Live from SXSW Blueprints to create better stories
Check out the highlights of the full chat. 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. But building great characters unlocked the plot. The writers spent a great deal of time thinking about who these people were, how they contrast and complement one another, and what we can do with the characters to create something entertaining and funny.
We wanted to present the issue and every individual's weaknesses so that they can be more accessible. The authenticity is where it is in. I strive to make things imperfect and celebrate that, because it's the reason characters are charming. That's why you love it.
It is important to not consider these films to be typical commercials. I enjoy digging into the back story of every character. More details are better. These individual backstories provide information to the character right at the beginning. This includes the production design, style, and wardrobe. This helps the viewers to know the character they are watching. So, I create these characters to allow actors to come and inhabit, and you can feel that when you watch it. If you decide to look at all three of the films you will begin to experience the continuous effects."
Infractions to the law:
Mark: "My tip would be to talk to people who look like you. Keep it as honest as possible. The advertising world is neatly arranged. It's a procedure where the edges of stories and characters are so sanded back. I would suggest pushing against that process, and don't be afraid to show the world as it is.
In the very first film I made with Apple I had a guy lick the iPad. I had this kid lick the tablet, and later we're on set and everyone's looking at each other and saying, "What the hell's he doing?" I'm always telling them, "Oh, can we crush this? Can we think? Could I make it a coaster?" Just make it authentic. Come back to finding the truth in the writing, the stories that we are telling. It's what makes people want to listen and makes characters and stories charming."
In integrating the product
Mark: "How you see the product in these films is extremely thoughtful. It all comes back to the script. I try to incorporate the product into a key ingredient in each scene. I write about the product, then build scenes around it. We need the product to get us from here there. When you integrate the product in a movie such as this, it's not a gimmick It's one of the stories that you're telling."
On taking risks:
There's no better way to test your limits to make good entertainment and build a relationship with your business. It's my belief that's the main thing: you have to be willing to take risk, and also build strong relationships with the people that you're taking chances with too. Advertising often gets protected or sheltered from that work. However, if you remove some layers, you can talk to people just like them."