .arrow { transition: transform .25s ease; }
.cta:hover .arrow { transform: translateY(3px); }

/* ---- INSIGHT ---- */
.insight { padding: var(--s6) 0; background: var(--paper); }
.insight .grid { display: grid; grid-template-columns: minmax(0,1.1fr) minmax(0,1fr); gap: var(--s5); align-items: center; }
.bignum { font-family: var(--font-display); font-weight: 900; font-size: clamp(7rem, 22vw, 18rem); line-height: .8; letter-spacing: -.05em; }
.bignum span { color: var(--red); }
.insight h2 { font-size: clamp(1.75rem, 3.4vw, 3rem); margin-bottom: var(--s3); }
.insight p { color: var(--dim); max-width: 40ch; }

/* ---- MORPH STAGE (shelf -> scroll) ---- */
.stage { position: relative; height: 320vh; background: var(--mist); }
.stage .sticky { position: sticky; top: 0; height: 100vh; display: grid; place-items: center; overflow: hidden; }
.stage .label { position: absolute; top: 8vh; left: 0; right: 0; text-align: center; font-family: var(--font-display); font-weight: 800; font-size: clamp(1.2rem,2.4vw,2rem); letter-spacing: -.01em; }
.stage .label b { color: var(--red); }
.morph2 { position: relative; width: min(92vw, 1000px); height: 62vh; }
.morph2 .ph { position: absolute; inset: 0; border-radius: 16px; overflow: hidden; box-shadow: var(--shadow-lg); }
.morph2 .ph img { width: 100%; height: 100%; object-fit: cover; display: block; }
.morph2 .ph .cap { position: absolute; left: 0; right: 0; bottom: 0; padding: 16px 20px;
  background: linear-gradient(transparent, rgba(0,0,0,.72)); color: #fff;
  font-family: var(--font-display); font-weight: 800; letter-spacing: .01em; font-size: clamp(.9rem,1.4vw,1.15rem); }
.morph2 .ph .cap b { color: #fff; }
.morph2 .shelf-ph { opacity: calc(1 - var(--p,0)); transform: scale(calc(1 - var(--p,0) * .05)); }
.morph2 .phone-ph { opacity: var(--p,0); transform: scale(calc(.95 + var(--p,0) * .05)); }

/* ---- EXECUTIONS ---- */
.exec { padding: var(--s6) 0; }
.exec h2 { font-size: clamp(1.75rem, 3.4vw, 3rem); max-width: 18ch; margin-bottom: var(--s4); }
.exec-grid { display: grid; grid-template-columns: repeat(3, 1fr); gap: var(--s3); }
.card { border: 1px solid var(--line); border-radius: 12px; padding: var(--s4) var(--s3) var(--s3); background: #fff; box-shadow: var(--shadow); transition: transform .3s ease, box-shadow .3s ease; }
.card:hover { transform: translateY(-4px); box-shadow: var(--shadow-lg); }
.card .n { font-family: var(--font-display); font-weight: 900; font-size: 1rem; color: var(--red); }
.card h3 { font-size: 1.15rem; margin: var(--s2) 0 6px; }
.card p { font-size: .92rem; color: var(--dim); }
.card .chan { display:inline-block; margin-top:var(--s3); font-size:.66rem; letter-spacing:.14em; text-transform:uppercase; color:var(--ink); border:1px solid var(--line); border-radius:6px; padding:4px 8px; }
.card .thumb { display:block; height:158px; margin:-32px -16px 16px; border-radius:12px 12px 0 0; overflow:hidden; background:var(--mist); }
.card .thumb img { width:100%; height:100%; object-fit:cover; display:block; transition: transform .5s ease; }
.card:hover .thumb img { transform: scale(1.04); }
.card.tile { background:var(--ink); border-color:#000; }
.card.tile::before { content:""; display:block; height:6px; background:var(--red); margin:-32px -16px 22px; border-radius:12px 12px 0 0; }
.card.tile h3 { color:#fff; }
.card.tile p { color:#bdbdbd; }
.card.tile .chan { color:#fff; border-color:rgba(255,255,255,.22); }

/* ---- KPIs ---- */
.kpi { background: var(--ink); color: var(--paper); padding: var(--s6) 0; }
.kpi h2 { font-size: clamp(1.75rem, 3.4vw, 3rem); margin-bottom: var(--s4); }
.kpi-grid { display: grid; grid-template-columns: repeat(4, 1fr); gap: var(--s4) var(--s3); border-top: 1px solid rgba(255,255,255,.16); }
.kpi-item { padding-top: var(--s4); border-top: 3px solid var(--red); }
.kpi-item .v { font-family: var(--font-display); font-weight: 900; font-size: clamp(2rem,4vw,3.2rem); }
.kpi-item .l { color: #b9b9b9; font-size: .9rem; margin-top: 6px; }

/* ---- CREDITS ---- */
.credits { padding: var(--s5) 0 var(--s6); background: var(--paper); border-top: 1px solid var(--line); }
.credits .big { font-size: clamp(1.6rem,4vw,2.6rem); max-width: 16ch; margin-bottom: var(--s4); }
.credits .by { color: var(--dim); font-size: .95rem; }
.credits .by b { color: var(--ink); }
.credits .meta { margin-top: var(--s2); font-size: .85rem; color: var(--dim); }
.credits .meta a:hover { color: var(--red); }

/* ---- responsive ---- */
@media (max-width: 860px) {
  .wrap { padding: 0 var(--s3); }
  .insight .grid { grid-template-columns: 1fr; gap: var(--s4); }
  .exec-grid { grid-template-columns: 1fr; }
  .kpi-grid { grid-template-columns: repeat(2,1fr); }
  .hero .cta-row { justify-content: flex-start; }
  .hero { background: linear-gradient(180deg, rgba(10,10,10,.60) 0%, rgba(10,10,10,.80) 55%, rgba(10,10,10,.92) 100%), url("assets/hero.jpg") center 18% / cover no-repeat; }
  .morph2 { width: 94vw; height: 50vh; }
  .bar .tag { display:none; }
}
@media (max-width: 480px) {
  .kpi-grid { grid-template-columns: 1fr; }
  .morph2 { height: 42vh; }
}

/* ---- reduced motion ---- */
@media (prefers-reduced-motion: reduce) {
  html { scroll-behavior: auto; }
  .js .reveal { opacity: 1; transform: none; transition: none; }
  .stage { height: auto; }
  .stage .sticky { position: static; height: auto; padding: var(--s5) 0; }
  .morph2 { height: auto; display: grid; gap: var(--s3); }
  .morph2 .ph { position: relative; inset: auto; height: 44vh; opacity: 1 !important; transform: none !important; }
}