Helping a broadcast brand become a content creator.

Channel 4 was ready to shake up the world of content creation. They launched Channel 4.0—a bold new platform promising to be the home for the freshest, most unfiltered content from the UK’s biggest creators.

Off the back of the groundbreaking work I led with FootAsylum and Sports Direct, Channel 4 tapped my team to help them craft the future of creator-driven entertainment. We rolled up our sleeves to develop daring new formats and pilot episodes that broke the mold. The mission? Simple but radical: go where Channel 4 couldn’t. This wasn’t about recycling TV clips or playing it safe. Channel 4.0 was designed as a no-holds-barred playground where creators could unleash their wildest, most unconventional ideas, and captivate a whole new generation of viewers.