/* Project articles ("See how it works" pages).
   One narrow reading column (640px) in the home page's look: cream paper, Times headings,
   Georgia body, Courier labels, classic blue links, one dark red accent. */

*, *::before, *::after { box-sizing: border-box; }
html { -webkit-text-size-adjust: 100%; }
body { margin: 0; background: #f4efe4; color: #23201a; font: 18px/1.65 Georgia, 'Times New Roman', serif; }
a { color: #0000ee; text-decoration: underline; text-underline-offset: 2px; }
a:visited { color: #551a8b; }
a:hover { color: #1a1acc; }
a:focus-visible { outline: 2px solid #8a2f1d; outline-offset: 3px; }
img, svg, video, iframe { display: block; max-width: 100%; }
img { height: auto; } /* always keep a picture's own proportions */

.a-wrap { max-width: 672px; margin: 0 auto; padding: 0 16px 56px; }

/* top bar */
.a-top { display: flex; justify-content: space-between; align-items: baseline; flex-wrap: wrap; gap: 6px 16px;
  padding: 18px 0 14px; border-bottom: 1px solid #cdc4ae;
  font: 12px/1.4 'Courier New', Courier, monospace; text-transform: uppercase; letter-spacing: 0.05em; }
.a-top a, .a-top a:visited { color: #23201a; }
.a-top a:hover { color: #8a2f1d; }

/* header */
.a-kicker, .a-label { font: 700 12px/1.3 'Courier New', Courier, monospace; text-transform: uppercase; letter-spacing: 0.08em; color: #8a2f1d; margin: 0; }
.a-kicker { margin-top: 34px; }
h1 { font: 700 44px/1.08 'Times New Roman', Times, serif; letter-spacing: -0.01em; margin: 10px 0 14px; text-wrap: balance; }
.a-dek { font-size: 20px; line-height: 1.5; color: #4a463b; margin: 0; text-wrap: pretty; }
.a-meta { font: 12px/1.4 'Courier New', Courier, monospace; color: #8a8069; text-transform: uppercase; letter-spacing: 0.05em; margin: 14px 0 0; }

/* opening: text + reel side by side */
.a-hero { display: grid; grid-template-columns: minmax(0, 1fr) 220px; gap: 28px; align-items: start; margin-top: 30px; }
.a-hero p { margin: 0 0 18px; }
.a-reel { margin: 0; }
.a-reel .frame { aspect-ratio: 9 / 16; background: #23201a; border: 1px solid #c8bfa9; overflow: hidden; }
.a-reel video, .a-reel iframe { width: 100%; height: 100%; border: 0; object-fit: cover; }
.a-reel figcaption { margin-top: 6px; }
.a-stats { display: grid; grid-template-columns: repeat(2, minmax(0, 1fr)); gap: 14px 18px; margin: 4px 0 0; padding: 16px 0 0; border-top: 1px solid #cdc4ae; }
.a-stats div { margin: 0; }
.a-stats b { display: block; font: 700 30px/1.05 'Times New Roman', Times, serif; color: #23201a; }
.a-stats span { display: block; margin-top: 3px; font: 11px/1.35 'Courier New', Courier, monospace; color: #8a8069; text-transform: uppercase; letter-spacing: 0.04em; }

/* sections */
section { margin-top: 50px; }
h2 { font: 700 29px/1.18 'Times New Roman', Times, serif; margin: 6px 0 12px; text-wrap: balance; }
section > p { margin: 0 0 16px; text-wrap: pretty; }

/* the flow: numbered steps on a flowing dotted line (same look as the home page) */
.a-steps { list-style: none; margin: 22px 0 0; padding: 0 0 0 46px; position: relative; }
.a-steps::before {
  content: ""; position: absolute; left: 13px; top: 14px; bottom: 14px; width: 3px;
  background-image: radial-gradient(circle, #8a2f1d 1.3px, transparent 1.7px);
  background-size: 3px 9px; animation: a-flow 0.9s linear infinite;
}
@keyframes a-flow { to { background-position: 0 9px; } }
.a-steps > li { position: relative; margin: 0 0 30px; }
.a-steps > li:last-child { margin-bottom: 0; }
.a-steps > li::before {
  content: attr(data-n); position: absolute; left: -46px; top: 0; width: 28px; height: 28px; border-radius: 50%;
  background: #f4efe4; border: 1px solid #8a2f1d; color: #8a2f1d;
  font: 700 10px/26px 'Courier New', Courier, monospace; text-align: center; text-transform: uppercase;
}
.a-steps > li.is-hub::before { background: #23201a; border-color: #23201a; color: #f4efe4; }
.a-steps h3 { margin: 0; padding-top: 2px; font: 700 20px/1.25 'Times New Roman', Times, serif; }
.a-steps h3 small { font: 400 11px/1 'Courier New', Courier, monospace; color: #8a8069; text-transform: uppercase; letter-spacing: 0.04em; margin-left: 8px; white-space: nowrap; }
.a-steps p { margin: 4px 0 0; font-size: 17px; line-height: 1.6; text-wrap: pretty; }

