Commercial Video Production in Leeds: How Radar Film Created a Powerful, Trust-Building Film for Lucida Medical
As demand for prostate cancer diagnosis continues to grow, how can artificial intelligence help NHS radiologists manage increasing workloads while identifying patients who need further investigation?
It’s a question at the heart of Lucida Medical’s work with Pi, its AI software for prostate MRI, and one that Radar Film was commissioned to help communicate through a film designed to build brand trust and credibility.
Rather than taking a conventional product-led approach, we focused on the clinical expertise of the people behind the technology and the professionals who understand its potential, building confidence in Pi among a specialist audience of doctors and NHS staff.
Creating a Technical and Specialist Commercial Film
For this project, Radar Film travelled across the UK, filming at several locations, including St James’s Hospital (Jimmy’s) in Leeds, where we spoke to Dr Oliver Hulson, a Consultant Radiologist with a subspecialty interest in prostate imaging and diagnostics.
The result is a technical, specialist film that is aimed at an audience of radiologists, doctors and NHS staff that focuses on the clinical expertise and enthusiasm of the people developing and using Pi™ and builds brand trust and credibility.
Why Context Matters in Specialist Video Production
The film opens with the scale of the challenge facing prostate cancer services. Dr Hulson discusses the growing demand for prostate MRI and the pressure on NHS pathways to assess patients quickly.
He describes how the number of MRI scans at St James’s for prostate cancer has increased from several hundred a year to around 1,400. He also explains his ambition to move patients through the prostate cancer pathway within 28 days of referral – something that was taking around 60 days at the time of filming.
It’s these details that give the audience a reason to pay attention, this isn’t simply a story about new technology: it’s about the increasing demands on radiologists and the importance of identifying clinically significant cancers efficiently.
For a specialist audience, that context matters. Doctors and NHS staff need to understand not just what a product does, but the clinical problem it’s designed to address.
Communicating Complex Ideas
Lucida Medical’s Pi™ software is designed to assist with the interpretation of prostate MRI scans. In the film, Dr Hulson explains how it can automatically provide risk scores to help radiologists identify patients who may need biopsy investigation and, where appropriate, treatment planning.
The distinction is important. Pi™ is presented as an AI tool that supports radiologists, rather than replacing their clinical expertise.
Dr Hulson goes on to describe the potential to offer a same day pathway using Pi™. Patients could have an MRI scan in the morning and, using Pi™ to identify patients that need a biopsy, those patients could be offered a biopsy that afternoon.
Our goal was to communicate these ideas simplistically enough to be presented in a short film, but without losing the technical details that make them relevant to the intended audience.
How to Build Brand Trust and Credibility
When promoting a product, it’s tempting to make the product itself the centre of the film. For this project, we needed to build brand trust and credibility, so we took a different approach.
We wanted viewers to hear from the people developing Pi™ and from clinicians who understand the demands of prostate cancer diagnosis. Their knowledge, experience and genuine enthusiasm provide a more meaningful way to introduce the technology to a specialist audience and build brand trust and credibility.
Filming in Leeds at St James's Hospital
Leeds was an important part of this production. Filming at St James’s Hospital brought the story into a clinical setting and gave Dr Hulson the opportunity to explain the challenges facing prostate cancer services from his own professional perspective.
Radar Film is a Yorkshire-based video production company, founded by Chris Rawson in 2017. Although we work across the UK, our knowledge and experience of our local area have helped us build relationships and deliver some fantastic projects in Leeds.
For this commission, that existing experience in Leeds was part of why we were selected to work with Lucida Medical.
The production took us to several locations around the UK, bringing together different perspectives on the technology and the people behind it. This made the film feel coherent while capturing the expertise and enthusiasm of those involved.
Creating Specialist Films That Communicate Complex Ideas
Healthcare and technology films often need to do more than introduce a product. They must communicate complex information accurately, speak to a knowledgeable audience and build brand trust and credibility.
This project with Lucida Medical demonstrates how a carefully considered video can bring together:
- Clinical expertise: giving experienced professionals the space to explain the challenges and opportunities in their own words.
- Technical communication: presenting specialist information in a way that remains relevant to doctors and NHS staff.
- Real-world context: connecting AI capabilities to the demands of prostate cancer diagnosis and patient pathways.
- A human perspective: capturing the enthusiasm and commitment of the people developing technology intended to support healthcare professionals.
We’re proud to have worked with Lucida Medical and to have created a film exploring their medical innovation.
Looking For a Video Production Company in Leeds or Yorkshire?
Radar Film creates corporate films, brand videos, PR content and B2B marketing assets for organisations in Leeds, the wider Yorkshire area and across the UK. From healthcare and technology to public-sector organisations and growing businesses, we help clients communicate what they do, why it matters and who it matters to.
Our work with Lucida Medical shows how we approach specialist subjects, understand the audience, find the people who can explain the story, and build a film around the information and perspectives that matter.
If you’re looking for a video production company in Leeds or Yorkshire to help communicate and build brand trust and credibility in complex product, service or idea we’d love to hear about your project.
Discover Radar Film and get in touch to discuss your next film.
Frequently Asked Questions
How do you create a technical film that engages a specialist audience?
The key is making sure you understand the audience and the issue the product is designed to solve. In our film for Lucida Medical, we explored the growing pressure on prostate cancer services before explaining how Pi AI could support radiologists. By putting the technology into a real clinical context and hearing from experts who understand it, we made the film relevant and interesting for the intended audience.
How can a commercial film build brand trust and credibility in a technical product?
Trust comes from showing credible expertise and explaining a product’s value in a meaningful, accurate way, rather than relying on a sales pitch. Radar Film’s approach for Lucida Medical was to capture the enthusiasm and insight of the people developing and using Pi™ AI, including Dr Oliver Hulson at St James’s Hospital in Leeds.
What should you look for in a video production company for a technical commercial film?
Look for a production company that can understand complex subject matter, communicate with specialist audiences and find the right people to bring the story to life.
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About Lucida Medical
Lucida Medical is a leading AI solution for prostate cancer pathway optimisation, advancing the prostate cancer pathway with AI to support physicians, reduce costs, and deliver better care.