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Film . Campaign Art Direction

They Fight With Cameras

They Fight With Cameras — campaign identity and film poster design by Joniel da Silva

Client

Daedalus Productions

Role

Campaign Art Director

Year

2025

Scope

Campaign Art Direction

A documentary that needed a visual language as unflinching as its subjects.

They Fight With Cameras tells the story of Walter Rosenblum — a decorated U.S. Army Signal Corps combat cameraman who documented WWII from D-Day at Omaha Beach to the liberation of Dachau. Narrated by Liev Schreiber, the film combines his photographs, never-before-seen motion picture footage, and letters written to his wife during wartime. It gives credit to those who risked their lives to register what was happening — the uncredited heroes behind the lens of history.

Directed by Nina Rosenblum and Daniel Allentuck, the film had its own distinct art direction. My role as Campaign Art Director was to build a campaign identity that served the film without competing with it — giving it a public presence, a visual architecture, and a voice strong enough to carry the work from screen to audience.

Restraint as a form of respect.

The visual system builds on contrasts: silence against noise, stillness against chaos. We developed a typographic-led identity using stark black-and-white photography, precise editorial framing, and a restrained colour palette that lets the subject matter speak.

Every design decision was guided by one principle: the photographers are the heroes, not the design. The campaign rolled out across six deliverables — film poster, film deck, study guide, website, Instagram campaign, and a new identity for Daedalus Productions itself. Each touchpoint built on the same visual logic: serve the story, never compete with it.

Joniel understood from the beginning what this film needed — a presence that honours the subject without overpowering it. The result speaks for itself.

Twelve wins. One voice.

The campaign identity carried the film through its entire festival run — poster, film deck, study guide, website, Instagram campaign, and a new logo for Daedalus Productions — all built from the same visual logic. The result so far: 12 festival wins, with many more likely to come, including Cannes World Film Festival, Hawaii International Film Awards, and Los Angeles Stars Film Festival.

The film is now in worldwide distribution via Espresso Media International, with the campaign identity holding across every format it meets. Joniel is credited on the film's own website as Visual Identity designer — a rare acknowledgment that reflects how fully the work became part of the film's life in the world.

Impact

The numbers behind the narrative.

12

Festival wins so far, with many more likely to come

6

Campaign deliverables spanning poster, film deck, study guide, website, Instagram, and Daedalus logo

WW

Worldwide distribution via Espresso Media International

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