‘Miss Holland’ prodco Particle6 hires BBC Studios, TRBC Ukraine and Digitas trio

LR: Daria Golubkova, Moses Rathbone, Zoë Hustwitt

Gender Bias Riddle and Miss Holland firm Particle6 Productions has landed staff from BBC Studios, TRBC Ukraine and Digitas as it looks to expands its focus on AI.

Zoë Hustwitt joins the team as production manager, Daria Golubkova becomes a producer/director and Moses Rathbone has been appointed production analyst.

Hustwitt was previously a production manager at BBCS, primarily working across music, events and entertainment, as well as factual, current affairs and science. Her credits include working on the BBC’s coverage of musical festival Glastonbury, as well as Later With Jools Holland and The Royal Wedding: Harry & Meghan.

Golubkova was most recently a senior producer and executive producer at TRBC Ukraine, where she worked on local versions of The Masked Singer and All Together Now, while Rathbone was a product strategist at media firm Digitas. Prior to that he worked at Ogilvy as a strategist, focusing on delivering behavioural solutions to client communications problems.

Rathbone and Hustwitt report into Particle6 founder Eline van der Velden, while Golubkova reports into Hustwitt.

Particle6 is behind aforementioned BBC Three duo Miss Holland and Gender Bias Riddle, as well Sky Kids series Look See Wow! and role-playing game Genshin Impact.

It was founded in 2015 and aims to “fully embrace” AI to help streamline tasks, manage workloads and generate new opportunities.

Van der Velden added: “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.”