I recently did some research on this as well, mainly inspired by the impressive web design on Apple product pages, like this one.

Here is a nice article I've found on Medium, which explains how to achieve such scrolling animations: How to jazz up your website like Apple with JavaScript

The result is available on the demo page here.

As summarized in the TL;DR section:

To sum it all up, the mechanism of how it works is really just:
1. A scrolling container
2. position: sticky;elements
3. JavaScript that converts scroll position of the scrolling container to styles for sticky elements
4. (Sometimes) CSS transition property

Animation logic for strategy/creative on "Mrs&Mr"

I would break it down to the following animation phases:

1. translateX from the outside (relative to scroll position) until the 2 elements reach the center of the viewport
2. Now rotate until 180° again relative to scroll position
3. Again, translate but out of the viewport