Making branded content that tells a story and sells a product requires a complicated dance between passion and practicality. For skilled (and Staff Picked!) filmmakers like Mark Molloy, the real magic comes when creative expression is allowed to grow within the parameters of a brief.
Mark has established himself as a master of branded storytelling with his three-part series for Apple, known as The Underdogs. The series has garnered more than 80 million views, and Mark’s career to date has earned him numerous accolades including Cannes Grand Prix, multiple Cannes Lions, AICP awards, and many others.
At this year’s SXSW, Derick Rhodes, VP Marketplaces at Vimeo, had a chance to sit down with Mark to break down the elements of branded storytelling and screen a few of his greatest hits. The session began with a screening of Mark’s latest installment of The Underdogs, and Best of the Year winner, “Escape From the Office,” which you can watch below.
Read on for highlights from the full chat. Interview answers have been edited for brevity.
On writing great characters:
Mark: “Everything starts with writing. The key concept behind the original story, four office workers droning away on a keynote presentation, wasn’t exactly inspiring. But building great characters unlocked the story. We spent a lot of time thinking about who these people were, how they contrast and compliment each other, and how we could use them to make it entertaining and funny.
We wanted to present the problem and each character’s flaw to make them more relatable. That’s where the authenticity comes in. I try to make everything imperfect and celebrate that, because that’s what makes characters lovable. That’s why you love it.
The key is to not treat these films as typical commercials. I like going deep into each character’s backstory. The more details, the better. Those individual backstories inform the characters right from the start including: production, design, wardrobe. This makes it easier for 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 that when you watch it. I think when you start to watch the three films, you really start to feel the ongoing effect.”
On breaking the rules:
Mark: “My tip would be to speak to people like people. Keep it as honest as possible. So much of the advertising world is manicured. You go through that advertising process where the edges of characters and stories are so sanded back. My advice is to push back on that process and don’t be afraid to show the world as it is.
For example, in the first film I ever did with Apple, I had a guy lick the iPad. I had this kid lick the iPad and then we’re on set and everyone’s like, “What the hell’s he doing?” I’m always telling them, “Oh, can we smash this? Can we think? Can I use it as a coaster?” Just make it real. Come back to finding the truth in the work, in the stories we tell. That’s what engages people and makes stories and characters endearing.”
On integrating the product:
Mark: “How you see the product in these films is very considered. It all comes back to the writing. I try to make the product a key ingredient in each scene. I write around the product, build scenes around the product. We need the product to take us from here to there. When you weave the product into a film like that, then it’s not gratuitous — it’s part of the story you’re telling.”
On taking risks:
Mark: “Apple’s ‘The Surprise‘ was a brave ad: basically telling parents it’s okay to use an iPad to quiet your kids. But there is a truth there. Apple is brave. Most clients would not take those risks. There’s always got to be light and shade. Unfortunately, advertising doesn’t like the shade as much. They like the light. But you’ve got to have a bit of the darkness for the light to seep through.
You have to take risks to make good entertainment and to create a connection to your brand. I think that’s the biggest thing: you have to be prepared to take some risks, but also nurture good relationships with the people you’re taking risks with, too. Advertising often gets protected or sheltered from that work. But if you peel back some layers, you can speak to people like people.”
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