Nici Hofer

Artistic Director , New Commercial Arts

Nici is Artistic Director and an agency founder at New Commercial Arts. Originally from Austria, Nici was one of the first creative hires at adam&eve when the agency was founded in 2008. She was quickly promoted to Head of Art and oversaw the agencies art directional output for a whole host of clients including John Lewis. When the agency merged with DDB, Nici continued in her Head of Art role but also founded the fashion photography business Nici + Karin. The duo have shot for magazines like Vogue and for brands such as Adidas. Her multifaceted experience across advertising and photography equipped her to be a key member in the launch of Equal Lens, an ongoing initiative and platform to redress the gender imbalance in commercial photography. In 2020, Nici and the other founding partners launched NCA London. At the agency Nici oversees the art directional output across all clients, as well as running her own pieces of business.