Live from SXSW Blueprints to create better stories

Find out what highlights were discussed in the entire conversation. The interview's answers were modified to be more succinct.

On writing great characters:

Mark: "Everything starts with writing. The premise that inspired the first story four office workers droning away in a conference presentation, didn't actually impress me. A great cast of characters made it easier to understand the story. We spent lots of time looking at the personalities of the characters, their weaknesses and strengths, and how they complement each other, and ways we can employ them to make the narrative more engaging and humorous.

We wanted to expose each character's flaw so that they could be more acceptable. Here's where the authenticity factor comes important. I strive to make things imperfectand love the fact that imperfections are what make people so charming. This is the reason why you love it.

It's crucial not to think of these movies as typical commercials. I enjoy digging into the backstory of each character. More details are better. These individual backstories provide information to the characters right beginning, including production, design, wardrobe. It makes it simpler for viewers to comprehend what every character's function is. Therefore, I make the characters in order to let actors to take on the roles they are assigned. You can sense this in the films you view. I think when you start looking at these three movies, you begin to experience the constant impact."

If you break the law:

Mark: "My tip would be to talk to people who look like your own. Be as truthful as possible. The media world is manicured. The advertising process in which the edges of stories and characters are removed. My advice is to rebuff this process, and not feel afraid to reveal the world how it is.

The very initial film I shot as a collaboration with Apple I made a character who was licking the tablet. He was playing with the tablet, and later when we were on set everybody was saying, "What the hell's he doing?" I'm always telling the children, "Oh, can we crush this? Are we prepared? Could I make it an ice cream cone?" Simply make it true. Return to the truth in the story as well as in the stories that we tell. It is this that draws people in and makes the characters and stories endearing."

When integrating the product

Mark: "How you see the film's product is very thought-through. The entire film is inspired by the script. I try to integrate the product as the core of every scene. I tell a story of the product and then create scenes that feature the product. The product should help us in getting from where we are to. If you incorporate the product into a story like that, the product isn't gratuitous It's one of the stories that you're telling."

On taking risks:

There is a need to be able to take on risks for good entertainment, and establish a strong connection with your business. My opinion is that this is the primary factor to be prepared to be a risk-taker however, you must also build good relationships with the people you're taking on as well. Advertising is often shielded or protected from the job. If you take off some layers and you're able to speak to people like people."

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