Hugo Ward owns Cucu Creative, a content-marketing agency based in London that works with global brands to help them tell powerful stories through film. He leads a talented team of journalists, filmmakers, animated-graphic designers, editors, producers and audience-engagement specialists to produce content for companies in industries including financial services, cryptocurrency, pharmaceuticals and telecommunications.
Hugo is an accomplished documentary maker, having previously made dozens of programmes for Channel 4’s Dispatches and Unreported World, working in over 20 countries, including Afghanistan, Haiti and Indonesia. He has also profiled an array of people through film, from the Dalai Lama to Tony Blair. He also launched and grew Economist Films, which as the name suggests is the film division of The Economist.
Hugo attended Prestfelde from 1988 to 1993 and followed in the footsteps of his older brother, James, who left the school the year before Hugo joined, and also his godfather who attended Prestfelde in the 1950s.
Hugo grew up on a farm in Monkhampton, Shropshire, but following the sad death of his father when he was still relatively young, his mother – a physiotherapist who worked all over the county – decided to move the family to Bridgnorth.
When Hugo came to Prestfelde, Mr.Trimby was the Headmaster, and while his memories of our former Head are fond ones, he also recalls him as being a man who ran a very tight ship! As Hugo puts it:
“He instilled a level of discipline at the school that you wouldn’t see today, but that was a good thing because it meant that everyone knew where they stood and, crucially, which teachers should be avoided when they were in a bad mood!”
Reflecting on his time at Prestfelde, Hugo recalls what a happy place it was and how he and his peers felt free to be themselves.
His fondest memories are of the summer term, while boarding at Highfields House:
“I loved playing cricket outside until dusk and having the freedom to roam the school alongside your best mates. We seemed to pack in so many activities: school plays, choir, lessons, gardening and a full range of after-school clubs. But, for me, drama was the real highlight. I specifically remember a drama class in 2B where I must have impressed Mrs. Partridge, because she seemed to recognise my passion for the stage and from that point onwards I didn’t look back! We had so much fun performing ‘A Little Matter of Murder’, written by Mr. Dyfnault, and ‘ A Little Shop of Horrors’, directed by Mr. Lund. I recall that the DT department even made a man-eating plant for that production!”
As a keen sportsman, Hugo concedes that he probably did most of his learning on the sports field. As he recalls:
“We had an incredibly talented, unbeaten 1st XI football team. Mr. Trimby didn’t miss the chance to take us on a tour to ‘The South’. Among the schools we played was Ludgrove, where Princes William and Harry were boarding. On the first night staying in one of the dorms, we were caught by surprise when a group of much younger boys invaded carrying pillows. They were led by a little ginger lad: Prince Harry! The next day the Ludgrove Headmaster introduced Prince Harry to Mr. Trimby, who asked the young prince who he’d be supporting. Without dropping a beat, Prince Harry promptly replied “Prestfelde, because they’re a great bunch of lads””.
An active member of the Normans House, Hugo eventually went on to become Head Boy – something that he is still proud of (even at the age of 44) because he was one of the first non-scholars in the school’s history to hold this position.
After leaving Prestfelde, Hugo went on to join Shrewsbury School, where he spent five happy years as a boarder in Severn Hill. After that he was determined to travel and so worked in a car mold factory in Telford and took on as many shifts as he could in local pubs to raise the necessary funds. His long-anticipated trip was to Africa, where he and a close friend from Shrewsbury journeyed overland from Cape Town to Tel Aviv during the course of nine months – although they had to fly over Sudan due to the civil war there at the time.
After returning from his travels, he studied at Bristol University and after graduation was lucky enough to secure a spot on the BBC News Scholarship Scheme. This led to a range of opportunities, including covering the Athens Olympics while reporting for BBC Radio 5 Live and LBC.
At the time, Hugo’s Australian girlfriend had an opportunity to return home, so he followed her to Sydney and spent three years working for various TV networks as a reporter and as a News Programme Editor for a breakfast show. When he returned to the UK, he finally broke into documentary filmmaking, which was where he had always wanted to end up.
As Hugo explains, his desire to become a documentary maker was formed at an early age:
“At around the age of 12, after watching a lot of Michael Palin travel documentaries, I became determined to pursue a career as a documentary filmmaker and a journalist, and when I returned from Australia I finally realised my dream by landing jobs directing films for a range of broadcasters, including Channel 4, the BBC and Discovery, to name a few.”
So how does Hugo now look back on his time at Prestfelde?
“This is an easy one to answer. Prestfelde gave me a deep-seated confidence and has formed the foundations of everything I have gone on to achieve. Maybe I’m being a bit ‘rose tinted glasses’, but my time at Prestfelde really was one of the happiest of my life. It was, and remains, one of the leading prep schools in the country. It was a place where making mistakes was part of the journey – where you could fail, learn, and grow in confidence, always surrounded by exceptional teachers who you knew had your best interests at heart.”
“The impact Prestfelde has had on my life truly became clear only a few years ago, when I was touring prep schools in Hampshire with my own children. At a time when I needed support the most, the staff at Prestfelde were there for me. They fostered an environment where we were free to be ourselves, and in turn we gained the confidence to always strive for our best. These values became the foundations on which I’ve built my life.”
And does Hugo keep in touch with any of his old school friends?
“Yes, I do stay in touch with a bunch of old friends from Prestfelde”, he says. “In fact, I recently did a 50-mile hike with a group of Old Prestfeldians, scaling 15 of the highest summits along the Welsh border. We had to walk through the night and there was a lot of chat; most notably about the happy memories of our collective time at Prestfelde!”
“To any old boys or girls out there who are not currently members of the Old Prestfeldians Society, I would urge you to sign up as it’s one of the easiest ways that you can help to ensure that the school continues to thrive. I also think it offers a fantastic opportunity to create a powerful network to help Old Prestfeldians for decades to come.”
Thank you to Hugo for sharing such a fascinating insight into his life.