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Dom and Nic

Dom and Nic, professionally known as dom&nic, are a directing duo composed of Hawley and Nicholas Goffey, who have specialized in creating music videos and television commercials since 1994. They met as teenagers at school and began collaborating on films shortly thereafter, blending live-action, , , and subtle humor to produce visually innovative and engaging content. Their portfolio includes acclaimed music videos for artists such as , , , , , and , with standout projects like The Chemical Brothers' "Believe" and "Wide Open." In advertising, they have directed high-profile campaigns for brands including , Levi's, , , , , , and , often incorporating and narrative storytelling. The duo has received numerous awards, including the 2005 MTV Europe Music Award for Best Video for The Chemical Brothers' "Believe," a Gold Cannes Lion for their commercial, and honors from D&AD, ANDYs, and Epica for projects like Shelter's "." Based in , , dom&nic continue to be represented by production companies such as Outsider and Station Film, maintaining a reputation for genre-defining work in both music and commercial media.

Background

Early life and education

Dominic Hawley and Nicholas Goffey, professionally known as Dom and Nic, first met as teenagers in the late 1980s at a in Wheatley, near . Both individuals hailed from musical families and developed a strong interest in from a young age, drawing inspiration from bands such as , , and . At around age 16, they bonded over their shared passions for and , often jamming on guitar during school lunchtimes and even sharing similar experiences like owning VW Beetles as their first cars. Their early collaborations emerged from this school environment, where they began experimenting with filmmaking by shooting videos of local gigs, including performances by the band , whose drummer is Nicholas Goffey's brother. This hands-on approach marked the start of their creative partnership, fueled by a mutual obsession with cinema that extended beyond classroom activities. Regarding formal education, neither Hawley nor Goffey attended a dedicated ; instead, they pursued self-directed learning through practical projects. Hawley went on to study at a university in , where his focus shifted toward film-related pursuits, while Goffey opted to drop out early to dedicate himself fully to directing opportunities. They later described music videos as their informal "film school," providing essential training in , visuals, and production techniques before transitioning to broader commercial work.

Formation of the duo

Dominic Hawley and Nicholas Goffey, known professionally as Dom & Nic, met at a school in when they were 16 years old. They quickly bonded over their mutual passion for cinema and music, which inspired them to begin collaborating on films together shortly after. This shared interest laid the foundation for their creative partnership, leading them to formalize as a directing duo to support their school friends in the emerging band . Supergrass signed their first record deal with Backbeat Records in 1994. directed the band's debut for the "Caught by the Fuzz," marking their entry into professional . The low-budget production, shot on a shoestring amid the excitement of the scene, showcased their early ingenuity and humor, capturing the band's raw energy in a chaotic, performance-based style. This project not only propelled Supergrass's career but also opened doors for , leading to their affiliation with the Oil Factory , where they teamed up with Madsen to expand their work in . Their formation as a duo thus emerged organically from adolescent friendships and a drive to blend visual storytelling with the vibrant sounds of 1990s music.

Career overview

Entry into filmmaking

Dom and Nic, consisting of directors Dominic Hawley and Nicholas Goffey, met as teenagers in the late 1980s at a in Wheatley, near , where they bonded over shared interests in music and film. Without formal training, they began experimenting with by documenting local band performances, including those of , using equipment and . Goffey dropped out of university in to pursue full-time, while Hawley briefly studied there but shifted focus to commercial production work. Their transition to professional filmmaking occurred in 1994 with their debut music video for Supergrass's "Mansize Rooster," a low-budget project commissioned by the band's label that captured the raw energy of live performances. This video's success led to their signing with the London-based production company Oil Factory Films, marking their entry into the commercial directing scene and opening doors to higher-profile assignments. They followed with additional videos for Supergrass, including "Caught by the Fuzz," solidifying their early style of energetic, punk-infused visuals. By 1997, just three years into their professional career, Dom and Nic directed David Bowie's "I'm Afraid of Americans," featuring , which showcased their ability to handle narrative-driven concepts with industrial and paranoid themes. This project, produced through Oil Factory, highlighted their rapid ascent and established them as innovative directors in the music video industry, blending music documentation roots with more sophisticated storytelling.

