For Khamisa · The Prana Lounge
Five ads to camera, numbered 01 to 05, plus member and instructor interviews. Four more static and cut-down ads get built afterwards from footage we already own. Every script is below, along with who we need on the floor and what to have ready. Read the two open decisions first, then skim the scripts.
What we need from youShoot day · Tuesday Aug 25, 10:30am start
In three lines
The ads sell one thing: a first class at a real time. Not a membership.
Someone who has never been in the room will not commit to something ongoing from an Instagram ad. But they will come once. Your team makes that first class great, and then offers them the 12-Week Reset before they leave the building.
Three jobs on the day: five ads, testimonials from your members, and a set of questions for your instructors where every answer becomes its own video. Shoot two endings on every ad: one soft, one that points at the button. Same take, ten extra seconds, and it covers both kinds of campaign.
The offer, start to finish
Five steps. This is what every ad below is pointing at.
Off the ad. New students only. They pick an actual day and time before they leave the page.
Greeted by name. Two personal corrections. They leave the mat feeling something. Nobody sells during class.
$399, minus the $10 they already paid. The $10 is a credit, and it expires when they walk out the door. Four in ten people who show up have to say yes right here.
Split it into three payments. That is a payment plan, not a discount. The price never moves.
Every four weeks, which is your $38.88 a week. Nothing changes for them, it just keeps going.
At $38.88 a week, twelve weeks costs $466. So $399 up front is about ten weeks paid for twelve weeks of access.
They are not being asked to spend more. They are being asked to decide once instead of every week.
Sep 15 to Oct 25, free, everyone together, rewards at 35 and 40 days. We never sell it. It is the reason to start now instead of in October.
Two things to confirm before anything publishes: the $10 first class and $399 for the twelve weeks. Neither stops us shooting, because no script says a number out loud.
11:00 · first thing on the day
All five together, because they shoot first. 01 to 03 get people through the door, 04 and 05 sell the twelve weeks. Straight to camera, warm studio light. A guide not a strict script, so say it how you would actually say it.
Anything in quote marks is what you say out loud. Everything else on these cards is a note for us, not a line for you.
Every ad gets three endings. One soft, one that points at the button, and one that says the ten dollars out loud. The priced one is the strongest, but it only works if ten dollars is genuinely the number. Confirm the price before we roll and if it is still open we shoot all three anyway, because a spoken price cannot be fixed later and a silent one can. Straight to camera, warm studio light. They are a guide, not a strict script, so say it how you would actually say it.
Hook. "The hardest part of yoga isn't the poses. It's showing up twice in the same week."
"You buy the pass in January. You go three times. Then February happens, and the pass just sits there reminding you about it every time you open your email."
"So we don't sell you a pass and wish you luck. You book one class, at a real time, and someone knows your name when you walk in."
"880 square feet, 28 infrared panels, fourth floor of the Post Building. Yoga, Pilates, breathwork, mobility. Two blocks from your office."
Ending 1 · soft. "The Prana Lounge. Fourth floor of the Post Building, two blocks from your office."
Ending 2 · click, no price. "Tap below to book your first class."
Ending 3 · click, with price. "Your first class is ten dollars. Tap below."
Hook. "Unlimited classes are useless if nobody tells you which ones to take."
"That's every studio in this city. Here's forty classes a week, good luck. So you take the same one every time, get bored in a month, and stop going."
"When you come in for your first class we ask you two questions and hand you a week. Which three classes, which days, which instructor."
"You don't have to figure out where you fit. That part is our job."
Ending 1 · soft. "The Prana Lounge. Fourth floor of the Post Building, two blocks from your office."
Ending 2 · click, no price. "Tap below to book your first class."
Ending 3 · click, with price. "Your first class is ten dollars. Tap below."
No script for this one. We follow one member through a whole visit: the street outside the Post Building, the elevator, fourth floor, shoes off, the front desk greeting her by name, mat down at the back, the class, then out onto Homer with wet hair.
Text runs over the top: "You've never done this before." / "Nobody is looking at you." / "Someone learns your name in the first thirty seconds." / "Back row is fine. Back row is normal." / "Fifty minutes later." / "Now you have." End card, two versions: "Book your first class" and "Your first class is $10"
Hook. "Every challenge you've quit, you could quit for free."
"Nothing happened when you stopped. Nobody called. Nobody noticed. That's why stopping was so easy."
"So this one is twelve weeks and you pay for it on day one, before you've done a single class. There's nothing left to decide."
