Live from SXSW Blueprints for more compelling stories
Find out highlights from the entire conversation. Answers to questions from the interview were modified to be concise.
On writing great characters:
Mark: "Everything starts with writing. The premise of the story's beginning, four office workers who screamed during a keynote presentation didn't really inspire me. But building great characters unlocked the story. We spent a lot of time contemplating who the characters were, how they contrast and compliment each other, and how we could use the characters to create something enjoyable and entertaining.
We tried to show the issue and every character's flaw to make them more relatable. The authenticity is where it is in. My goal is to make everything imperfect, and I love that because that's what makes characters loved. This is why you love it.
It is important to not consider these films to be typical commercials. I enjoy digging into each character's backstory. More details are more interesting. These individual backstories provide information to the characters right beginning, including production, design, wardrobe. This makes it easier for viewers to comprehend who each character is onscreen. So, I create these characters for actors to come and inhabit, and you can feel this when you watch the film. If you decide to watch these three movies, you really begin to experience the continuous effect."
On breaking the rules:
Mark: "My tip would be to talk to people like people. Make sure to be as authentic as is possible. So much of the marketing world has been neatly arranged. You go through that advertising process in which the edges of the characters and the stories are so sanded back. My advice is to push away from that process and don't be afraid to tell the world the way it actually is.
In the first film I ever did in collaboration with Apple, I had a guy lick the iPad. I made this kid touch the tablet, and later when we were on set, everyone was looking at each other and saying, "What the hell's he doing?" I'm always telling the kids, "Oh, can we break this? Do we have a plan? Could I make it a coaster?" Just make it authentic. Keep looking for the truth behind the story, and in the tales that we are telling. That's what engages people and makes the characters and stories endearing."
When integrating the product
Mark: "How you see the products in these films is extremely thoughtful. All of it is based on the script. I strive to make the product the main ingredient in every scene. I create a story about the product and then create scenes around it. We need the product to help us get from here to there. When you weave the product in a movie such as this, the product isn't just a distraction as it's a part of the story that you're telling."
On taking risks:
It is essential to be willing to risk to make good entertainment and to create a connection to your brand. It's my belief that's the main aspect: you must be willing to take risks, but also nurture positive relationships with those that you're taking chances with as well. Advertising can be shielded or protected from the work. However, if you remove some layers, you can speak to people like people."