Key production collaborations

Dom and Nic have established themselves through enduring partnerships with prominent artists and brands, blending innovative visuals with narrative depth in both music videos and commercials. Their most significant music video collaborations include a decade-spanning relationship with , for whom they directed nine videos, including the surreal "Block Rockin' Beats" (1997), the psychedelic "Hey Boy Hey Girl" (1999), the motion-capture and CGI transformation "Wide Open" featuring in 2016, and "Live Again" (2023) using virtual production. Another cornerstone collaboration is with , spanning their early career with 13 videos from 1994 to 2004, such as the energetic "Alright" (1995) and "Richard III" (1997), which helped define the band's identity through playful, high-energy aesthetics. They also worked twice with , directing "I'm Afraid of Americans" (1997) with , a dystopian piece that marked an early high-profile milestone, and "The Pretty Things Are Going to Hell" (1999). Additional notable music projects encompass one-off but impactful videos for ("D'You Know What I Mean?" in 1997), ("She's the One" in 1999), and ("We Come 1" in 2001 and "Mass Destruction" in 2004), often produced through companies like Oil Factory. In commercials, Dom and Nic's collaborations emphasize whimsical storytelling for major brands, frequently under representation by Outsider. Key partnerships include multiple campaigns for M&S, such as the festive "Duckie" and "Mittens" ads, and Heinz's "150 Years of Clean Plates" (2019), which celebrated the brand's history with animated charm. They have also directed spots for Boots (), Amazon Business, , and , integrating and humor to enhance brand narratives. More recent socially oriented work features collaborations with charities like ( in 2024 and in 2009), The Prince’s Trust, and Barnardo’s ( in 2024), demonstrating their versatility in low-budget, message-driven productions. These efforts, often blending live-action with effects, have solidified their reputation across advertising sectors, with ongoing projects including Skoda's "Be More Inspired" (2025).

Music videos

Early Britpop and electronic works (1994–2000)

Dom and Nic, the directing duo consisting of Dominic Hawley and Nic Goffey, entered the music video industry in the mid-1990s through their close ties to the emerging scene, particularly via Goffey's brother , the drummer for . Their professional debut came in 1994 with 's "Caught by the Fuzz," a low-budget project commissioned by the band's label that marked their shift from amateur [Super 8](/page/Super 8) footage of local gigs to polished promos. This collaboration stemmed from their shared school days in with members, fostering a natural affinity for capturing the band's raw, youthful energy. They followed with "Mansize Rooster" in 1995, and later that year directed "Alright," filmed at the surreal village in , evoking a whimsical, escapist vibe that mirrored 's nostalgic yet irreverent ethos. Expanding beyond Supergrass, Dom and Nic helmed videos for other key acts, solidifying their reputation for inventive, performance-driven visuals that blended humor and visual flair. For ' "Bluetonic" (1995) and Sleeper's "" (1996), they employed dynamic editing and colorful to highlight the genre's cheeky, guitar-fueled rebellion. Their 1997 video for Oasis's "D'You Know What I Mean?"—the lead single from the blockbuster album Be Here Now—featured an epic, dimly lit performance setup with the band shrouded in shadows and smoke, emphasizing the Gallagher brothers' charismatic intensity amid the height of Oasis's fame. They also directed David Bowie's "I'm Afraid of Americans" (1997), a dystopian blending with Bowie's enigmatic presence. These works, often produced under Oil Factory Films with cinematographer , showcased the duo's early mastery of 35mm film to create immersive, larger-than-life portrayals of Britpop's cultural dominance. Parallel to their Britpop output, Dom and Nic ventured into music with landmark videos for , beginning with "Setting Sun" in 1996, which featured on vocals and depicted a disoriented young woman navigating urban disarray before joining a euphoric of diverse dancers. This promo captured the hedonistic pulse of culture through fluid, dream-like sequences and subtle , aligning with the duo's emerging surreal style. They followed with "" (1997), a high-energy montage of city nightlife and that amplified the track's hip-hop-infused , and "" (1999), known for its playful, abstract animations and kinetic editing. In 1998, they directed ' "," incorporating gothic visuals and underwater sequences to match the song's brooding tone. Additional collaborations included David Bowie's "The Pretty Things Are Going to Hell" (1999) and Robbie Williams's "She's the One" (1999), blending pop sensibilities with their signature whimsy. These collaborations, spanning the late , highlighted Dom and Nic's versatility in translating music's pulsating rhythms into visually hypnotic narratives, often using storyboards to layer narrative depth with experimental VFX, cementing their influence across and genres during a pivotal era for music visuals.