"And it comes with a guest pass. Bring whoever is most likely to drag you out of bed on a Tuesday. You're very good at letting yourself down in private. You're much worse at cancelling on a friend who's already in the car."
Ending 1 · say nothing. Stop after the guest pass line, hold for a beat, done. This version runs with a button underneath so it does not need a spoken ask.
Ending 2 · click, no price. "Tap below to book your first class."
Ending 3 · click, with price. "Your first class is ten dollars. Tap below."
Hook. "If you're going to start, start before September 15th."
"That's the day 40 Soft kicks off. It's the opposite of 75 Hard. No two-a-days, no ice baths, no guilt when you miss a morning. It's free, you come as often or as little as you want, and the whole studio does it together."
"Come in before the 15th and you start with everybody else. Come in after and you're starting on your own."
Ending 1 · deadline. "The list closes on the 14th."
Ending 2 · click, no price. "The list closes on the 14th. Tap below to book your first class."
Ending 3 · click, with price. "The list closes on the 14th. Your first class is ten dollars. Tap below."
12:30 onward · the number to hit is people, not questions
The nine questions below are one script we ask every member. They are not nine reels. The reels come from how many people sit down, so the only number that matters on the day is how many members we get through.
What five people actually produce
Roughly one usable reel per person, so five interviews is about five proof reels, plus a rapid-fire cut built from a single sentence out of each and a couple of static quote cards. Three finished testimonials already exist from Production 1, so five more doubles the rotation. If more people are willing on the day, keep going, but five is the number that makes the day a success.
What made you come in the first time?
How long have you been coming now?
What's a normal week look like for you here?
What's your favourite class, and why that one?
Anything surprise you about it?
How do you feel walking out compared to walking in?
Has anything changed for you since you started coming?
How would you describe this place to a friend?
What would you say to someone who's been thinking about coming in?
For whoever is asking
Three or four of these per person is plenty, you do not need all nine. Never feed them the answer. If they say "it's great," ask what makes it great and wait.
Don't chase a transformation story. Some people just like the room, and that is a perfectly good ad.
At the end, get them to say their first name and how long they have been coming. We put that on screen under their face.
I01 to I16 · one question, one video
Sixteen questions, sixteen reels, one setup. Ask it off camera, let them answer in their own words and demo whatever they reach for. Batch by person, not by number. If an instructor only has time for six, take the first six.
Someone comes in with tight shoulders. What do you actually tell them?reel 49
Do you have to be flexible before you start yoga?reel 50
Does sweating more mean it's working?reel 51
Should you stretch before a workout, or after?reel 52
Is Pilates the easy option?reel 53
If you're not sore the next day, did it count?reel 54
Do you need cardio to change your body?reel 55
Someone trains for an hour and then sits for nine. What does that actually do?reel 56
Why do you teach?reel 57
What changes for someone between their first week and their sixth?reel 58
What do new people get wrong in their first week?reel 59
What's a moment in class that stuck with you?reel 60
What would you say to someone standing outside who hasn't come in yet?reel 61
What's your favourite class to teach, and why?reel 62
What do people not realise about the heat?
What's one thing you wish everyone knew before their first class?
How to run it
Same framing and same spot for everyone so the set cuts together.
Have them restate the question inside the answer so the clip stands alone. "Do you have to be flexible" becomes "You don't have to be flexible before you start."
Two takes each, maximum. The first one is usually the honest one.
Nothing needed from you
From the first production. All three still work, and we are putting them straight back into rotation with new captions.
Reel 33 is the strongest thing in the whole library. She says, without being asked, that you need enough time to find your favourite instructor and class type. That is the argument for the twelve weeks, made by a member.
Reel 31 is the member with a back injury, which answers "my body can't do this." Reel 32 is the midday class, which answers "I don't have time."
Two quote cards pulled from the testimonials, one still of you with the offer and the deadline, and two plain text-over-video pieces.
The only thing we need from you here is ten minutes of stills on Tuesday, warm light, facing camera, relaxed. Same session as the other stills, so it will not add time to the day.
Tuesday, Aug 25 · 10:30am
This is the whole list.
For B1 and B3, plus one who came once and came back for B2, and one happy to be followed through a full class for A4. Release forms signed before anyone sits down.
For B4, and for the instructor interviews that did not get shot last week.
For C3. A pair who actually come together is ideal.
Eight of these are you straight to camera, so we want them to match. Bring a second option in case the first reads badly on camera.
Which classes are running and when, so we can slot the member interviews around them instead of interrupting.
Not needed to shoot. Needed before anything publishes.
Anything unclear, message Neema before Tuesday morning. Easier to fix it now than on the floor.