# Still a Side Project? by Rho

A developer struggling to balance his demanding day job with a promising late-night side project takes the leap to full-time entrepreneurship with Rho's business banking and incorporation platform.

- Company: Rho
- Duration: 0:42
- Type: Advertisement
- Objective: Convert
- Industry: Fintech
- Audience: Developer
- Medium: Live action, Typography, Product UI, Mixed media
- Style: Cinematic, Technical, Bold
- Techniques: Kinetic type, Compositing, Rapid cutting, Match cuts
- Structure: Transformation
- Pace: Escalating
- Audio: Dialogue
- Format: Landscape

## Observations

- On-screen kinetic typography visualizes the dialogue between subway passengers in real time.
- Integrated code overlays and terminal text float in live-action scenes to convey technical developer workflows.
- Fast montage sequences communicate the physical and mental toll of balancing a corporate job with late-night startup tinkering.
- UI notifications pop up organically in the environment to show Rho card issuance and activation.

## Moments

### 0:00–0:05 · Subway Conversation

A fellow commuter notices a developer coding on his laptop and asks about what he's working on, which he describes as just a side project.

Tags: Live action, Kinetic type, Dialogue

Link: https://motionreference.com/reference/6555bcb8-05d2-4b12-8213-651483d59cae?t=0 · Moment id: `6555bcb8-05d2-4b12-8213-651483d59cae-m0`

### 0:05–0:16 · Late-Night Engineering

Montage of late-night coding, hardware tinkering, and terminal commands overlaid with floating interface code snippets.

Tags: Compositing, Technical, Rapid cutting

Link: https://motionreference.com/reference/6555bcb8-05d2-4b12-8213-651483d59cae?t=5 · Moment id: `6555bcb8-05d2-4b12-8213-651483d59cae-m1`

### 0:16–0:24 · The Daily Grind

Fast-paced montage of morning routines, cycling to work, and exhausted meetings illustrating the strain of juggling a job and side venture.

Tags: Match cuts, Rapid cutting, Live action

Link: https://motionreference.com/reference/6555bcb8-05d2-4b12-8213-651483d59cae?t=16 · Moment id: `6555bcb8-05d2-4b12-8213-651483d59cae-m2`

### 0:24–0:30 · Discovery of Rho

The commuter reveals he works at Rho, as the developer looks up at a massive Times Square billboard prompting founders to make the switch.

Tags: Product UI, Cinematic, Live action

Link: https://motionreference.com/reference/6555bcb8-05d2-4b12-8213-651483d59cae?t=24 · Moment id: `6555bcb8-05d2-4b12-8213-651483d59cae-m3`

### 0:30–0:42 · Day 0 & Incorporation

The developer leaves his corporate office with his belongings, activates his Rho card, and the spot closes on a call-to-action to incorporate with Rho.

Tags: Transformation, Product UI, Kinetic type

Link: https://motionreference.com/reference/6555bcb8-05d2-4b12-8213-651483d59cae?t=30 · Moment id: `6555bcb8-05d2-4b12-8213-651483d59cae-m4`

## Links

- Motion Reference page: https://motionreference.com/reference/6555bcb8-05d2-4b12-8213-651483d59cae
- Watch: https://attachments.are.na/51483844/be030df54850d138812182f2c51d8236.mp4?1792170349
- Original: https://x.com/rhobusiness/status/2111125296447426930/video/1
- Video id: `6555bcb8-05d2-4b12-8213-651483d59cae` (use with the MCP tools get_reference, get_breakdown and get_related_references)

Cite the Motion Reference page and credit Rho when you use this.