Mindstep is a brain and mental health care app founded by NHS doctors and regulated by the UK's Medicines and Healthcare products Regulatory Agency (MHRA). It is developed by NHS neurologists, psychiatrists and psychologists, and offers clinically validated assessments and care plans across cognitive impairment, depression, anxiety, brain fog, burnout and more.

Ahead of the launch of Mindstep's burnout and low mood assessment, the team wanted a flagship care series that matched the clinical credibility of the platform. The brief was unusual for a healthtech: produce a documentary-style video set fronted by Jonny Wilkinson CBE, the World Cup-winning England fly-half who has spoken openly about a decade of mental health struggles, alongside Dr Aria Campbell-Danesh, a clinical psychologist specialising in resilience and mindfulness.

The series had three jobs. It needed to sit inside a regulated medical product as content a user would actually watch. It needed to anchor a real-world launch moment, ahead of Movember. And it needed to be good enough that Apple's App Store editorial team would feature it.

SomX produced the series end to end.

Concept and scripting

We built the series with Mindstep's clinical team around the structure of the Tackle Burnout care plan, with episodes covering recognising burnout, slowing to move forward, bouncing back from setbacks, and refocusing resilience. The script was designed to keep Jonny Wilkinson and Dr Aria Campbell-Danesh in genuine conversation rather than reading from camera, drawing on Wilkinson's own account of his career-long mental health struggles between the ages of 24 and 29 and his work since to manage them.

Talent direction and shoot

We coordinated directly with Jonny Wilkinson, Dr Aria Campbell-Danesh and the Mindstep team on scripting, availability and logistics, then directed a small, healthcare-experienced crew across an outdoor walk-and-talk and studio set-up. Single shoot day, multiple episodes, plus standalone clips and stills for Mindstep to use across marketing.

Edit and grade

Our editor cut the long-form episodes alongside in-app short-form videos, with consistent grading, lighting and pacing closer to a streaming documentary than a corporate explainer. Every cut had to hold up next to Apple's editorial product photography around it.

Launch and Apple App Store feature

We delivered the series to spec for Mindstep's app build and Movember launch programme. The work then earned the moment that matters most in consumer healthtech: Apple's App Store editorial team selected the series as a featured Pro Tip story, headlined Build inner strength with Jonny Wilkinson, with the series, Mindstep's product, and a direct Get button featured together. App Store editorial features are curated, not paid. Apple's editors choose them on the strength of the product and the content. This one cleared the bar.