Case Study: Three Audiences, One Shoot, One Clear Message
PRAXIS - Physical Capacity Assessment Films for Patients, Clinicians and Doctors
At a Glance
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Client: PRAXIS - Dr Gary Couanis, Sports Physician
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Location: Physiotherapy clinic, Claremont, Western Australia
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Shoot: One half-day, October 2026
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Sector: Healthcare, sports medicine, health technology
Three scripted films from one session, filmed on a two-camera teleprompter setup, with clinical testing and app B-roll featuring a clinician and two patient volunteers
First cuts of all three films delivered four days after the shoot, with custom motion graphics built from the real PRAXIS patient profile and clinical report
The Brief
PRAXIS is a clinician-led physical capacity assessment and reporting platform. It measures five pillars - endurance, strength, power, mobility and balance - using existing health and wearable data, guided self-testing and targeted clinician assessment.
Results are benchmarked against normative data and presented as an animated profile for the patient and a detailed clinical report for their doctor. Its founder, Perth sports physician Dr Gary Couanis, needed three films ahead of the PRAXIS foundation launch: one for patients, one for referring GPs and specialists, and one for the clinicians and clinics who deliver the assessments.
The films would live on the PRAXIS website and landing pages and be sent as direct links, so the brief called for landscape 4K masters with a premium, scientific tone - deliberately not a wellness app. Gary also wanted the footage shot modularly, so the core patient film could double as the evergreen public explainer, with a short foundation-patient intro and outro to bookend it.
The Challenge
Three audiences, one presenter. Gary had to speak to patients, clinicians and doctors in the same session, with a different message for each, and all three films still had to feel like one family.
A busy working clinic. The shoot was at a physiotherapy clinic in Claremont that was only free on weekends. It is full of natural light and mirrors, which had caused technical problems on previous shoots there.
A shoot that had to wait. The original September dates moved to late October around Gary’s AFL season commitments, and the male patient volunteer pulled out three days before the shoot. The schedule still had to leave enough time to finish the edits before the end of the year.
Clinical accuracy. These films go in front of doctors. Every on-screen result, centile, alert and interpretation had to match what PRAXIS actually produces, using demonstration data only.
The Approach
Planning around the scripts. Gary wrote the three scripts, and I reviewed them through a production lens and mapped every visual cue to a shot list before the day. I visited the clinic beforehand to plan camera positions around the mirrors and window light.
On the day. Gary’s interviews came first, while he was fresh: two hours on a two-camera setup, with a 50mm lens front-on, an 85mm off-axis angle and a teleprompter beside the main camera.
We ran each script several times, working on pace and emphasis, and captured the foundation intro and outro while we were set up.
Then came two 30-minute B-roll blocks with the clinician and two patient volunteers - one for the physical testing, one for the PRAXIS app, the clinician dashboard and the patient consult - all filmed on a gimbal at 50fps.
A paper edit before the timeline. After the shoot I transcribed the session, chose the best take of every line and built a paper edit for each film. That became an import file that laid all three rough cuts onto the timeline in sync, so the edit started from a complete structure rather than hours of footage.
Motion graphics built from the real product. Each graphic was built from authentic PRAXIS outputs: the five-pillar profile lighting up as Gary names each pillar, a full-frame patient result showing strengths, limitations and a repeatable baseline, and tight highlights of the real clinical report for normative ranges, centiles, z-scores, alerts and the clinician’s interpretation.
Each film shows the part of PRAXIS its audience cares about. The patient film leads with the patient’s own profile.
The clinician film follows the workflow, from existing data and self-tests through to targeted assessment and reports. The referrer film focuses on the report a doctor receives. Each ends on its own call to action.
What Was Delivered
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Patient film, around 2 minutes - for foundation patients and the public, ending on “Create your profile at mypraxis.health”
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Clinician film, around 2 minutes 40 seconds - for clinicians and clinics, ending on “Bring PRAXIS to your clinic”
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Referrer film, around 2 minutes - for GPs and specialists, ending on “Refer for a PRAXIS assessment”
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4K landscape masters with .srt and .vtt caption files for every film
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Custom motion graphics, lower thirds and branded end cards in the PRAXIS colours
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Raw and colour-graded footage, with the client owning full copyright
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How the Project Ran
The Result
The Result
The first cuts of all three films were delivered four days after the shoot. Gary’s notes focused on making the product outputs more legible and making sure each audience saw the part of PRAXIS most relevant to them.
The revised versions went back two days later, and a final accuracy pass on the report sequence was turned around the same day his notes arrived.
The three films are now ready for the PRAXIS foundation launch to patients, clinics and referring doctors.
What the Client Said
“I genuinely love the result and am extremely grateful for the work you’ve put into it. They look polished, credible and consistent across all three audiences.”
- Dr Gary Couanis, Sports Physician and Founder, PRAXIS
Credits
Client: PRAXIS - mypraxis.health
Featuring: Dr Gary Couanis, with a senior sports physiotherapist and two patient volunteers
Director of photography, editor and motion graphics: Sam Irwin
Planning something similar? Planning something similar? If you need a healthcare or explainer video that patients understand and doctors trust, I can help - including turning a complex product into films that work for more than one audience.
Final Videos
