Hot Shots 2026: Sam Rhys

Fortune smiled on Sam Rhys when S4C director of content Llion Iwan (then managing director of Cwmni Da) saw his work at the Celtic Media Festival in 2023 and decided there and then he wanted to recruit him.

“What impressed me immediately was Sam’s instinct for storytelling and his ability to connect with audiences,” says Rhys.

After Sam moved to Nefyn, close to Cwmni Da’s Caernarfon base, he joined the company, going on to work on fast-turnaround documentary Beth yw pwynt yr Eisteddfod? and two series of fact ent series Cysgu efo Ysbrydion.

“Sam has a natural understanding of how to make content feel relevant, energetic and authentic, particularly for younger viewers,” says Rhys. “That combination of creativity and practicality is rare.

“He’s a brilliant example of somebody who has carved out their own path into the industry: he left school, completed training, avoided the traditional university route and went straight into work - and that practical experience has clearly shaped him into an exceptionally capable creative.”

Not least, it seems in knowing how to step in when things go wrong. When one project was at risk of collapsing entirely, Sam’s persistence, editorial instinct and sheer graft is credited with helping to reshape the programme creatively, while securing contributor access that had previously seemed impossible.

Cwmni Da director of content Olivia Simove praises Sam’s drive and creativity – his “can-do attitude combined with genuine instinct and talent”.

She adds: “What makes Sam stand out is his versatility. He is multi-skilled, digitally fluent and editorially sharp across linear too. He understands both traditional television storytelling and the demands of modern digital audiences.

“Sam has a warmth and relatability that make him a huge asset in factual television, where building genuine relationships is everything.”