Live from SXSW: Blueprints for better stories
Discover the highlights of the entire interview. Answers to questions from the interview were altered to be more succinct.
On writing great characters:
Mark: "Everything starts with writing. The idea at the story's beginning, four office workers talking on a keynote presentation, wasn't at all stimulating. The process of creating characters was a key to unlocking the story. We had a great moment thinking about what these people looked like, how they contrast and compliment each other, and how to use the characters to make something entertaining and funny.
We wanted to present our characters' weaknesses and their faults to be more acceptable. That's where authenticity comes in. My goal is to make everything imperfect, then I be proud of it because that's the thing that makes people charming. This is why you love it.
It is important to not consider these films to be typical commercials. I love digging deeper into every individual's story. More details are more interesting. These individual backstories provide information to the characters right starting, which includes the appearance, production design and clothing. The audience can understand who each character is in the screen. So, I create the characters that actors to inhabit as well as feel the same when watching it. When you begin to look at all three of the films you will start to sense the constant effects."
On breaking the rules:
Mark: "My tip would be to speak to individuals similar to you. Keep it as honest as you possibly can. The world of media is very sophisticated. It is a method that cuts off the edges of characters and the stories are removed. The most effective advice I can give you is to push away from the process, and be confident to share with the world the way it really is.
My first film, which I co-produced with Apple, I had an individual lick the tablet. The kid was licking the tablet and the camera crew is contemplating, "What the hell's he doing?" I'm constantly reminding them, "Oh, can we crush this? Have we got a strategy? Do I have the ability to use it as an alternative to a coaster?" Simply make it real. Find the truth in the narrative, the stories we share. This is what draws people in and makes tales and characters lovable."
When integrating the product
Mark: "How you see the film's product is very considered. The entire film is based upon the plot. My goal is to integrate the product as the primary ingredient in every scene. I research the product and then create scenes using the product. The product must help us get from here to there. If you include the product into a film similar to that, the product doesn't serve as an interruption, but component of the narrative you're telling."
On taking risks:
You have to take risks for good entertainment and also develop a rapport with your business. It's my belief that's the main thing you need to do is be willing to take chances as well as build positive relationships with those you're taking risks with, as well. Advertising is usually covered or obliterated from the job. However, if you remove some of the layers, you are able to engage with others in the same manner as other the people you talk to."
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