Paddy Hughes has joined U.K. indie Finite Films & TV to boost its branded content activities.
Hughes, whose credits include BBC Three’s Eating with My Ex and Channel 4 and Vinted’s Second Hand Style Up, has been named as creative director to support Finite’s slate of original branded content. Hughes will work with Amy Gardner, Finite Films & TV’s founder and executive producer, to develop content with brands, including projects for digital-first platforms.
The move follows Finite Films & TV’s expansion of its unscripted division earlier this year with Wings & Waves, produced in partnership with sportswear brand North Sails.
“Paddy brings an extraordinary level of experience and creative vision,” Gardner said. “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.”
Hughes added: “I’m thrilled to be joining the team at Finite. My career has taken me from traditional television into the fast and ever-evolving world of digital and branded content. Finite has some really interesting clients and I’m excited to shape genre-busting work that pushes creative boundaries.’
