Live from SXSW: Blueprints for better stories
Find the best parts of the entire interview. Questions that were asked in the interview were altered to be more succinct.
On writing great characters:
Mark: "Everything starts with writing. At the tale's beginning, four office workers chatting on the stage for a presentation was not at all stimulating. It was the process of making characters was the key to unlocking the story. It was a fun time thinking about what these people looked like, the ways they differ and complement one another, and the best way you could make use of the characters in order in a way that is entertaining and humorous.
We wanted to show our characters' weaknesses and flaws so that they could be more acceptable. In this way, authenticity is a factor. The goal of mine is to be a perfectionist and then be happy about it, because this is what makes people charming. This is why you love it.
It is important to not take these films as normal commercials. I love digging deeper into the individual's life story. More details are more interesting. Each backstory provides specific information about the characters from the starting, which includes their appearance, the production style and clothes. It is easy for the audience to understand each character represents on screen. Therefore, I make the characters actors play and also feel the same when watching the films. If you start looking at all three of the films you will start to notice the constant effect."
On breaking the rules:
Mark: "My tip would be to speak to individuals who are similar to yours. Make sure to be as transparent as you can. Media is quite complex. This method removes the boundaries of characters, and story is obliterated. The most effective advice I can give you is to get away from the process, and then be sure to communicate what you have learned with others in the same way it is.
The first film I made, which I co-produced in conjunction with Apple I saw one person licking the tablet. The kid was licking the tablet while the camera crew was thinking, "What the hell's he doing?" I'm always reminding them "Oh could we do something about this? Have we got a strategy? Do I have the ability to utilize this strategy as an alternative to a coaster?" Simply make it real. Look for the truth within our stories, the narratives that we tell. That's what draws people to stories and characters lovable."
In the event of integrating the product
Mark: "How you see the final product of the film is highly carefully thought out. The whole film is built upon the plot. My goal is to integrate products as the principal component in each scene. I do my research on the product and create scenes with the product. The product must help us move from one place to the next. If you include the product in a movie similar to this, the product doesn't serve as an interruption, but component of the narrative the film is telling."
On taking risks:
You have to take risks to enjoy yourself and establish a relationship with the business you run. It's my belief that's most essential to accomplish is to be prepared to take chances and also build positive relations with people whom who you are taking chances with in addition. Advertising is usually covered or obliterated from the job. If you take away some of the layers, it is possible to interact with others in the same way as the other people whom you speak to."
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