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Indie Summit
Sam Grace

Sam Grace

Creative Director, Boom Cymru

Sam Grace is Creative Director of Boom (part of ITV Studios) and is a double BAFTA winning producer (The Choir, Big Zuu’s Big Eats.) He was born and raised in Cardiff but moved to London to pursue a freelance TV career with directing credits including The Apprentice, Undercover Boss, Long Lost Family and The Choir.  As broadcasters looked to increase their commissioning in the nations and regions, Sam returned to Wales from where he has produced over 100 hours of network content including five seasons of the Broadcast Award winning Extreme Cake Makers (Channel 4), Michel Roux’s Hidden Restaurants and Michel Roux’s Risk Business (also Channel 4.) In 2021 Sam joined Boom and is responsible for all network unscripted content including three seasons of Big Zuu’s Big Eats (UKTV), Skin A&E (Channel 5), Alan Carr’s Adventures With Agatha (More4) and Hot Cakes (BBC Three).