Websites · 2026
PULP.
961 frames of falling fruit, scrubbed by scroll — p95 frame time: 18 ms.
PULP. is the louder sibling of VESNA: a smoothie brand whose site is a forty-second fall through five fruit worlds. Same self-built film engine, pushed harder — and measured.
Client
Fictional smoothie bar · real engineering
Status
Complete
Role
Concept & art direction · AI footage direction · Film engine · Full site build
The numbers.
Every figure here lives in a repository.
- 961
- frames at 24 fps — about forty seconds of continuous footage
- 18 ms
- p95 frame time in the scripted jank test — zero frames over 33 ms
- 850vh
- of scroll mapped to the film, with hysteresis-tuned keyframe scrubbing
- 4
- renditions with per-packet index — 7.9 MB AV1-720 up to 57 MB H.264-1080
- 321
- committed fallback frames for browsers without WebCodecs
The brief.
After VESNA proved the engine, PULP. stress-tested it: more frames, brighter grading, faster flings — and a promise that performance claims would be measured, not vibes.
The brand voice is gravity with a grin: 'The whole orchard, falling.'
What we built.
Shown as it really renders — no mockups.
The fall
Citrus → Berries → Tropic → The Blend → Served: five chapters of one continuous drop, each clip SSIM-gated to start exactly where the previous ended.
Menu that lands
Three packshots, prices, city pickup — the film ends in a page that takes orders, because spectacle without a till is a demo.
Streaming decode
A BYOB reader stages bytes into one reusable buffer while the worker decodes ahead of your scroll — whole GOPs normally, keyframes only mid-fling.
The glass meter
A fixed SVG glass fills chapter by chapter — orange to berry to mango to blend — and earns its straw when you reach 'Served.'
More of the work.
Finale — served strawberry smoothie with the frosted-glass 'Served.' panel
Role
- Concept & art direction
- AI footage direction
- Film engine
- Full site build
Stack
- Next.js 16 · React 19
- WebCodecs in a worker
- BYOB streaming
- AV1 + H.264 ladder
- Lenis
- Tailwind CSS 4
- puppeteer verification
Worth knowing
- The jank harness drives real scroll patterns in Chromium with and without GPU and fails on frame-time regressions — 'p95 18 ms, zero over 33 ms' is a recorded result, not copy.
- Fictional brand by design; every technique is production-ready.