Starting a new exercise routine can be daunting, finding the right fit can be confusing, and the intimidation behind a yoga practice is quite possibly even more discouraging. I was brought in to contribute to a campaign to uncover the mystery behind the Mysore Style Yoga practice and help remove the stigma that only the young & fit can practice. Up until recently, the City of Wellington had only one primary yoga studio with certified teachers, now however Te Aro Astanga was facing serious competition from new studios popping up around the city with a greater marketing presence.
I collaborated with the executive and writers to develop the story behind the heart of the studio to drive brand recognition. The goal was to create a video asset that would give prospective clients an intimate peak into a day in the studio from early morning to late afternoon- welcoming everyone from all backgrounds and ages to incorporate yoga into their fitness routine.
By creating a short film that had a soft, warm & natural feeling, inclusive and heartfelt, in conjunction with billboard adverts; we revealed to the city of Wellington the ethos and mission of Te Aro's teachers and created a buzz for the brand, ultimately increasing membership by more than 30%.
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