Ophelia | Concept, Strategy, Production + Edit

Concept

By taking the viewer through a close, lived-in experience of the daily lives of three different Ophelia patients alongside the boldly direct use of the words

HEROIN, FENTANYL, and OXYCODONE, we are executing three effects:

1. We are drawing in our target audience to imagine more stable lives.

2. We are offering credible hope to their loved ones—without sugarcoating.

3. We are disrupting the stigma of addiction, continued in media by scare tactics and blaming, and shifting the overarching narrative.



Who is Ophelia?

"Treatment isn’t one size fits all"

Ophelia's mission is to provide the best opioid addiction treatment without the baggage of rehab. Ophelia are driven by science and committed to privacy. Above all, they believe in recommendations, not orders.

“I started Ophelia with the mission of making evidence-based addiction treatment universally accessible. Let’s make it easier to choose doctors than drug dealers.” Zack Gray Co-Founder & CEO



Creative Direction

In our research, we came to understand how outdated and isolating the dominant narrative around opioid addiction really is. And ultimately, it is costing lives. This concept is our response. Instead of distancing the viewer from the issue, we are visually urging them to put themselves in the shoes of someone in recovery.

We believe that this will give those seeking treatment the essential ability to imagine a better future—a necessary element for change. And we believe that those who have bought the stigma around addiction will have their misconceptions disrupted, and be better prepared to serve those in their community who struggle with opioid dependency.

And considering rising overdoses every year, this could change everything.



Film Statement

Rather than use common scare tactics and pile even more stigma onto our audience, we are guided by two simple truths:

1. No spot is going to inspire anyone to get treatment.

2. People already know the risks of addiction—and they’re already overwhelmed.

We wanted to change the lives of those who already want treatment with an honest message, experienced through intimate daily life:

The proven solution to opioid addiction is more accessible and flexible than you think. And it’s not too good to be true.

Assets Delivered

Video - We delivered one edit with all talent with 16:9, 9:16 and 1:1 aspect ratios so Ophelia can pick and choose where they want the spots to be shared, be it their website, blog, TikTok or Meta.