Watch live on the SXSW Blueprints. SXSW Blueprints for more compelling stories
Learn about the highlights of the full discussion. The answers to the interview have been altered in order to make them clearer.
On writing great characters:
Mark: "Everything starts with writing. The tale's starting point, four office workers who shouted at the top of a speech, wasn't exactly exhilarating. The creation of great characters helped unlock the plot. The writers spent lots of time thinking about who these characters were in relation to each other, how they compare and compliment each other, and what we can do with these characters to make the story more engaging and fun.
We wanted to highlight the issues and the person's fault to make them more accessible. This is where authenticity comes in. My goal is to make everything perfect, then I celebrate it, since that's why people love it. That's why you like it.
It's important not to treat these films as typical commercials. I like digging to the roots of each character. The more details more, the more interesting. Those individual backstories inform the character right at the very beginning. This includes the production design, style, and the wardrobe. It makes it simpler for viewers to grasp what each character's role is. Therefore, I make these characters for actors to play this world, and it is evident this as you watch the film. When you watch the films in three parts and you begin to feel the impact that is constantly present."
If you break the rules:
Mark: "My tip would be to engage with individuals who are like you. Be as truthful as possible. The media industry is manicured. This is a method where the edges of characters and stories are cut away. I suggest that you push against that process, and be brave enough to reveal to the world the way it truly is.
For example, in the first film I ever created in conjunction with Apple, I had an individual lick the tablet. He was wiping the iPad , and later the crew is watching each other and asking, "What the hell's he doing?" I'm always saying "Oh, can we break this? Could we come up with a solution? Do I have the ability to use it as coasters?" Just make it actual. Restore the authenticity of our writing and the stories which we share. That's what engages people as well as makes tales and characters entertaining."
When integrating the product
Mark "How you see the items in these films is highly considered. The whole thing is tied to the script. It is my goal to create the product into the main ingredient in every scene. I make a narrative around the product, build scenes around the product. The product is what's needed to get us there. If you incorporate the product into a film such as this, it's more than just a device to be used as a gimmick, it's part of the stories you're telling."
On taking risks:
It's essential to be willing to risk to enjoy a good time as well as to create a connection to your company. My belief is that's the main thing is to be prepared to risk it all and build lasting connections with those you are taking on risk with. Advertising is usually shielded and shielded from job. However, if you remove some of the layers, you'll be able to converse with the same people as them."
This post was first seen on here