Mid-career innovations (2001–2010)

During the early to mid-2000s, Dom and Nic expanded their signature blend of surrealism and technical innovation in music videos, particularly through their longstanding partnership with The Chemical Brothers, while also exploring more grounded, performance-driven narratives with acts like Supergrass and Faithless. Their video for The Chemical Brothers' "Believe" (2005), featuring vocalist Kele Okereke of Bloc Party, depicted a tense urban chase where a man flees through London's streets pursued by an army of identical CGI robots emerging from alleyways and vehicles, masterfully conveying themes of paranoia and technological oppression through seamless VFX integration. This man-versus-machine concept, realized with fully computer-generated robotic elements, earned the video the MTV Europe Music Award for Best Video and was praised for its atmospheric intensity. Building on this technological edge, Dom and Nic pushed whimsical in "The Salmon Dance" (2007), where a young man discovers his neighbor's aquarium inhabited by , dancing voiced by , leading to a hallucinatory sequence transforming the apartment into an underwater realm complete with floating furniture. The video's innovative , handled by , brought the aquatic characters to life with fluid animations and environmental morphing, blending humor with immersive fantasy to sync perfectly with the track's playful electronic beats. This approach marked a evolution from their earlier works, emphasizing accessible yet sophisticated to enhance . In "Midnight Madness" (2008), a promotional single from ' greatest-hits compilation, the duo shifted toward high-octane physicality, staging a nocturnal game on urban courts that escalated into a parkour-fueled chase starring professional freerunner Daniel Ilabaca. Shot with dynamic, fluid camerawork to mimic the athletes' acrobatic flows— including wall-runs and precision leaps—the video innovated by merging street sports with electronic music's , creating a visceral sense of energy without heavy reliance on effects. Complementing these experimental pieces, Dom and Nic directed a series of vibrant, street-level videos for , such as "Rush Hour Soul" (2003), where the band performed amid impromptu dances in London's at night, capturing communal euphoria through and natural crowd interaction. Their collaborations with , including "We Come 1" (2001) and "Mass Destruction" (2004), further diversified their output with introspective club scenes and staged performances by schoolchildren, respectively, underscoring a mid-career versatility in balancing high-concept visuals with emotional resonance.

Recent projects and style evolution (2011–present)

Since 2011, Dom and Nic have focused their music video output primarily on collaborations with , marking a shift toward high-concept visuals that leverage cutting-edge digital effects to explore human-machine interfaces and existential themes. Their 2016 video for "Wide Open" (featuring ) exemplifies this direction, presenting a single-take performance by dancer in an abandoned warehouse, where her body gradually morphs from flesh to synthetic machinery through a process of 3D-printed prosthetics and extensive VFX. Choreographed by , the piece uses scanning and frame-by-frame body tracking to create a seamless transformation, symbolizing the blurring of organic and artificial boundaries, with post-production spanning over four months by The Mill. This technological emphasis continued in the 2018 video for "Free Yourself," a depicting sentient factory robots rebelling through awkward, human-like dance routines amid a dystopian . Employing and photorealistic VFX over an eight-month production, the directors animated the robots' liberation narrative to sync with the track's pulsating rhythm, drawing on themes of and frenzied escape. Produced by Outsider and again with The Mill's VFX, the video highlights Dom and Nic's growing affinity for speculative futures, where music drives mechanical awakening. Their most recent music video, "Live Again" (featuring Halo Maud) from 2023, further evolves this style into a hallucinogenic of rebirth and . Dancer Josipa Kukor performs an unbroken across surreal landscapes—from deserts and forests to neon cities and Martian terrains—using real-time virtual production on Stage London's LED volume for fluid world transitions. This 10th collaboration with adopts a woozy, analog-distorted aesthetic to mirror the song's dreamlike quality, pushing virtual production techniques to create immersive, psychologically altered realities without traditional cuts. Overall, Dom and Nic's post-2011 work reflects a stylistic maturation from their earlier surreal, narrative-driven videos toward immersive, tech-infused spectacles that prioritize visual innovation and thematic depth. Building on their mid-1990s partnership with , these projects incorporate advancements like , , and LED-based virtual sets to examine and , maintaining a core of distorted while elevating production scale for cinematic impact. No additional have been credited to them through , suggesting a pivot toward advertising, though their trilogy underscores a refined command of VFX-driven .

