ITV: The Patriarch; The Guvnor

Uncommon has unveiled its first work for ITV since being appointed last year to work alongside ITV Marketing and ITV Creative on future-facing brand strategy.

Great Characters Make Great Drama is a two-spot campaign celebrating the impact great drama has on people's lives beyond the screen, with each film exploring a different character archetype. Both films were helmed by documentary and feature filmmaker James Marsh (The Theory of Everything, Man on Wire and The Night Of) through Pulse Films. 

The Patriarch [top] follows the battle-worn DI Fred Thursday, from ITV crime drama Endeavour, trapped in a woodland siege with only one way out, while DCI Vera Stanhope from the ITV series Vera is seen briskly tackling a crime scene in The Guvnor [below]. Both characters break the fourth wall, speaking directly to the viewer about how they work, what fuels them and ultimately why they make such a lasting impact.

Stay tuned for a Q&A with Uncommon's Nils Leonard and Marsh later today.