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Learn about the highlights of the full interview. The questions to the interview have been altered in order to be more clear.
On writing great characters:
Mark: "Everything starts with writing. The story's beginning point was four office workers that shouted at the top of a speech, wasn't exactly thrilling. The development of characters helped unlock the plot. The writers spent lots of moment thinking about the characters were with respect to one another what they are, how they contrast and complement one another, and what we can do using these characters to enhance the plot and enjoyable.
We want to draw attention to the issues and the person's fault in order to help them be more easily accessible. This is where authenticity is essential. My goal is to create everything that's flawless, and then to acknowledge it as the reason people are drawn to it. It's the reason you love it.
It's crucial not to view these films like typical commercials. I like digging to the origins of each persona. The more detail you can provide than interesting. The individual stories of backstories will inform about the character from the start. This includes the production design as well as the style and clothes. It helps viewers to comprehend what each character's role is. This is why I design these characters for actors to be in the world of their characters which is apparent this as you watch the movie. If you view the film in three sections, you start to sense the effect that's always there."
If you break the rules:
Mark: "My tip would be to connect with people that are similar to you. Be as truthful as possible. Media industry is carefully manicured. This method is one that the lines between the characters and stories are trimmed out. It is my suggestion to push back against this procedure, and you should be bold enough to show everyone what really is.
For example, in the very first film I made in collaboration with Apple I saw one person licking the tablet. He was wiping his iPad while the rest of the team is watching each other and asking "What is he up to?" I'm always asking "Oh could we do something about this? Can we think of some solution? Are I able to utilize it for coasters?" Make it real. Bring back the authenticity of our writing and the stories which we share. This is what draws people in as well as makes tales and characters entertaining."
If you integrate the product
Mark "How you see what you see that appear in these films must be carefully scrutinized. Everything is connected to the script. My goal is to make the product the central ingredient of every scene. I make a narrative around the product, and build scenes around it. The product is the thing that's needed in order to take us there. If you incorporate the product in a film like this, it's not simply a tool for use as a gimmick, it's part of the narrative you're telling."
On taking risks:
It's crucial to be prepared to be risky in order to have an enjoyable time and also to build connections to your company. My belief is that's the most important thing to be ready to take on risk all and build lasting connections to those who you're placing your money on. Advertising is usually shielded and shielded from job. However, if you remove certain layers you'll be able to converse with people who are just like them."
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