EXCLUSIVE: British producer Finite Films & TV has appointed Paddy Hughes as Creative Director to shepherd a slate of original branded content.
The BAFTA-nominated Director and Producer – who has worked in television, subscription streaming, digital and commercial content for 20 years – will work alongside Finite founder and executive producer Amy Gardner, and oversee and develop original content partnerships with brands, including projects for digital-first platforms.
Hughes has produced and directed factual entertainment, documentaries and scripted programming for leading distributors such as the BBC, ITV, Channel 4, Disney and Sky. He has worked as a producer and director for the likes of Little Dot Studios, Future Studios and Cowshed Collective.
He has also landed series commissions for UK and U.S. channels such as BBC3 and Fullscreen, the latter being 2015 short-form scripted sitcom Jack&Dean of All Trades, starring Jack Howard and Dean Dobbs with Jessica Hynes. In 2018, he was nominated for a BAFTA for BBC3’s Eating with My Ex.
This year, he has focused on branded entertainment for Channel 4, and working with Left Bank Pictures to develop a digital drama slate and strategy. He also founded Romalo Film&Creative, a production start-up servicing branded production, YouTube and films.
His hire comes after Finite launched an unscripted division, with celebrity competition series Wings & Waves, made in partnership with global sportswear brand North Sails. Hughes will seek to strike similar partnerships in his role.
“Paddy brings an extraordinary level of experience and creative vision,” said Gardner. “His passion for premium storytelling and knowledge of brand-driven content aligns perfectly with our ambitions, and his appointment signals an exciting next phase for growing our branded slate.”
“My career has taken me from traditional television into the fast and ever evolving world of digital and branded content,” added Hughes. “Finite have some really interesting clients and I’m excited to shape genre busting work that pushes creative boundaries.”
Finite’s scripted slate features the psychological horror, The Fears, from Doctor Who director Andrew Gunn, and Ben & Lucy, starring Steven Cree and directed by Cora Bissett. It will co-produce the first English-language feature film from director Anu Menon, titled Two of Us, alongside Bright Pictures. The company recently attached writer Sophia Al-Maria to its TV series The Many Lives of Miss K.