HATHA WITH HEIDI | SOCIAL BRAND FILM
Balance meets personality: Yoga without the clichés
A personality-driven Hatha With Heidi introduction to pin to the Instagram grid, to humanise the brand and create emotional resonance, as well as giving a brief idea of what “Hatha” means.
role: creative, director, shooter, editor
The puzzle…
Yoga films often default to glossy clichés of incense, ambient music, and an aspirational mystique that can feel remote. This doesn’t represent Heidi or her classes - she’s far more “biscuits and tea in a village hall” than “incense and mountaintops”. The challenge was to communicate Heidi’s style of Hatha which is grounded in balance, accessibility and humour, while also capturing Heidi’s quirky, down to earth personality. An honest, human moment that would feel like Heidi.
The solution!
A character-led scene with balance as a theme (literal and metaphorical) with a direct, deadpan line that defines Hatha, paired with a simple visual gag. The down-to-earth, slightly absurd reveal instantly tells us what kind of person she is, and reframes balance as something playful, relatable, and human. It also brings the concept of Hatha into everyday life, using humour to make yoga feel less intimidating and more approachable.
