Live from SXSW Blueprints for more compelling stories

Find out 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 premise of the story's beginning, four office workers who screamed on a keynote presentation, was not exactly thrilling. The creation of great characters helped unlock the plot. We spent a lot of time considering who these characters were, how they contrast and compliment each other, and what we can do with these characters to make the story more enjoyable and entertaining.

We wanted to present the problem and each character's flaw so that they can be more relatable. This is where authenticity comes in. I try to make everything imperfect, and then celebrate it, since that's what makes people loved. This is why you love it.

It is important to not treat these films as typical commercials. I enjoy digging into the background of each character. The more information, the better. Those individual backstories inform the character right at the beginning. This includes the production design, style, and wardrobe. This makes it easier for the audience to understand what each character's role is. Therefore, I make these characters for the actors to come and inhabit, and you can feel this when you watch the film. If you decide to watch the three films, you really start to sense the continual impact."

For breaking the rules:

Mark: "My tip would be to speak to people like people. Be as truthful as possible. So much of the media world is manicured. It's a process where the edges of the characters and the stories are sanded away. I would suggest pushing against that process, and be brave enough to tell the world the way it really is.

For example, in the first film I ever produced in collaboration with Apple, I had an individual lick the tablet. The kid was licking the iPad and then 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 break this? Could we come up with a solution? Can I use it as an coaster?" Just make it actual. Return to the truth in the writing, the stories that we share. That's what engages people and makes stories and characters enjoyable."

On integrating the product:

Mark: "How you see the products in these films is very considered. The whole thing is tied to the writing. I strive to make the product a key ingredient in each scene. I create a story around the product, build scenes around it. It's the product that needs to get us from here there. When you integrate the product into a film such as this, it's not a gimmick -- it's one of the stories you're telling."

On taking risks:

It is essential to be willing to risk for good entertainment as well as to create a connection to your company. It's my belief that's the main thing: you have to be ready to take risk, and also build strong relationships with the people who you are taking on risk with as well. Advertising is often shielded or protected from the work. But if you peel back some of the layers, you will be able to talk to people just like them."