Particle6 Productions recruits three new hires and embraces AI

Eline van der Velden's Particle6 Productions, has appointed three new executives and doubles down on its commitment to AI as part of a new growth strategy focused on wide-ranging, screen-based opportunities. BBC Studios alum Zoë Hustwitt joins the team as production manager, ex TRBC Ukraine executive Daria Golubkova joins as a producer/director and former Digitas Moses Rathbone, starts at Particle6 as a production analyst.

Particle6, best known to date for BBC Three comedy series "Miss Holland" and Sky Kids series "Look See Wow!", as well as being the UK production house for massive role-playing game "Genshin Impact", is a forward-thinking and broad-based experimental indie with a passionate belief in research, testing and analytics. Founder Eline van der Velden is now using her creative and scientific backgrounds to recalibrate the business to ensure that it can be screen agnostic, working across a number of sectors to create content that reaches the widest possible audiences, with the biggest impact. Part of that process is fully embracing AI to help streamline tasks, manage workload and generate new opportunities.

Eline van der Velden comments:“Alongside our regular research and testing activity, the use of AI has already played a small part in our company’s development, not least in post, where head of post-production Filip Parulski has used it to transform our processes. Now, I’m actively encouraging everyone else to use it, especially as it has tremendous potential in supporting basic tasks and managing workload. However, as a technology, it is still a little ‘dumb’ and needs clever, forward-thinking people to help shape how it is used for maximum effect across the board – and that’s where Zoë, Dasha and Moses come in as we kick-start this new phase for the business. Together, they bring a mix of traditional and new skills to our team, plus alternative ways of thinking that will keep us cutting-edge in both our creative and commercial approaches, while always remaining very focused on audience impact. AI will, in effect, act as another employee that they can lean into and on to for support, helping to stimulate activity as well as free up capacity.”

Eline continues: “As Particle6 has evolved over time, we have found ourselves working on everything from TV series and educational content to social / digital campaigns and music video to support popular games. As budgets get ever more challenging and the routes to audience ever more complex, we now believe the time is right to formalise this breadth and really grow our expertise as a producer and storyteller for all types of screens. Our mindset is all about working efficiently with our partners and clients to create maximum impact, and the content - whether comedy, kids, drama, gaming video or even a commercial – is the conduit, not the end point. And AI, used effectively, can really help with that.”

Eline van der Velden will be talking about embracing AI at MIPCOM in October, in a MIP Talk entitled “Embracing the AI Revolution in Entertainment: Shaping Human-AI Collaboration in Production”, as well as speaking at Broadcast’s AI Creative summit in November