Live from SXSW Blueprints to create better stories
Check out the highlights of the entire conversation. The answers to the questions in the conversation were edited to ensure clarity.
On writing great characters:
Mark: "Everything starts with writing. The key concept of the story's beginning, four office workers screaming in a speech that was a keynote didn't really inspire me. The creation of great characters helped to unlock the story. The writers spent a great amount of time thinking about the characters they were in terms of their strengths and weaknesses that they share, how they compliment one another in the best manner for them in order to make the story more entertaining and enjoyable.
We attempted to highlight the flaws and character's weaknesses to be more easily understood. The authenticity is where it is. I try to make everything imperfect. I love this as it's what makes people are attractive. It's the reason you love it.
It's crucial not to think of these films as normal commercials. I enjoy digging into the history of every persona. The more information you can provide, the more interesting. The individual stories provide details on the character's beginnings, including the production design fashion, design, and clothing. 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 as well. You can experience similar when watching the film. If you decide to go through each of the three films, you will start to feel the ongoing effects."
Criminal violations of the law
Mark: "My tip would be to speak to people like people. Keep it as honest as possible. Media is well-groomed. Advertising is a process where character edges and stories are sanded back. I would advise you to rebuke that process and be brave enough to share with the world what really is.
As an example, in my very first movie I created with Apple I observed an actor taking a lick of the tablet. I let this child lick the tablet. When we set up everybody was wondering "What the hell's he doing?" I'm constantly telling my children, "Oh, can we smash this? Are we able to plan it out? Do I have the ability to make an ice cream mug?" Make it real. Re-visit the truth in the story you tell, as well as within the stories we're telling. This is what draws people in and makes the characters and tales charming."
In integrating the product
Mark: "How you see the film's product is extremely considerate. It's all tied to the story. I strive to incorporate the product as the primary component of every scene. I draw around the product, build scenes with it, and create scenes around. It's the product that needs to help us get from this point to. When you integrate your product into a story similar to that, then the product doesn't serve as a distraction -- it's one of the stories that are being told."
On taking risks:
It is essential that you are willing to gamble to enjoy a good time as well as create a lasting connection to your business. I believe that's the main issue: you need to be willing to take chances, while developing positive relationships with those that you're taking on as well. Advertising can be protected or sheltered from that work. If you take off the layers of protection that block your ability to interact with others just like individuals."
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