Customer Story

Anterior is a Sequoia-backed start-up and they make AI for health insurers that speeds up ‘prior authorization’ – the approval step before insurance will pay for a patient’s treatment. 

They came to us because they wanted to create a customer story showing how one of their clients, Medwatch, uses their Anterior’s AI assistant, Florence, for everyday work.  

This video would be shot at Medwatch’s offices in Florida featuring a mixed cast of their nurses and senior leadership. 

Our final deliverable for this project was 1 x hero video, 2-3 mins long.

Objectives

This project was primarily a brand-building exercise for Anterior but they still wanted to ensure that it hits on key points of their marketing message as well. 

We identified what those points would be in our first workshop with their team: ease of use, return on investment, organic adoption through the org and so on. 

Working backwards from these points we then curated a set of list questions for each of our interviewees that we thought would naturally elicit the desired responses. 

Once the team was happy with these, it was time for us to come up with a compelling creative to go along with the content. 

Storyboard

Over the course of several creative workshops with Mustafa and Andy from Anterior we settled on a structure for the story.

We would introduce Florence obliquely as the dream coworker: fast, efficient, always there when you need her.

Gradually we’d then reveal her to be an AI assistant for nurses, before launching into the main selling points for the platform. 

Our main visual theme would be the mountains of paperwork, which Florence AI helps nurses to automate. 

Instead of showing the actual product UI the Anterior team preferred a minimalist approach with graphics overlaid on footage. 

We pulled together some references from other projects that we liked and created a shot list for the shoot. 

Filming Day

We filmed 5 x 30 min interviews over the course of the day with 2 interview set-ups.  

This meant we had 1-2 hours to shoot all of our b-roll which, candidly, ended up being a squeeze.

Editing

We’d spent a lot of time in pre-predoction, making key creative decisions and carefully planning all of our shots. This made editing the final video a breeze  

If you’d like to chat with us about planning your customer story video – book a time here.