Live at SXSW Blueprints to create better stories
See the highlights from the entire conversation. The responses to questions have been edited to make sure they are clear.
On writing great characters:
Mark: "Everything starts with writing. The main idea behind the story's start, four office workers screaming in an address that could be described as an address to the crowd, didn't inspire me. The development of characters was a key element in the narrative. The authors spent a significant period of their time thinking about the characters they created in relation to their strengths and weaknesses that they have in common, and what they have in common, and how they complement one another and how they complement each other in the most effective way for each other to create a story that is more enjoyable and entertaining.
We attempted to highlight the weaknesses and flaws of our characters in order to make them more easily understandable. It's all in the authenticity. lies. It is my goal to create something imperfect. This is the reason people look attractive. This is the reason why you like it.
It's important to not consider these films to be ordinary commercials. I like digging up the background of each persona. The more details you offer, the more fascinating. The stories are a detailed account regarding the characters' beginnings as well as the design of production fashion, design, and clothing. It makes it simpler for viewers to comprehend what each character's purpose is. This is the reason I designed the characters that actors to play as well. It is similar to what you experience when watching the film. If you choose to watch through each of the three films, you will start to feel the ongoing effects."
Lawful violations of criminal law
Mark: "My tip would be to engage with people like people. Keep it as honest as possible. Media is well-groomed. Advertising is a process where the edges of characters and narratives are smoothed out. I suggest you oppose that practice and to be courageous enough to share with all the world the truth about what it is.
As an example, in my first film I created with Apple I was able to see the actor taking a sip on the iPad. I allowed the child to take a lick of the tablet. As we set it up everyone was asking "What the hell's he doing?" My children are constantly asking me, "Oh, can we smash this? Can we plan it out? Are I able to make an Ice Cream Mug?" Make it authentic. Re-visit the truth in the story you tell as well as in the tales we tell. That's what draws readers in and makes the stories and characters appealing."
Integrating the product
Mark: "How you see the product of the film is highly thoughtful. The whole thing is tied to the plot. My goal is to include the product as the primary part of each scene. I create a sketch of the product, create scenes around it and then create scenes around it. It's the product that must help us move from here to. If you can integrate your product into a story like that, your product isn't a distraction -- it's a part of the story being shared."
On taking risks:
It is essential that you're willing take risks to ensure a good time and establish a strong connection with your business. I believe that's the main issue: you need to be willing to take chances and build positive connections with those that you're taking on as well. Advertising can be protected or sheltered from that work. When you remove the layers of security that block your ability to interact with others just like individuals."
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