Advertising and commercials

Breakthrough campaigns (1990s–2000s)

Dom and Nic's entry into advertising marked a significant pivot from their music video work, with their debut commercial in 1998 for Nike's "What Are You Getting Ready For?" campaign establishing their reputation for blending surreal humor with brand messaging. Directed through Outsider Films and created by Wieden+Kennedy, the spots featured everyday people preparing for extraordinary feats, culminating in the tagline questioning their readiness, which emphasized Nike's motivational ethos. This campaign won a Gold Pencil at The One Show for Consumer Television Over :30, highlighting its creative impact and helping propel the duo into high-profile commercial directing. Building on this success, Dom and Nic continued their collaboration with in 2002 with the "Puddles" ad, a playful set in the where a runner's splash leads to a whimsical chase involving a woman and her umbrella. Produced again by Outsider and Amsterdam, the spot showcased their knack for lighthearted, visually engaging storytelling that reinforced 's theme of spontaneous athleticism. Released in October 2002, it exemplified their ability to infuse commercials with the of their , contributing to their growing acclaim in the industry. By the mid-2000s, their work expanded to major brands like , where they directed two spots for the 2004 Customer Care campaign: "" and "." In "," Londoners navigate a snowy day with reliable BT service ensuring punctuality, while "" depicts a girl whispering commands to a TV that miraculously follows, underscoring human operators' attentiveness. Created by agency St. Luke's and produced by Outsider Films, these ads emphasized BT's service reliability through whimsical, relatable scenarios, marking a breakthrough in narrative-driven corporate and solidifying their versatility beyond .

Contemporary brand work (2010s–2025)

In the , Dom and Nic continued to build on their reputation for blending humor, , and advanced in brand , often collaborating with major agencies and production houses like Outsider. A notable example is their 2011 Barclays campaign "Bouncy Castle," which used whimsical to depict a child's transforming a bank into a playful adventure, emphasizing accessibility in . Similarly, their 2013 work for , "Barry the ," introduced an anthropomorphic platypus as a to highlight the bank's unconventional approach, featuring stop-motion that garnered awards for its quirky charm. By mid-decade, their projects increasingly incorporated emotional storytelling with technical innovation. The 2014 First Direct ad "Little Frill" (also known as "Hissy Lizard") extended the platypus narrative with a disgruntled lizard character, using detailed puppetry and VFX to convey frustration with traditional banking, reinforcing the brand's "unexpected" positioning. In 2017, for Heathrow Airport's Christmas campaign "It's a Wonderful Flight," they directed a heartfelt tale of two teddy bears reuniting over decades at the terminal, shot partly in the historic Terminal 1 and enhanced with nostalgic period recreations to evoke the magic of travel and homecoming. Entering the 2020s, Dom and Nic's brand work shifted toward socially conscious narratives and cutting-edge production techniques, including virtual production and full-CG environments. Their 2019 Heinz "150 Years of Clean Plates" celebrated the brand's anniversary with a montage of diverse families enjoying meals, employing seamless VFX to show ketchup's enduring role in creating spotless plates across generations. In 2022, the M&S Food Christmas ad "Duckie" paired comedians and as a fairy and animated dog toy, using practical effects and to whimsically transform everyday items into festive delights, boosting the campaign's appeal. Recent projects underscore their adaptability to contemporary issues. The 2023 Amazon Business spot "Bloom" utilized ARRI's Volume Stage for immersive 360-degree filming, following a florist's growth metaphorically through blooming flowers to illustrate efficient tools. In 2024, Barnardo's "Mollusc" addressed with a poignant of a girl retreating into a giant , combining live-action and subtle VFX to evoke isolation and the need for support amid the cost-of-living crisis. That same year, Shelter's "World of Our Own" depicted a homeless family's imaginative escape from temporary accommodation, leveraging fantasy elements to highlight the 's rising child homelessness rates. Capping the period, 2025 saw releases like Skoda's "Be More Elroq," a full-CG series anthropomorphizing animals to showcase the electric SUV's features, drawing from nature's ingenuity to promote sustainable innovation. Greater Anglia's "Unlondon" portrayed via as a stress-relieving , using cinematic visuals to reframe regional as an to life. These works demonstrate Dom and Nic's ongoing evolution, prioritizing impactful messaging through hybrid live-action and digital techniques.

