Live from SXSW: Blueprints for better stories
Find out highlights from the whole conversation. Answers to questions from the interview were altered to make them more concise.
On writing great characters:
Mark: "Everything starts with writing. The basic idea of the story's beginning, four office workers talking on a keynote presentation, wasn't exactly inspiring. But building great characters unlocked the plot. We spent lots of time thinking about who these people were, how they contrast and compliment each other, and the best way to use the characters to create something fun and humorous.
We wanted to present the issues and the character's flaw in order to make them more relatable. This is where authenticity is in. I try to make everything imperfect, and then celebrate it, because that's what makes characters charming. This is why you love it.
The key is to not treat these films as typical commercials. I enjoy digging into each character's backstory. More details are more interesting. These individual backstories provide information to the characters right beginning, including the production design, style, and wardrobe. This helps the audience to understand who each character is onscreen. So, I create these characters for the actors to come and inhabit, and you can feel the same when watching it. I think when you start to look at all three of the films you will start to sense the continual effects."
On breaking the rules:
Mark: "My tip would be to speak to individuals who are like you. Keep it as honest as you can. The media world is well-groomed. You go through that advertising procedure where the edges of the characters and the stories are so sanded back. The best advice I can give you is to push away from that process and don't be afraid to tell the world the way it really is.
In my first movie I made in collaboration with Apple, I had an individual lick the tablet. I had this kid lick the tablet and we're on set and everyone's thinking, "What the hell's he doing?" I'm always telling that they, "Oh, can we smash this? Do we have a plan? Can I use it as an coaster?" Just make it real. Return to the truth behind the writing, the stories we share. This is what draws people in and makes characters and stories endearing."
When integrating the product
Mark: "How you see the film's product is very considered. All of it is based on the story. I strive to incorporate the product into the main ingredient in every scene. I write about the product, then build scenes with the product. The product must help us get from here to there. When you integrate the product in a movie like that, then the product isn't just a distraction as it's a an element of the story you're telling."
On taking risks:
You have to take risks for good entertainment as well as build a relationship with your business. It's my belief that's the main thing: you have to be willing to take chances, while also fostering positive relationships with those you're taking risks with, as well. Advertising is often covered or shielded from this work. But if you peel back some layers, you can communicate with people in the same way as people."