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A Master Class in Storytelling

A Master Class in Storytelling

Al MacCuish, Co-Founder & Chief Creative Officer, Sunshine.

Al is one of the industry’s most recognised storytelling experts. Prior to co-founding Sunshine, Al was the Creative Director and Head of Entertainment at Mother, one of the world’s leading independent creative agencies. He led Coca-Cola’s global 2012 Olympics campaign featuring Mark Ronson, Executive produced ‘The Secret Policeman’s Ball’ at Radio City Music Hall in New York featuring Ben Stiller, Kristin Wiig, Paul Rudd, Coldplay and Mumford & Sons and led the content team on Gucci’s Chime for Change initiative featuring Beyonce.

He has won dozens of awards at Cannes, One Show, BTAA, D&AD and Creative Circle and was recently named one of Britain’s ‘people of influence’ in the Sunday Times/Debrett’s 500 list.

There are a set of timeless principles that have underpinned the success of the best of these stories, that are immune to trend or fad. The principles that drive a good children’s book apply to aspects of creative writing far beyond that task. Learning how to conceive, structure and write a successful children’s book will make you a better writer full-stop. It teaches the writer self-criticism and editing skills, structure and cadence and, more than anything, respect for the audience you’re trying to connect with.

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Date and Location

Date: Thursday 23 February 2017 – Thursday 23 February 2017
Time: 9:30AM – 13:00PM



Opus House, 64 Cheshire Street, London, E2 6EH