Task 02Harna · Facebook ads
One screen, nine different women, nine different workouts, and a single answer to "which one do I do?": Harna plans for you.
She isn't lazy or unmotivated. She's overwhelmed by options: workouts, diets, programs. The grid shows the overload, then Harna cuts through it.
Harna's audience has three core segments:
I chose B, because for her the answer is Harna's core screen: when you open the app, the Today tab already shows one workout picked for you. Her problem: "There are endless workouts online. Which one am I supposed to do?" Harna answers: "We'll tell you."
Work, family and social responsibilities, and little predictable free time. She's either new to exercise or starting again after years off; for her it's the same problem. In my first version she was around 30. I widened it after checking who Meta actually showed Harna's past ads to. In Meta's EU transparency data for five large Harna ads, women aged 35–54 were 60% to 86% of the people reached. Three of those ads targeted women 18–65+, so the skew came from Meta's delivery, not from Harna's targeting. The grid still keeps its mix of ages, but six of the nine women are 35–55, and the woman who lights up at the turn is around 40.
Competitors: BetterMe, Sweat and Lasta. In Meta's Ad Library, BetterMe's and Lasta's ads mostly sell the same package: a 28-day challenge, a one-minute quiz and visible results in four weeks. Almost none of them talk about the real beginner problem, which is choosing.
Why the insight holds. It isn't only my observation. Chernev, Böckenholt and Goodman (2015) pooled 99 results from choice-overload studies with over 7,000 people. It hits hardest when people have no clear preference and want to keep the effort low, and one of its effects is simply putting the decision off. That's a beginner exactly: she doesn't know what she likes yet, so she starts on Monday, every Monday.
All nine tiles play at once, slightly out of sync, with small labels: 2×15, 45 min, 10k steps.
Labels pile up, a small shake.
The grid snaps into line. Eight tiles dim and the center tile lights up: in the final grid that's tile 1, a woman around 40 in a wall sit. Harna logo above her.
App screenThe app card slides up over the grid: today's workout, already picked, and a different one each day. The headline is Harna's own App Store line.
App screenRounded cards, one at a time: the week plan, the guided player, the progress chart.
Your plan, picked for you.
Download HarnaFrames 1–2 use my grid mock-up. Frames 6–7 use Harna's own App Store screens to show what to record; the final ad uses real screen recordings from a demo account.
| Time | Visual | On-screen text | Music / sound |
|---|---|---|---|
| 0–3 s · Hook | All 9 tiles play at once, slightly chaotic: small shake, labels overlapping on the tiles (2×15, 3×20, 45 min, 10k steps) | 0–1.5 s: "Endless workouts online." · 1.5–3 s: "Which one am I supposed to do?" | Optional track starts on frame 1. The ad also works muted |
| 3–6 s · Overwhelm | Tiles flicker through labels: workouts / diets / programs. A soft "too many" feel | "Too many workouts. Too many plans." | A soft tick on each flicker |
| 6–10 s · Turn | The grid calms and snaps into line. Eight tiles dim; the center tile (tile 1, wall sit) lights up. The Harna logo appears above it | "Harna plans for you." | One soft click on the snap. The music opens up |
| 10–17 s · Demo | Home tiles light up one by one with day chips, Mon to Sat; the Sun chip says Rest. A Harna app card slides up with the real Today screen: today's workout, its length and equipment | "Different workout every day." | A light tick per day |
| 17–22 s · Benefit | Quick real UI shots in rounded cards, one at a time: the week plan, the guided workout player, the progress chart | "Wall Pilates • Low-impact • Little or no equipment" · card labels Your week · Step by step · Your progress | · |
| 22–25 s · CTA | End card: lilac background, Harna logo, purple button, store badges | "Your plan, picked for you." + button Download Harna | Music resolves |
"Different workout every day" is Harna's own App Store headline, so it's a claim the product already makes. Optional, only if the client confirms cycle-based planning is live: a small chip on the app card in the demo beat, Planned around your week and energy, with no hormone words and only with a real screen recording.
The risk in this format is the grid reading as "look at all this choice", which is the opposite of my point. So the overwhelm beat has to feel like noise (labels piling up, the small shake), and at the turn eight tiles dim hard, with no slow fade.
