Channel 4 has commissioned its first social branded entertainment series for Channel 4 Sport’s digital channels, partnering with sailing brand North Sails on Force of Nature, a three-part series produced by Finite Films & TV.
The series pits three professional North Action athletes against each other in a set of wind-powered challenges shot on the Portuguese coast, with kiteboarder Cohan van Dijk, wing foiler Noé Cantaloube and windsurfer Pierre Mortefon competing for speed, height and tricks. Channel 4 Formula 1 presenter Ariana Bravo provides commentary. Paddy Hughes directs for Finite Films & TV.
Force of Nature premieres on Channel 4 Sport’s YouTube channel (3×10′) from 16 July, with highlights across the brand’s TikTok, Instagram and Facebook accounts.
The commission comes from Channel 4’s Partner Lab, the broadcaster’s in-house creative partnerships team, whose previous projects include Summer Unboxed with Maisie and Joel for Boots and Jon Snow: A Last Big Story with Alzheimer’s Society. Sam Hicks, Head of Advertiser Strategy at Channel 4, pointed to audience response to Paralympic Games and EuroHockey Championships coverage on the broadcaster’s social channels as evidence of appetite for more sport content in those environments.
Hanz McDonald, Digital Commissioning Executive at Channel 4, described the series as a first-of-its-kind contest for the Sport social channels. Amy Gardner, Founder of Finite Films & TV and the show’s Creator and Executive Producer, said the commission continues the indie’s existing relationship with North Sails and reflects growing UK appetite for premium sports content across linear and digital. Klaus Warkentin, Chief Commercial Officer at North Action Sports, said the format allows the brand to introduce new audiences to wind-powered sports.
