The live feed at SXSW Blueprints for more compelling stories
Find out highlights from the entire conversation. The answers to the questions asked during the interview were edited in order to be clear.
On writing great characters:
Mark: "Everything starts with writing. The story's premise is that at its starting point, four office workers who screamed during a keynote presentation was not a great inspiration for me. But building great characters unlocked the story. We spent plenty of time contemplating who the characters were, how they contrast and compliment each other, and how we could use our characters to come up with an enjoyable and engaging story.
We tried to show the flaws and the individual's flaws so that they could be more acceptable. It's all about authenticity. is in. My goal is to create imperfection in everything which I enjoy since that's why characters are beloved. That's why you like it.
It's crucial not to take these films for normal commercials. I enjoy digging into each character's backstory. More details are more interesting. These individual backstories provide details about the character's starting from their beginnings, such as production fashion, and design. It makes it simpler for viewers to understand who every person onscreen is. So, I create the characters that actors can come and inhabit, and you feel it when you watch the film. If you decide to go through these three films it is a great way to experience the continuous effect."
On breaking the rules:
Mark: "My tip would be to speak to people like people. Be as authentic as is possible. The marketing world has been neatly arranged. It is a process in which you see the edges of your characters and stories are so sanded back. My advice is to push away from this process and be confident to let the world know how it really is.
In the very first film I've ever made together with Apple I made an individual licking the iPad. The kid was forced to touch the tablet, and later while we were shooting everybody was looking at each other and asking, "What the hell's he doing?" I'm always saying to the youngsters, "Oh, can we take this off? Do we have a plan? Can I create it as a coaster?" Make it as authentic as possible. Keep looking to find the truth in the narrative, and also in the tales that we're telling. This is what draws people in and makes characters and stories endearing."
When integrating the product
Mark: "How you see the items in these films are extremely well thought-out. The entire film is built on the story. It is my goal to use the product as the central element in each scene. I create a story about the product then design scenes to illustrate it. It's the product that needs to assist us in getting from here to there. When you integrate the product into a film like this, the product doesn't serve as a mere distraction as it's a element of the story you're telling."
On taking risks:
It's crucial that you are willing to gamble for good entertainment as well as build a relationship with your business. It's my belief that's the main aspect: you must be willing to be risk-averse, yet be sure to build positive relationships with people that you're taking chances with as well. Advertising is able to be shielded and protected from the job. If you take off some layers, you can talk to individuals like them."
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