/* figures */
figure { margin: 16px 0 0; }
figure > img, figure > a > img, figure > .card { width: 100%; height: auto; border: 1px solid #c8bfa9; background: #fbf8f1; }
figure > a { display: block; }
figcaption { margin-top: 7px; font: 11.5px/1.45 'Courier New', Courier, monospace; color: #8a8069; }

/* a strip of frames from the reel */
.a-strip { display: grid; grid-template-columns: repeat(5, minmax(0, 1fr)); gap: 8px; margin: 16px 0 0; }
.a-strip figure { margin: 0; }
.a-strip img { width: 100%; height: auto; aspect-ratio: 9 / 16; object-fit: cover; border: 1px solid #c8bfa9; }
.a-strip figcaption { margin-top: 4px; text-align: center; color: #8a2f1d; font-weight: 700; }

/* script and dialogue cards */
.card { padding: 14px 16px; }
.card p { margin: 0; font-size: 16px; line-height: 1.55; }
.card p + p { margin-top: 10px; }
.card .n { display: inline-block; min-width: 26px; font: 700 11px/1 'Courier New', Courier, monospace; color: #8a8069; }
.card b.k { color: #8a2f1d; text-decoration: underline; text-decoration-thickness: 2px; text-underline-offset: 3px; }
.card .who { display: inline-grid; place-items: center; width: 24px; height: 24px; border-radius: 50%; margin-right: 8px; vertical-align: -5px;
  font: 700 12px/1 Arial, Helvetica, sans-serif; color: #fff; }
.card .s { background: #e06a1b; } .card .p { background: #3d6fc4; }

/* a small table */
.a-table { width: 100%; border-collapse: collapse; font: 13px/1.4 'Courier New', Courier, monospace; }
.a-table th, .a-table td { text-align: left; padding: 7px 10px; border-bottom: 1px solid #e3dccb; vertical-align: top; }
.a-table th { font-weight: 700; color: #8a8069; text-transform: uppercase; font-size: 11px; letter-spacing: 0.04em; }
.a-table td.num { text-align: right; white-space: nowrap; }
.a-table .ok { color: #2c7a45; }
.a-table tr:last-child td { border-bottom: 0; }

/* call to action */
.a-cta { margin-top: 50px; padding: 22px 22px 20px; border: 1px solid #23201a; background: #fbf8f1; }
.a-cta h2 { font-size: 24px; margin: 0 0 6px; }
.a-cta p { margin: 0 0 16px; font-size: 17px; }
.a-cta .row { display: flex; flex-wrap: wrap; align-items: center; gap: 12px 20px; }
.a-cta .row a:not(.btn) { font-size: 16px; }
a.btn, a.btn:visited { display: inline-block; font: 700 13px/1 'Courier New', Courier, monospace; text-transform: uppercase; letter-spacing: 0.07em;
  color: #f4efe4; background: #23201a; border: 1px solid #23201a; padding: 12px 16px; text-decoration: none; }
a.btn:hover, a.btn:visited:hover { background: #8a2f1d; border-color: #8a2f1d; color: #f4efe4; }

/* more from the archive: three square cards */
.a-more { margin-top: 56px; }
.a-more h2 { font-size: 24px; }
.a-cards { display: grid; grid-template-columns: repeat(3, minmax(0, 1fr)); gap: 16px; margin-top: 14px; }
.a-card, .a-card:visited { display: block; color: #23201a; text-decoration: none; }
.a-card img { width: 100%; height: auto; aspect-ratio: 1 / 1; object-fit: cover; border: 1px solid #c8bfa9; background: #23201a; transition: transform .2s ease; }
.a-card strong { display: block; margin-top: 10px; font: 700 18px/1.25 'Times New Roman', Times, serif; }
.a-card span { display: block; margin-top: 3px; font-size: 14.5px; line-height: 1.45; color: #4a463b; }
.a-card em { display: block; margin-top: 6px; font: 700 11px/1 'Courier New', Courier, monospace; font-style: normal; text-transform: uppercase; letter-spacing: 0.06em; color: #8a2f1d; }
.a-card:hover strong { text-decoration: underline; text-underline-offset: 3px; }
.a-card:hover img { transform: translateY(-2px); }

/* footer */
.a-foot { margin-top: 48px; padding-top: 14px; border-top: 1px solid #cdc4ae; display: flex; justify-content: space-between; flex-wrap: wrap; gap: 8px;
  font: 12px/1.4 'Courier New', Courier, monospace; color: #8a8069; }

