Live from SXSW: Blueprints for better stories

Find out highlights from the whole conversation. Interview answers have been modified to be concise.

On writing great characters:

Mark: "Everything starts with writing. The key concept behind the original story, four office workers droning away in a presentation wasn't exactly inspiring. However, creating great characters opened up the story. We spent a lot of time thinking about who these people were, how they contrast and compliment each other, and what we can do with them to make it fun and humorous.

We wanted to present the issue and every person's faults so that they can be more acceptable. That's where the authenticity is in. I strive to make things imperfect and celebrate that, because it's the reason characters are lovable. It's the reason you like it.

The key is to not consider these films to be typical commercials. I like going deep into the back story of every character. More details are better. These individual backstories provide information to the characters right from the start including: fashion, production, and design. This makes it easier for the audience to understand who each character is onscreen. So, I create these characters for actors to inhabit You can sense this when you watch the film. I think when you start to look at the three films, you start to sense the continual impact."

For breaking the rules:

Mark: "My tip would be to speak to people like people. Make sure to be as authentic as you can. The advertising world is well-groomed. You go through that advertising process in which the edges of stories and characters are so sanded back. The best advice I can give you is to push against that process, and never be afraid to tell the world the way it really is.

In the first film I ever did with Apple I had an individual lick the tablet. I had this kid lick the iPad and then the crew is thinking, "What the hell's he doing?" I'm always telling them, "Oh, can we smash this? Could we come up with a solution? Could I make it an ice-cream mug?" Just make it authentic. Come back to finding the truth behind the story, and in the tales that we are telling. That's what engages people and makes characters and stories enjoyable."

On integrating the product:

Mark: "How you see the film's product is very considered. The whole thing is tied to the story. I strive to make the product the main ingredient in every scene. I write about the product and then create scenes around the product. We need the product to get us from here there. When you integrate the product in a movie such as this, it's not gratuitous It's part of the story that you're telling."

On taking risks:

You have to take risks for good entertainment as well as establish a strong connection with your brand. This is my opinion as the most important thing: you have to be ready to take chances, while also fostering strong relationships with the people you're taking risks with, also. Advertising can be protected or sheltered from that work. But if you peel back some of the layers, you will be able to communicate with people in the same way as people."