"As great as the latest technology can get, it’s nothing without a thorough understanding of how to amplify a story in a way that moves an audience". - Dominic Locher
Dominic's core focus is fusing an artistic aesthetic with cutting-edge technology, across all platforms. His belief is that, as great as the latest technology can ever get, it’s nothing without a thorough understanding of how to amplify a story in a way that moves an audience.
Nurturing an appetite for artistic expression from a young age through a creative education at a Rudolf Steiner School he found his passion for photography and film.
Dominic relocated back to London to introduce his fresh approach to the capital’s photographers, ad agencies, branded content specialists, production companies and media channels. Major projects included the summer campaign film series for Australia's biggest online shopping platform 'The Iconic' shot in Cambodia and a long running series of secret private live show recordings on a private yacht in the Mediterranean Sea. He also facilitated a young Syrian refugee to direct and act in a short film about his experience of arriving into the notorious refugee camp in Calais, the jungle.
[2012 - 2015]
Key brands & film commissions:
H&M, ERNST & YOUNG, QANTAS, TOURISM AUSTRALIA, RANGE ROVER, PASPALEY, UNIQLO, ONLY, CANON, SUBARU, CARTIER, BVLGARI, THE ICONIC.
Well established as a boutique production outfit in Sydney, Dominic directed, shot, and edited work with leading advertising agencies Leo Burnett, M&C Saatchi and Droga 5. Music label clients included EMI, Universal and Sony BGM. TV networks included MTV and Channel V.
With an urge to travel & explore but continue to grow his career, Dominic landed in Sydney and set-up a promo production service for ad agencies, record labels, independent bands and fashion labels.
Through creative experimentation in his work for experiential brands and music labels, he gained a reputation for unique, edgy and thoughtful content, carving a niche in growing film production space.
Early brand films included Lipton Ice Tea, Nivea and Evian. Record Labels included EMI and grass-roots label Below Par Records.
Inspired by the godfather of music video & commercials ‘Andy Morahan’ (Gun’s n Roses, Michael Jackson, Guess Jeans) Dominic took his first job as a runner at his production company ‘Bikini Films’ in Soho, London.
A strong influence by a video artist & tutor at art school led him to a fine art film degree at Central Saint Martins in London, England.