InTouchNow: Creating a Brand Film for an NHS AI Receptionist
Solution
At 8am, GP surgeries across the country disappear behind an engaged tone. Patients ring and ring again, and reception teams spend the first hours of the day answering the same routine questions. InTouchNow answers those calls with an AI voice agent that books appointments, collects triage information and hands the calls that need a person to the practice team, in more than 80 languages and 200 regional accents.
Showing that on film is harder than it sounds. AI receptionists had picked up negative press, a static dashboard undersells what the product does, and InTouchNow's own team were clear that viewers needed to hear the AI working. The film also had a hard deadline: it had to be finished in time for the stand build at the Best Practice Show.
The film plays muted at the top of this page. Watch the InTouchNow ad with sound in our Vimeo showcase.
Concept and pre-production
We built the film around a simple sequence. Three patients dial their surgery at 8am, the practice phone lights up in an empty reception, and we cut back to each of them already talking to InTouchNow. We wrote the script and shot list, cast two actors, secured locations including a working GP surgery, and planned every shot around the moment the call connects.
Filming
We shot the whole film in a single day on a RED cinema camera with a full production crew, moving from a kitchen and a back garden to a car on the driveway and then to the surgery itself. Each location gave one caller their own world, and we captured the dialling, the phone lighting up and the reactions as each of them gets through, so the edit could tell the story without a voiceover.
Edit, sound and platform
In post we laid in a real recording of the InTouchNow agent answering the phone, so the AI voice heard in the film is the one patients hear. We replaced placeholder graphics with animated screen recordings of the platform, graded the footage and worked through the on-screen text with the InTouchNow team over two rounds of feedback in a week.
Versions for the stand and beyond
We delivered a stand version with the logo held on screen throughout, for looping on the show screens, and a master edit with the logo at the end for launch. The film is structured so it cuts down cleanly into shorter social edits. We also filmed the show itself, and the result is in our InTouchNow Best Practice Show case study.
Results
- A finished brand film in under two weeks: from shoot day to final cut in time for the stand build at the Best Practice Show.
- The product working on screen: the real AI voice and animated platform recordings, rather than a static dashboard.
- Launched in front of buyers: the film premiered on InTouchNow's stand at the NEC, in front of practice managers and GPs.
- Two versions from one shoot: a stand version with a persistent logo and a master edit for launch.
- Content built to travel: a structure that cuts down into shorter edits for LinkedIn and paid social.
Reflection
AI in general practice is a story that can go wrong quickly, and InTouchNow needed it told well. Our clinical background meant we knew what the 8am queue feels like from both sides of the desk, and that gave the film its shape. The hard part was making an AI product feel warm without overselling it, so we let the patients carry the story and let the real product do the talking. InTouchNow now has a brand film it can put in front of every practice, investor and partner it meets on the way to its Series A.
