This project is kind of special to me, not because it’s a big brand but because it uses Actionscript for 90% of the animations. I had a theory but never tried it before on this scale where I could use time delay with offsets based on the layer index to make a wave or smooth effect. If the delay is set to 0 then all lines in the background would move the same. So this gives a lot of control over how you want it to look. At the bottom of the page there are some examples of how you can change a few settings to give it a completely different result.
Every background line is a different layer...
Line width offset:
i = index;
v = value;
c = thisComp.layer("CONTROLLER").effect("Out to mid")("Checkbox");
d = thisComp.layer("CONTROLLER").effect("Delay")("Slider");
o = thisComp.layer("CONTROLLER").effect("Delay offset")("Slider");
if ( c == 1) { k = (o + (time - ( i / d ) ) ) } else { k = (o + ( time + ( i / d ) ) ) } ;
s = thisComp.layer("CONTROLLER").effect("Slider Control")("Slider").valueAtTime(k);
v = v + s;