The effect of noble metal (Pt and Au) nanoparticle photodeposition on a series of NH4F-doped TiO2 photocatalysts calcined at 700 °C was investigated both in a thermodynamically down-hill reaction, i.e. the degradation of formic acid in aqueous suspension, and in an up-hill reaction, i.e. hydrogen production from methanol-water vapour mixtures. All photocatalysts were characterized by BET, XRD, UV-vis absorption and HRTEM analysis. Intriguing synergistic effects of simultaneous bulk and surface TiO2 modification were evidenced in both photocatalytic reactions, which can be interpreted in relation to the structural features of the materials. On one hand NH4F doping guarantees that the most active TiO2 anatase phase is stabilised up to high calcination temperature, ensuring high crystallinity and good photoinduced charge carriers production, on the other hand noble metal nanoparticles contribute in increasing the separation of photoproduced charge carriers, resulting in enhanced photocatalytic performances of the surface- and bulk-modified photocatalyst systems.