Live from SXSW Blueprints for more compelling stories
Discover the highlights of the entire discussion. The interview answers are reorganized to be more succinct.
On writing great characters:
Mark: "Everything starts with writing. The premise of the initial storyline, four office workers who screamed in a PowerPoint presentation, was not exactly exciting. However, the development of great characters opened up the plot. We spent a lot of time contemplating who the characters were, their differences and compliment each other, and the ways we can work together to make the story fun and entertaining.
We wanted to share our view of the situation as well as the shortcomings of every person so that they can be accepted. This is where the authenticity is where it comes into. I try to make things imperfect, and I think it's part of the reason why these characters are famous. This is the reason why you enjoy it.
It is important not to think of these films as normal commercials. I love digging deep into the story behind each character. More details are better. The individual backstories give specific information about each character starting at the very beginning. The fashions as well as the production style. It helps viewers be aware of what characters do on screen. This is why I design these characters to allow actors to take on. You will notice this in the films that you view. I think when you start to look at these three films, you start to notice the constant impact."
If you break the rules:
Mark: "My tip would be to be to engage with those who have the same values as you do. Stay true to your beliefs. Advertising is extremely well-maintained. This is the process in which characters and stories are reshaped and edges of characters are trimmed so that they are reshrunk. The best advice I can offer is to fight to against the odds, and not hesitate to share with people around you what the truth is.
In the very first film I made using Apple I saw a person who was taking a bite of the tablet. The kid was licking the tablet, and everybody is thinking, "What the hell's he doing?" I'm constantly saying "Oh could we break this? Can we think of a solution? Could I make it into an ice cream mug?" Make it as authentic as possible. Find the truth in the story and the stories that we tell. This is what keeps the audience intrigued and also making the stories and characters enjoyable."
If you integrate the product
Mark: "How you see the final product of the film has been carefully considered. It is all tied to the story. My aim is to develop the product as the primary element in every scene. I write about the product and create scenes that revolve around the product. It's the product that needs to get us from this point to there. When you integrate the product in a narrative like that, the product isn't gratuitous It's part of the story is being described."
On taking risks:
It is essential that you are willing to put your money on your own life for fun in addition to establishing the foundation of your company. My opinion is that this is the main factor to consider. You must be prepared to risk, while also fostering strong bonds with people whom you're taking on in addition. Advertising is shielded or protected from this work. If you take off certain layers, you'll be able communicate with others in the similar way that individuals."
The article was first seen this site
Article was first seen on here