The Work That Made Me: Dom Ho
Dom Ho co-founded multi-award-winning BLACKLIST back in 2016. The full-service creative agency boasts two offices in London and Amsterdam with a thriving, creative and multi-talented team of nearly fifty strong. BLACKLIST works with global clients including SkyShowtime, Prime Video, Paramount, Ferrari, Pokémon, Asics, Peloton, and Disney.
Throughout his career, Dom has championed the idea that a strong, inclusive company culture is the foundation of any successful creative execution. He believes that when team members feel valued, respected, and inspired, they are more likely to push boundaries and reach more innovative outcomes.
Under his leadership, teams are encouraged to collaborate openly, share diverse perspectives, and support one another, fostering an environment where creativity can truly flourish and where ‘THE BLACKLISTERS’ can create the best work of their careers.
His dedication to creating a positive workplace culture has not only resulted in numerous award-winning campaigns but also aims to set a new standard for leadership in the media and entertainment industry.
LBB> The ad from my childhood that stays with me…
Dom> When I was a kid I was always into streetwear brands and a bit of a Nike sneakerhead, so I was a big fan of the late 90s Nike ads. For me, arguably the most memorable was Nike football one with the Brazilian national team at the airport. The ad included legends like OG Ronaldo, Romário, and Roberto Carlos, who were - are still, global superstars! - I remember having Roberto Carlos' football boots in school!
The ad featured the team killing time at an airport by playing an impromptu game of footy. The setting was totally relatable and the casual fun way the players showcased their skills was both impressive and inspiring to watch. It had really high production values, combined with catchy, memorable music… Obá, Obá, Obá! …so the ad tapped into your emotions by blending humour, skill, and the human side of these iconic players.
They weren’t just selling Nike products, they were telling stories that totally resonated with me. They reflected and contributed to the 90s era of sports culture, celebrating excellence, fun, and a touch of rebellion, which I thought was cool.
LBB> My first professional project…
Dom> My first semi-memorable professional project was designing the on-air motion graphics for a Warner Bros Classic Movie Channel. The campaign was called 'Double Impact' and it essentially highlighted two classic blockbuster movies.
The promo aired at probably around 4am in a select handful of central eastern European countries and was probably only seen by seven people, but I remember at the time never feeling more proud that my designs reached that local albeit extremely dedicated audience! Shout-outs to those seven!
LBB> The reason that made me want to get into the industry…
Dom> My dad worked in the broadcast industry, which seemed way more exciting and creative than the typical ‘office jobs’ my friends' parents had when I was growing up. I remember the first time I visited a production studio as a kid. Seeing how it all worked behind the scenes was like discovering the secrets of Narnia through the wardrobe. There was an electric energy in the air and it was buzzing.
I watched live shows from the director’s gallery, feeling like a mini-tycoon. Wandered around Saturday morning kids' TV sets - resisting the urge to steal the props. Rubbed elbows with entertainment execs and C-list celebrities in a random TV studio canteen - trying to act cool and not spill my juice.
The best part was how everyone worked together so smoothly, like a well-oiled machine. Being in these creative environments was incredibly inspiring. It motivated me to study hard, get a creative degree, and try to break into the industry myself. This early exposure played a huge role in my interest with creating content, storytelling, and getting audiences as excited as I was during those magical studio visits.
LBB> The music album that I keep revisiting…
Dom> Justin Timberlake - Justified. Without a doubt JT is one of my favourite artists in mainstream pop working today - there I said it haha! Justified was the perfect balance of quality R&B and commercial pop, mixed in with some killer beats with help from his partners in crime Pharrell and Timbaland.
On this sad-to-say, *NSYNC-less album, he sounds good. He sounds like he’s having fun which to me is so important, when an artist is having fun it really reflects so much on the overall tone of an album. Stacked with some complete bangers, I definitely revisit... probably more than I should!
LBB> The ad that made me angry that I vowed to never make anything like *that*…
Dom> When it comes to taste, I've always been more of a Coca-Cola fan. However, when it comes to advertising, Pepsi pretty much leads the way with its creative marketing. That said, their Kendall Jenner campaign from a few years ago was a bit of a major flop.
The ad showed her at a photoshoot noticing a protest and deciding to join in. She approached a pretty serious-looking police officer, fist-bumped him, and handed him a Pepsi, almost as if she was trying to resolve the racial tension from the protest with a cold can of the good stuff! It was done in poor taste (pun intended) as the ad appeared to trivialise racism and police brutality.
I think Pepsi later issued a statement explaining their real intentions but the damage was sadly already done. Let’s just say when it comes to making ads, it seems Pepsi couldn’t Keep up with the Kardashians…
LBB> The ad that still makes me jealous…
Dom> I love the Old Spice ad ‘The Man Your Man Could Smell Like.’ It's hilarious, brilliantly written, and Isaiah Mustafa's charismatic delivery is spot on... "I'm on a horse!" The ad's surreal, rapid-fire transitions grab your attention and leave you laughing long after it's over.
Plus, the clever twist: it's designed to charm both men and women. It slyly speaks to women, nudging them to upgrade their man's scent game, while also giving men a funny and aspirational role model. The ad did wonders for Old Spice's image too, transforming it from grandpa's cologne to the go-to for the modern-day, trendy guy.
LBB> The creative project that changed my career…
Dom> In the early days of BLACKLIST, probably around the end of the first year or the beginning of the second, we won a global development campaign called 'Doing Well By Doing Good' for CNBC and UBS. We produced 17 immersive short films, each aligned with one of the UN's 17 Sustainable Development Goals. Filming took place in exotic locations worldwide, collaborating with inspiring individuals dedicated to making positive changes.
This project not only put us on the map on a global level but also reassured us that we were onto something special with BLACKLIST. Our efforts earned us a World Media Award and a Cannes Lions nomination.
LBB> The work that I’m proudest of…
Dom> I’m a big believer in nurturing our studio culture and championing junior talent. At BLACKLIST we have multiple internships in both London and Amsterdam.
We’re affiliated with several universities in the south coast of England and have been accredited by the SBB in the Netherlands - an organisation, orchestrated by The Dutch Ministry of Education that matches businesses with schools, colleges and universities so that students can receive the best possible practical training in the workplace. Last year we won the GPTW (Great Place To Work) accolade, reaching the top 20 best places to work in the UK. I'm very proud of that.
LBB> I was involved in this and it makes me cringe…
Dom> I was an extra… or a ‘background artiste’ as we like to call it in the game! I did it for three and a bit years during and after university. I did various roles and many different levels of standing in the background… all method standing of course! From Rowan Atkinson and Chiwetel Ejiofor movies, running on a nine-person treadmill for a music video, to singing Little Red Corvette by Prince for a Chevrolet ad… all pretty cringe-worthy stuff but equally also great for storytelling after a few beers!
LBB> The most recent project I was involved in that excited me the most…
Dom> We’ve just been approached to create big impact out-of-home placements to promote the UEFA Champions League and English Premier League that’s going to be shown on a major streaming platform. The project will be across the UK, Scandinavia, Italy, and Germany. Being a football fan, I’m so excited BLACKLIST is working on this amazing project… come on you Saints!
