I really paid a lot of attention to the transitions. In this example, we see the various parts of the Roost Stand fly in, while the previous scene is masked out.

The hexagon is part of the Roost logo, and in this still you'll notice how the logo is both behind the Roost as well as on the Roost itself - perfectly centered.

I wanted to convey the message of the Roost being so simple to install in your everyday workflow. I achieved this by making all the necessary tools (Mac, keyboard and mouse) appear the very moment the Roost is unfolded. 

Yet another transition centered around the the hexagon shape of the Roost logo.

This part of the animation shows how the computer is placed into the locking grip of the Roost. I chose to go all contours for this part, to get an interesting contrast to the rest of the animation.

As the screen is folded up, the color and energy appears.

End result: A happy user ready to Roost his way through the day and enjoy the benefits of a healthy posture.