Every marketer is using this trick, which they all copied from Apple 6 years ago. The trick is, as the user is scrolling down on the page, visual elements fade in and out. It’s very compelling visually.
But, do you realize even with 100% attention shoppers have a hard time paying keeping focus on written messages on a screen?
This cool design makes that 8x harder.
If the goal is to visually compel the user I can’t criticize the choice.
However, if your goal is to get the user to pay attention to the words floating in and out of the screen you may want to consider notching down the animation 5 clicks.