ITV, Where Drama Lives

  • Agency/Production Company ITV Creative;
  • Director Siri Bunford;
  • Executive Creative Director Phil Lind

MPC merges characters from past and present in ITV’s new brand film

The latest ‘Where Drama Lives’ ident was created in-house at ITV and directed by Siri Bunford. MPC handled all VFX, including the seamless transitions between old and new footage.

The spot shows stars of current ITV dramas, including Downton Abbey, Doc Martin and Mr Selfridge alongside characters from classic programmes including Poirot, Prime Suspect and Inspector Morse. MPC’s VFX team, led by Hugo Saunders, worked with ITV to rescan original 16mm negative from their archives. Colourist Jean-Clement Soret re-graded the footage, which was also cleaned to match the newly shot 35mm footage.

MPC was involved extensively in pre-production, sorting through the huge amounts of archive footage to see what would be suitable for the spot. Hugo said, “We got a bit nostalgic watching reams of old programming, selecting parts that had the best angles and specs. The biggest challenge were the head replacements - the lighting between the re-graded footage and shot footage needed to be an exact match for it to be successful."

Filming took place in Langleybury Mansion in Hertfordshire, where MPC advised on the best camera moves and the lighting conditions. 

Actors were chosen to match the characters from archive footage, including John Thaw from ‘Morse’ and Hercule Poirot played by David Suchet. Head replacements were then composited onto the body doubles, precisely matching the action.

Helen Mirren, as DCI Jane Tennison in ‘Prime Suspect’ required her full body to be rotoscoped. The team then treated each frame and composited her into the sequence.

Matte painting was utilized to create the final shot, depicting the outside of the house in studio.


  • Agency/Production Company ITV Creative
  • Director Siri Bunford
  • Executive Creative Director Phil Lind

  • Creative Director Tony Pipes

  • Executive Producer Katie Carew
  • Producer Dawn Christy
  • DoP Bob Pendar-Hughes
  • VFX Producer Paul Branch
  • VFX Supervisor Hugo Saunders
  • VFX Team Shizuka Fukuda , Dan Sanders, Richard Bainbridge, Adam Leary
  • Grade MPC
  • Colourist Jean-Clement Soret
  • Digital Production Supernatural

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