AI HealthcareLumie Brand Film - Making the Case for Human + AI
OVERVIEW
Lumie is a new kind of front desk, run by people and AI together. Said quickly, that idea is easy to misread as just another AI phone bot, which is exactly what clinic owners worry about. The brand needed one clear way to explain what Lumie is and why it matters.
I wrote and directed the brand film end to end, from the script and narrative arc to the storyboard, visual language, and motion. The aim was to communicate Lumie's value in plain, human terms, and to give the team one piece they can reuse across every channel
Role
Scope
Sole Owner, Script to Screen
May 2026 - July 2026
Script, Narrative Direction, Storyboard, Visual Language, Motion Direction
Brand and Motion Designer
Timeline
Team
PROBLEM
Clinics and patients are wary about AI and they want a human no matter what
The Bad Image
For many owners and patients, AI on the phone sounds cold or robotic before they have ever tried it
The Human Line
Whatever the tech handles, people still want a human in the process, and that does not bend
The Unfamiliarity
Most have little direct experience with what good AI actually does, so worry fills the gap
DESIGN CHALLENGE
How do you communicate human + AI clearly, without making it feel cold or oversold?
Warmth and Automation
Show an automated product while keeping the human warmth that earns a clinic's trust
Engaging but Calm
Hold attention without breaking Lumie's calm, measured pace
A Lot in a Little
Fit the whole idea, the worry, the fix, and the payoff, into a short film
STRATEGY & DECISIONS
AI That Keeps People in The Loop
Build Tension From Real Calls
Real phone snippets like "Can you call back later?" stack over a busy frame, so the cost of a missed call lands on its own
Give The Idea a Form You Can Read
A peach sphere for the human side and a blue cube for AI resolve into an infinity loop, showing the two as one system without a line of copy
Lead with The Worry
The film opens in dark, uneasy frames and warms into light once human + AI enters, so the shift in tone carries the message
RESULT & TAKEAWAY
The film gave the whole team one consistent story to lead with, on the site, in sales conversations, and going into an upcoming industry expo
Protect The Pace
Keeping Lumie's calm feel in a short film meant cutting ideas rather than speeding up the edit
Design The Warmth In
Automation reads cold by default, so the warmth had to be built in through palette, soft forms, and human framing
Clarity Above All
With an unfamiliar idea, anything unclear becomes a reason to distrust it, so every frame makes one point plainly
