Live from SXSW Blueprints to create better stories
Read on for highlights from the entire conversation. Answers to questions from the interview were edited for brevity.
On writing great characters:
Mark: "Everything starts with writing. The key concept of the story's beginning, four office workers who screamed during a keynote presentation didn't really inspire me. The creation of great characters helped unlock the narrative. The writers spent a great deal of time considering who these characters were, their strengths and weaknesses, and complement one another, and the best way to use these characters to make the story more enjoyable and entertaining.
We tried to show the issues and the character's flaw so that they can be more accessible. The authenticity is where it lies. I try to make everything imperfect, and I love that because it's the reason characters are charming. This is why you love it.
It is important to not treat these films as typical commercials. I love digging deep into the background of each character. The more details, the more interesting. These individual backstories provide information to the character right beginning, including the production design, style, and wardrobe. This makes it easier for viewers to comprehend what each character's role is. This is why I created these characters for the actors to play, and you can feel the same when watching it. I think when you start to watch all three of the films you will start to feel the ongoing effects."
Infractions to the law:
Mark: "My tip would be to talk to people like people. Keep it as honest as possible. The media world is well-groomed. The advertising process in which the edges of the characters and the stories are so sanded back. My advice is to push back on that process and be brave enough to tell the world the way it actually is.
For example, in the very first film I produced using Apple I saw one of my actors licking the iPad. I had this kid lick the tablet and when we were on set, everyone was thinking, "What the hell's he doing?" I'm always telling the kids, "Oh, can we smash this? Do we have a plan? Could I make it an ice-cream mug?" Just make it actual. Come back to finding what's real in your story, and in the tales we are telling. That's what engages people and makes characters and stories charming."
On integrating the product:
Mark: "How you see the film's product is extremely thoughtful. The whole thing is tied to the script. I strive to incorporate the product into the main ingredient in every scene. I sketch around the product, build scenes around it. We need the product to get us from here there. When you integrate the product in a movie like that, then the product isn't just a distraction -- it's one of the stories that you're telling."
On taking risks:
It is essential to be willing to risk for good entertainment as well as establish a strong connection with your brand. It's my belief that's the main issue: you need to be willing to take chances, while also fostering positive relationships with those you're taking risks with, also. Advertising can be protected or sheltered from that work. However, if you remove some layers, you'll be able to communicate with people in the same way as people."