@media (max-width: 640px) {
  body { font-size: 17px; }
  h1 { font-size: 34px; }
  .a-dek { font-size: 18px; }
  h2 { font-size: 25px; }
  .a-hero { grid-template-columns: minmax(0, 1fr); gap: 22px; }
  .a-reel { width: 100%; max-width: 280px; justify-self: center; }
  .a-steps { padding-left: 40px; }
  .a-steps::before { left: 11px; }
  .a-steps > li::before { left: -40px; width: 24px; height: 24px; line-height: 22px; font-size: 9px; }
  .a-steps h3 { font-size: 18px; }
  .a-steps p { font-size: 16px; }
  .a-strip { gap: 5px; }
  .a-strip figcaption { font-size: 9.5px; }
  .a-cards { grid-template-columns: minmax(0, 1fr); gap: 14px; }
  .a-card { display: grid; grid-template-columns: 92px minmax(0, 1fr); gap: 0 14px; align-items: start; }
  .a-card img { grid-row: span 3; }
  .a-card strong { margin-top: 0; }
  .a-table th, .a-table td { padding: 6px 6px; font-size: 12px; }
}
@media (prefers-reduced-motion: reduce) { .a-steps::before { animation: none; } .a-card img { transition: none; } }

/* end the dotted line at the last step's circle */
.a-steps > li:last-child::after { content: ""; position: absolute; left: -46px; top: 28px; bottom: -16px; width: 32px; background: #f4efe4; }
@media (max-width: 640px) { .a-steps > li:last-child::after { left: -40px; top: 24px; width: 28px; } }

/* ---- pieces used by the McDonald's study ---- */
/* two deck covers side by side */
.a-covers { display: grid; grid-template-columns: repeat(2, minmax(0, 1fr)); gap: 14px; margin-top: 28px; }
.a-covers figure { margin: 0; }
.a-covers img { width: 100%; height: auto; aspect-ratio: 16 / 9; object-fit: cover; border: 1px solid #c8bfa9; }
.a-covers a:hover img { outline: 2px solid #8a2f1d; outline-offset: 2px; }
.a-stats.four { grid-template-columns: repeat(4, minmax(0, 1fr)); margin-top: 22px; }

/* simple labelled bars */
.bars { padding: 14px 16px 12px; }
.bars .row { display: grid; grid-template-columns: 92px minmax(0, 1fr); gap: 4px 12px; align-items: center; margin-bottom: 10px; }
.bars .row:last-of-type { margin-bottom: 4px; }
.bars .name { font: 700 14px/1.2 'Times New Roman', Times, serif; }
.bars .pair { display: grid; gap: 3px; }
.bars .bar { height: 14px; display: flex; align-items: center; justify-content: flex-end; padding-right: 6px;
  font: 700 10.5px/1 'Courier New', Courier, monospace; color: #f4efe4; min-width: 34px; }
.bars .bar.aw { background: #8a8069; }
.bars .bar.use { background: #8a2f1d; }
.bars .key { display: flex; gap: 16px; flex-wrap: wrap; margin-top: 8px; font: 11px/1.3 'Courier New', Courier, monospace; color: #6b6452; }
.bars .key i { display: inline-block; width: 10px; height: 10px; margin-right: 6px; vertical-align: -1px; }
.bars .row.hi .name { color: #8a2f1d; }

/* customer quotes */
.a-quotes { margin: 16px 0 0; padding: 0; list-style: none; display: grid; gap: 10px; }
.a-quotes li { margin: 0; padding: 10px 14px; border-left: 3px solid #8a2f1d; background: #fbf8f1; font-size: 16.5px; line-height: 1.5; font-style: italic; }
.a-quotes li span { display: block; margin-top: 4px; font: normal 11px/1.3 'Courier New', Courier, monospace; color: #8a8069; }

/* problem -> ideas map */
.a-map { display: grid; grid-template-columns: repeat(5, minmax(0, 1fr)); gap: 8px; margin-top: 18px; }
.a-map div { border: 1px solid #c8bfa9; background: #fbf8f1; padding: 10px 9px 10px; }
.a-map h4 { margin: 0 0 8px; font: 700 11px/1.3 'Courier New', Courier, monospace; text-transform: uppercase; letter-spacing: 0.03em; color: #8a2f1d; }
.a-map ul { margin: 0; padding: 0; list-style: none; }
.a-map li { font-size: 13px; line-height: 1.35; padding: 5px 0; border-top: 1px solid #e3dccb; }
.a-map li:first-child { border-top: 0; padding-top: 0; }

@media (max-width: 640px) {
  .a-stats.four { grid-template-columns: repeat(2, minmax(0, 1fr)); }
  .a-covers { gap: 8px; }
  .a-map { grid-template-columns: minmax(0, 1fr); }
  .a-map li { font-size: 14px; }
  .bars .row { grid-template-columns: 74px minmax(0, 1fr); }
}
.a-map h4, .a-map li { overflow-wrap: anywhere; }
.a-table th.num { text-align: right; }

/* an embedded Google Slides deck: 16:9 slide plus the viewer's 36px control bar */
.a-deck { margin-top: 34px; }
.a-deck .frame { position: relative; width: 100%; padding-top: calc(56.25% + 36px); border: 1px solid #c8bfa9; background: #23201a; }
.a-deck iframe { position: absolute; inset: 0; width: 100%; height: 100%; border: 0; }