Live from SXSW: Blueprints for better stories
Read on for highlights from the full conversation. The answers to the interview have been altered to make them more concise.
On writing great characters:
Mark: "Everything starts with writing. The key concept behind the original story, four office workers droning away during a keynote presentation didn't really inspire me. The creation of great characters helped unlock the plot. We spent lots of time contemplating who the characters were, their strengths and weaknesses, and complement one another, and how we could use these characters to make the story more entertaining and funny.
We tried to show the issue and every character's flaw to make them more acceptable. This is where authenticity is in. I try to make everything imperfect, and I love that since that's what makes people charming. It's the reason you like it.
It is important to not consider these films to be typical commercials. I love digging deep into each character's backstory. More details are better. Those individual backstories inform the characters right from the start including: production, design, wardrobe. This makes it easier for viewers to comprehend what each character's role is. Therefore, I make these characters to allow actors to come and inhabit You can sense this when you watch the film. I think when you start to look at these three movies, you begin to experience the continuous impact."
For breaking the rules:
Mark: "My tip would be to speak to people who look like you. Be as truthful as possible. So much of the media world is manicured. The advertising process in which the edges of characters and stories are sanded away. My advice is to push back on that process and never be afraid to show the world as it really is.
In the very first film I made in collaboration with Apple I had a guy lick the iPad. The kid was licking the tablet, and later when we were on set, everyone was like, "What the hell's he doing?" I'm always telling the kids, "Oh, can we crush this? Do we have a plan? Could I make it a coaster?" Just make it real. Come back to finding the truth in the story, and in the tales that we tell. This is what draws people in and makes the characters and stories endearing."
On integrating the product:
Mark: "How you see the film's product is very considered. All of it is based on the writing. I attempt to incorporate the product into an integral part of each scene. I create a story about the product and then create scenes with the product. The product must help us get from here to there. When you weave the product in a movie such as this, it's not gratuitous It's one of the stories that you're telling."
On taking risks:
You have to take risks to make good entertainment and establish a strong connection with your business. This is my opinion as the most important aspect: you must be prepared to take some risks, but also nurture positive relationships with those that you're taking chances with as well. Advertising is often shielded or protected from the work. If you take off some layers, you'll be able to speak to people like people."