15 s cut: hook (0–3) · overwhelm (3–5) · turn (5–8) · demo (8–12) · end card (12–15). 6 s bumper: grid + "Which one am I supposed to do?" (0–2) · one lit tile + "Harna plans for you." (2–4) · end card (4–6).
Only the first three seconds change. From second 3 on, all three run the same edit.
Each tile is a 3–5 s loop with no visible cut, filmed vertically on a phone-quality-plus camera. All nine women look clearly different: ages (late 20s to 55+), body types, skin tones and hair. Controlled, safe form, no extreme poses.
| # | Setting | Exercise | Woman (age guide) | Demo day |
|---|---|---|---|---|
| 1 | Living room | Wall Pilates: wall sit with arm raises | Around 40, the hero tile (she lights up at the turn) | Mon |
| 2 | Park | Brisk walking lunges | Late 20s | overload only |
| 3 | Beach | Low-impact cardio: step-ups or marching | 50s | overload only |
| 4 | Bedroom | Mat Pilates: leg lifts | Mid-30s | Tue |
| 5 | Kitchen / home | Chair yoga stretch | 55+ | Wed |
| 6 | Garden or balcony | Standing cardio: low-impact knee lifts | Early 30s | Fri |
| 7 | Living room | Wall Pilates: wall push-ups | Mid-40s | Thu |
| 8 | Park bench | Step-ups or bodyweight squats | Late 30s | overload only |
| 9 | Home | Cool-down stretch | Around 50 | Sat |
The outdoor tiles (2, 3, 8) stay in the overload beats, because they're part of the "too many options" noise. In the demo beat only the home tiles light up, because Harna is a home-workout app, and Sunday is a rest day, because a real plan has one. Tile 1 sits in the center of the grid, so the lit tile is never under the Reels interface.
| Rule | Where it could slip | How the brief handles it |
|---|---|---|
| Client: no exaggerated weight-loss claims or timelines | Fitness labels, post copy, end card | No kilos, sizes, results or timelines anywhere. The labels are sets, minutes and steps only |
| Client: no body shaming, unhealthy habits or extreme dieting | The word "diets" in the overwhelm beat | It only appears as part of the noise she's tired of. No diet names, no calorie numbers, no fasting, no comments on anyone's body |
| Client: no extreme transformations or unsafe form | Nine exercise tiles | No before/after. Form rules for every tile in the production notes. Nothing jumps or is explosive |
| Client: no unverified medical or hormonal claims | The cycle feature in the client brief | Not used. The optional "Planned around your week and energy" chip goes in only if the client confirms the feature is live, and never with hormone language |
| Meta Health & Wellness | Fitness ads that slip into "tone your belly" copy | No negative statements about appearance, no pinched fat, no promise of a result in a set time. The ad sells planning, not a body result |
| Meta personal attributes and self-perception | The hook questions, and H2's "Did none." | The questions are her inner voice ("Which one am I supposed to do?"), never "Are you…?" about her body, age or health. The joke is about choosing, never about her body or her worth |
| Landing page and store page | Some quiz screens show BMI or goal weight; one App Store screenshot shows a menopause belly-fat course | Send traffic where the first screens match "Harna plans for you": goal, workout types, training days. I'd flag that screenshot to the client before launch |
| Product truth | "Your fitness coach", "No equipment", "10,000 workouts" in my first draft | Human coaching is a paid add-on, so the end card says "Your plan, picked for you." Some workouts use dumbbells or a block, hence "Little or no equipment". The 10,000 figure had no source, so the hook now says "Endless workouts online" |
Meta Ad Library · BetterMe, via the "Diana Fitness" Page
What I borrowed: the 3×3 grid of workout tiles as the very first frame, with small sets × reps labels on each tile. It reads as "workout" in under a second and stops the scroll. What I changed: in their ad the grid is the program. In mine the grid is the problem (too many options), and the answer is one lit tile. I left out their belly-toning copy and the illustrated body double.
Meta Ad Library · Tonal × creator Hwuwu
What I borrowed: naming decision fatigue on screen, then a product that builds the workout for you, so you don't have to think. The same move as my turn, Harna plans for you.
Today with today's workout (name, length, equipment); My Program with a different workout each day; the guided player; the progress chart (Strength, Endurance, Coordination, Flexibility); workout preferences (wall Pilates, chair yoga, Tai Chi walking).