The Commandant's Shadow
Media Strategy for an Emmy Nominated Holocaust Documentary
Situation
Warner Bros. Pictures and HBO Documentary Films partnered with filmmaker Daniela Völker on The Commandant’s Shadow, a timely and poignant documentary that follows Hans Jürgen Höss, the 87-year-old son of Auschwitz camp commandant Rudolf Höss, as he confronts his father’s horrific legacy for the first time. While Hans Jürgen experienced a peaceful childhood in the family villa at Auschwitz, Jewish prisoner Anita Lasker-Wallfisch was struggling to survive the notorious concentration camp. At the film’s heart is a historic and emotional moment—eight decades later—when the two come face-to-face.
The Commandant’s Shadow is a story of reckoning, acceptance, and compassion. It reminds viewers that reconciliation requires an honest confrontation with the past. Warner Bros. turned to Miller Ink—uniquely positioned in Hollywood and the Jewish community—to promote the film among Jewish audiences.
Approach
Miller Ink sought to build an audience for the film within the Jewish community. Leveraging our broad network of media contacts, Miller Ink executed a strategic outreach campaign, pitching to Jewish media outlets and influencers. We developed thematic angles about legacy and helped connect the film to broader conversations about Holocaust education and remembrance. This work was reinforced with media partnerships and direct outreach to Jewish community leaders and Holocaust education organizations.
In addition to media outreach, Miller Ink organized a special screening and panel discussion in partnership with USC Shoah Foundation to position the film within the broader context of Holocaust remembrance. Hosted by Dr. Robert Williams, CEO of USC Shoah Foundation, the event featured film subjects and producers, reinforcing the film’s emotional and educational significance and drawing connections between the Holocaust, the recent Oct 7 attacks in Israel and the subsequent rise in antisemitism around the world.
Impact
Through thoughtful media engagement and deep ties to the entertainment and Jewish worlds, Miller Ink helped The Commandant’s Shadow reach and resonate with audiences grappling with its legacy and deeply invested in preserving Holocaust memory. The film was nominated for an Emmy in 2025 and reporters from prominent Jewish media outlets, including Jewish News Syndicate and Jewish Telegraphic Agency, attended the premiere event. It secured coverage in The Guardian, Variety, New Yorker, Vanity Fair, The Free Press, The Times of Israel, Jewish Journal, and more.