DOMO Strengthens Its Culture of Co-Creation Through Expanded Sales Partnerships

From its inception, DOMO has been built on a philosophy of Co-Creation, an ethos that champions collective intelligence, strategic collaboration, and a reimagining of how production companies can work with agencies and brands.

Founded by executive producer Rani Melendez and multi award-winning director André Stringer, DOMO has always sought to push beyond traditional production models, assembling multidisciplinary teams of directors, writers, editors, and photographers, to solve creative challenges in new ways.

Now, in its next phase, DOMO is expanding its approach through a powerhouse alliance with Hustle, Marni Reps, and Hero – a next-generation sales force designed to navigate today's shifting media landscape. To find out how these strategic partnerships promise to amplify DOMO's reach across key regions, further strengthening its ability to develop the next generation of bold, culturally relevant storytelling, LBB’s April Summers talks to the teams.

Determined to Break the Mould

DOMO has continued to develop fresh talent & new work from visionary directors such as Kat Keene, Danny Seth, Jonathan Klein, Nico Bongio, and Justice Mukheli. In the last few years, the team has delivered campaigns for brands like Nissan, Lexus, Mazda, Toyota, Google, Brand Jordan, and Nike, collaborating with agencies including TeamOne, 72andSunny, Wieden & Kennedy, and Saatchi & Saatchi.

The company's ability to think beyond the traditional production model has been key to its success. As Rani explains, "We saw an opportunity to create a more collaborative environment that was agile and less set in its ways – more tailored to each project, emphasizing creativity and problem-solving over one specific process."

The addition of Hustle, Marni Reps, and Hero to its sales team reinforces DOMO’s commitment to innovative thinking in representation and business development.
Touching on this more collaborative model, Harrison from Hero, says, "We are huge believers that no matter how strong the talent shines, it’s the team behind it all and collective thinking that builds brands and creates memorable work. The industry has thrown out the traditional playbook, and so has our sales team.”

Marni Halliburton, founder at Marni Reps, feels similarly positive about DOMO’s Co-Creation approach. “Their director’s unique way of collaborating doesn't just make the work better; it transforms it, enabling our partners to tell richer and more relatable stories,” she tells LBB. “I think it's also meaningful that they wanted to team up with a female-owned representation firm—it shows their progressive values and vision for the industry.”

Empowered by DOMO’s philosophy, this new sales team is set to redefine what representation means in the modern era.

Expanding Influence and Regional Reach

A key benefit of these partnerships is the ability to extend DOMO's presence across the entire country, ensuring the company remains agile and responsive to the ever-changing needs of brands and agencies, no matter the location.

"This rep team are all friends," Anya Zander from Hustle explains. "With the constant movement of brands and accounts, it’s important that our team has great communication. Hustle, Marni Reps, and Hero all have close relationships with one another, which will only further our reach and give us time to react properly."

Beyond expanding its client base, this shift will also provide deeper insights into market trends, allowing DOMO to anticipate creative opportunities and tailor its roster accordingly.

"Us reps will have heavy influence on shaping the roster and giving insight to DOMO’s partners on what agencies and brands are attracted to and styles of shooting," says Andrew Michaeloff, Hustle.

A Future of Abundance and Innovation

DOMO's commitment to breaking barriers in creative production is not just about assembling a top-tier team – it's about embracing new ways of thinking. Reflecting on their achievements so far, it’s clear that André and Rani see opportunity where others see obstacles, always searching for innovative approaches to storytelling and industry partnerships.

“From day one, Rani and I just clicked. It's a real pleasure to work with such a creative and passionate team,” says Marni. “Partnering with DOMO has been an absolute blast and unexpectedly rewarding. DOMO doesn't just fit into the Midwest (my market for almost two decades); they stand out as particularly relevant.”

Understanding the value of a united front, the company is building strong networks from coast to coast, in a bid to foster stronger partnerships. "The future isn’t less connected, it’s more connected," says André. “We feed on joining forces—more partners, more creatives, more styles, and more venues to showcase creativity."

With a roster of cutting-edge directors, a fresh approach to sales representation, and a philosophy rooted in collaboration, DOMO is poised to continue shaping the industry, delivering compelling work that pushes creative boundaries. And with Hustle, Marni Reps, and Hero by its side, the company is stepping into an even brighter future—one where Co-Creation remains at the heart of everything it does.