LIVE on the stage at SXSW Blueprints to create better stories

Learn about the highlights from the whole chat. The answers to the questions asked during the interview were altered to be more succinct.

On writing great characters:

Mark: "Everything starts with writing. The idea behind the initial tale of four office workers discussing an opening speech, wasn't an inspiring experience. However, creating great characters opened up the narrative. We spent a lot of time contemplating what these characters were like, their strengths and weaknesses and how they compliment each other and the best way for them to be used to make it fun and humorous.

We wanted to emphasize the problem and each character's flaw in order to make them more accessible. This is where authenticity is. My goal is to create imperfection in everything and then celebrate that because this is the reason why people are so appealing. This is why you love it.

It is important to not think of these movies as normal commercials. I enjoy digging into the background of each character. The more information more, the more accurate. The individual stories of backstory inform the characters from the beginning, which includes fashion, production, and design. The viewers will know what each character's role is. This is why I created these characters in order to let actors to take on the roles they are able to. the roles they play in the films you view. If you decide to watch these three films it is easy to sense the effects of the films."

Infractions to the law:

Mark: "My tip would be to speak to people who look like you. Try to appear as real as you can. A lot of the media world is manicured. You go through that advertising process in which the edges of the characters and stories have been sanded away. My best suggestion I could offer is to push back on that process and be brave enough to share with the world how it's done.

In my first movie that I produced in collaboration with Apple I observed the actor I was working with be licking the iPad. He was taking a lick of the tablet and then later as we set up, everyone was thinking "What was he doing?" I'm constantly telling them, "Oh, can we break this? Are we able to come up with a solution? Can I create it as something like a coaster?" Just make it authentic. Keep the realness in your writing, the stories we tell. That's what engages people and makes stories and characters charming."

When integrating the product

Mark: "How you see the final product of the film is stimulating. All of it is tied back to the plot. I try to incorporate the product into the main ingredient in every scene. I sketch around the product, and create scenes using the product. It's the product that needs to take us from this point there. If you can integrate the product into your film in this way, then it's not just a distraction It's one of the stories you're telling."

On taking risks:

It is crucial to take the risk to enjoy a good time and also build a solid relationship to your business. My opinion is that this is the primary issue to consider that you must be willing to take a riskand establish strong connections with the people who you are taking on risk with too. Advertising is often shielded or protected from the job. When you remove a few layers and you'll be able converse with people who are similar to the ones they."

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