Awards and recognition

Music video accolades

Dom and Nic have received significant recognition for their innovative music video direction, particularly through prestigious awards that highlight their contributions to visual storytelling in electronic and pop genres. Their work has been honored multiple times at major ceremonies, emphasizing technical excellence, creativity, and impact on the music video landscape. One of their earliest major accolades came at the 2000 , where they won Best British Video for directing ' "She's the One." The video, featuring Williams ice-skating on a frozen lake, captured a whimsical yet melancholic tone that resonated widely, contributing to the song's commercial success and Williams' solo breakthrough. This win underscored their ability to blend narrative simplicity with striking visuals in the late era. In 2005, Dom and Nic earned the for Best Video for ' "Believe," a dystopian depicting a factory worker pursued by a malfunctioning . The award, presented at the ceremony, celebrated the video's seamless integration of practical effects and , marking a pinnacle in their long-term collaboration with the electronic duo. They were also three-time nominees in this category, reflecting consistent peer acclaim. Their video for "Believe" further garnered a Yellow Pencil at the 2006 D&AD Awards in the Music Videos category, recognizing its conceptual depth and execution in portraying industrial alienation through surreal mechanical imagery. This honor from the design-focused awards body highlighted their influence on elevating as an art form. Dom and Nic's ongoing partnership with yielded additional honors in 2016 at the UK Music Video Awards, where "Wide Open" (featuring ) won Best Dance Video – UK and Best Special Video Effects. The video's groundbreaking use of to transform dancer into a metallic figure exemplified their pioneering approach to and technology in electronic music visuals, earning praise for its choreography by and VFX by The Mill. In 2023, the UK Music Video Awards presented Dom and Nic with the Icon Award, acknowledging nearly three decades of influential work in music video direction, from early collaborations with and to their enduring electronic projects. Presented by Supergrass' (Nic's brother), the lifetime achievement honor celebrated their role in shaping the UK's music video scene.

Advertising honors

Dom and Nic have garnered significant recognition in the advertising industry for their innovative commercials, earning top honors from prestigious festivals such as the Cannes Lions International Festival of Creativity and the British Television Advertising Awards (BTAA). Their work is celebrated for blending cinematic with advanced , often pushing technical boundaries while delivering emotional impact for brands like and . Over their career, they have secured multiple Gold awards across major platforms, including D&AD Pencils for exemplary craft in advertising. A pivotal early achievement was their 1999 Nike commercial "What Are You Getting Ready For?", directed for , which won a Gold Lion at the Lions in the category, marking their launch into high-profile acclaim. This spot, featuring surreal preparation sequences for athletic feats, exemplified their signature style of whimsical yet motivational narratives. The campaign's success helped establish them as go-to directors for global brands seeking visually distinctive executions. In 2009, their campaign for the housing charity , titled "" and produced with London, achieved widespread praise and multiple awards, including a Gold Lion at in the Design - Poster Design category. The integrated effort, which included a poignant TV spot and interactive posters depicting fragile housing structures, raised awareness of the housing crisis and was ranked as the joint second most awarded commercial globally that year by the Gunn Report. It also earned a top position in the Big Won rankings for campaign effectiveness, highlighting its cultural resonance during the financial downturn. Their advertising honors extend to effectiveness-focused accolades, such as the 2004 Effectiveness Awards for campaigns demonstrating measurable business impact, and the 2003 YoungGuns Advertising Award, recognizing emerging talent in creative . Additionally, they received ADDY Awards in in 2002 for outstanding achievement in advertising . More recently, Dom and Nic won a Arrow at the BTAA in 2024, along with an Icon Award , underscoring their enduring influence in British television .

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    Dom & Nic is Directors at Outsider in London, 英国. The AdForum talent profile is part of the social network dedicated to advertising and creative professi.