Every February since 1907, St Moritz, Switzerland, has hosted White Turf, an annual horse race on a frozen lake. In the same valley, there exists a school founded by Julie Hossman that teaches natural horsemanship, a technique which shuns what its practitioners describe as ‘unnecessary force’ and adopts the principles of ‘a kinder, gentler cowboy.’

In photographer Samuel Bradley’ directorial debut, he has created a film* that combines the aesthetic beauty of an individual horse in the school with the pounding viscerally of the races. ‘DAM’, in equine terms, means ‘mother of the foal.’



Samuel Bradley

Executive Producer

Greg Smith

Executive Producer

Javier Alejandro

Creative Producer

Kat Chan


17 min


16mm, colour and B&W stock

The title of the film evokes the image of a strong animal, something we wanted to reflect in the lettering. Re-interpreting Viennese† an ornamental typeface with large spurs that lead onto each letter, creating a track through the word. Allowing a sense of structured movement when presented in a single line or in a staggered arrangement.

This was paired with a small use version of Times, blown up to reveal the character within the letters. It’s wide forms giving a feeling of speed to credits and extended text.

* The film was released to raise awareness for CHAYN, a global volunteer network addressing gender-based violence with easily accessible online resources for those facing domestic abuse.

† ‘Viennese’ was a headline typeface released by The Fann Street Foundry, London, in their 1874 ‘Reed and Fox’ type specimen. It was originally cut in 5 sizes for advertising purposes: Two Lines Brevier, Two Lines Nonpareil, Two Lines Pearl, One Line Brevier, and Nonpareil.