Finite Films & TV Expands Branded Content Strategy

Finite Films & TV is expanding its branded content strategy with the hiring of Paddy Hughes (Eating with My Ex, Second Hand Style-Up) as creative director to support its slate of original branded content.

Hughes is a BAFTA-nominated director and producer and has worked in television, SVOD, digital and commercial content for 20 years. He 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, Barcroft Studios, Future Studios and Cowshed Collective.

In 2025, Hughes continued to direct and produce branded entertainment for Channel 4, working with Left Bank Pictures. He also founded Romala Film&Creative, a production startup servicing branded production, YouTube and film.

Working alongside Amy Gardner, Finite Films & TV’s founder and executive producer, Hughes will oversee and develop original content partnerships with brands, including projects for digital-first platforms.

Earlier this year, Finite Films & TV announced the launch of its unscripted division with a new original celebrity competition series, Wings & Waves, in partnership with the global 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 commented, “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 have some really interesting clients, and I’m excited to shape genre-busting work that pushes creative boundaries.”