HATHA WITH HEIDI | SOCIAL BRAND FILM
A post to pin to the Hatha With Heidi Instagram page.
Yes, that is a biscuit on my head… it’s about balance, ok? Where balance meets personality — yoga without the clichés
role: creative, director, shooter, editor
The puzzle…
How do you promote a yoga class without leaning on the usual polished clichés of incense, slow pans and overly serious tones - while still showing what makes Heidi unique? She’s funny, a bit eccentric, and far more “biscuits and tea in a village hall” than “incense and mountaintops.” The challenge was to represent Hatha yoga truthfully - gentle, balanced, accessible - while also capturing Heidi’s quirky personality, without sliding into parody or feeling like an advert. Heidi’s style of Hatha yoga is grounded in balance, but also in warmth, humour, and accessibility. The challenge was how to communicate the principle of balance while also showing Heidi’s playful personality — avoiding the predictable “zen” tropes that don’t reflect who she is.
The solution!
I reframed “balance” in a way that was human, quirky, and memorable. To keep it authentic, we stripped back the polish and leaned into Heidi’s natural deadpan humour. The core message is delivered with clarity, but the visual punchline — Heidi balancing a biscuit on her head before dunking it into her tea — reframes balance as something playful, relatable, and unmistakably “her.” It also brings the concept of Hatha into everyday life, using humour to make yoga feel less intimidating and more approachable. The result is a short brand film that communicates the essence of Hatha yoga while staying down to earth, understated, and funny — just like Heidi herself. The result is a film that communicates both the philosophy of balance and Heidi’s personality in one simple, funny, and memorable moment, creating a brand introduction that invites people in rather than holding them at arm’s length. It’s quirky, down to earth, and captures both the accessibility of Hatha yoga and Heidi’s offbeat personality in just a few seconds.
Vertical Format
To fit with the short attention spans of social media, here are three much shorter, punchier snippets - each focussing on one individual. By separating them in this way, the viewer feels more connected with each individual. These each start with strong shots and get straight into the stories to capture attention. They can exist in a series as well as standalone stories that serve as an insight into the brand.
