Entropy Film Works and Director Chandler Kauffman bring a human-centered lens to Ember Health’s inaugural campaign. Ember Health is a New York-based clinic specializing in ketamine infusion treatment for depression, and the series explores the lived realities of personal patient stories and the care that was central to finding relief and hope. Rooted in Ember’s mission to expand access to effective mental health care, the campaign also creates space for open conversation, challenging stigmas – including those surrounding mental health and Ketamine treatment. The recently launched campaign, which is rolling out over several months, has just been shortlisted for an AICP Next Award.
“Ketamine is the most studied and one of the most effective treatments for depression, and yet lack of public awareness and misconceptions are a major barrier to access,” says Tiffany Franke, Ember Health Co-Founder & Chief Experience Officer. “That’s where this campaign is so vital – it’s about building credibility and trust in our model of care, and broadening awareness about efficacy and safety.”
As she continues, “The campaign is about the power of purpose and sharing the stories of people who aspire to live their best lives. Chandler approached the project with immense respect, which translated into the nuanced and emotionally resonant way these stories are told.”
Developed in close collaboration with the Ember team, the campaign is built around a collection of individual patient portraits to reflect a range of patient experiences – from professionals navigating high pressure careers to individuals carrying long-term trauma. Each film represents a different face of a condition that affects millions but is rarely spoken about openly.
For Chandler Kauffman, the campaign’s director and producer, the project embodied what is central to his craft: delivering honest and empathetic storytelling. Kauffman’s work spans branded content, documentary and scripted projects, with clients including Netflix, HBO Max, Procter & Gamble, ABC, and NewYork-Presbyterian among others. This depth of experience provided a vital perspective about how to approach this topic on behalf of Ember Health.
“Whether scripted comedy or documentary, my goal is to honor the wide expression of humanity and deliver stories that allow people to feel connected to each other,” Kauffman explains. “With this campaign, empathy, respect, trust and care were essential to telling both the story of Ember and those for whom treatment offered healing. Moreover, the campaign opens up conversations that we vitally need today.”
To accomplish the necessary candor and intimacy required for the campaign, Kauffman brought together a highly experienced team whose roots run deep in the documentary world. Among them, Director of Photography Graham Willoughby, known for his contributions to Won’t You Be My Neighbor and 20 Feet From Stardom, among others. Through these nuanced and varied portraits, audiences are invited to connect with lived experiences and the relief – and even life-saving outcome – Ember Health’s treatment provides. In addition to the longform docu-portraits, the campaign includes a firsthand look at Ember Health’s treatment experience and a suite of social assets.
Founded in 2007, Entropy Film Works is a production company serving clients across nearly every sector of the economy—including pharma, tech, entertainment, non-profit, and collaborating with numerous ad agencies, streamers, and media companies. Kaffman’s Healthcare clients include Johnson & Johnson, Novartis, Sanofi, Regeneron, Takeda, Novo Nordisk, MDCalc, and NewYork-Presbyterian/Columbia University Irving Medical Center. Entropy’s award-winning original documentary and scripted content has aired on The Oprah Winfrey Network, PBS, and ABC and have been screened at national and international festivals.
