Lynne Parker discusses the art of storytelling for commercial and entertainment purposes with copywriter Rachael Amesbury and comedy performer Nikola McMurtrie. As the founder of copywriting collective, You Zig, I’ll Zag, Rachael makes her living telling stories and creating content for leading brands while Nikola tells her hilarious tales by making short comedy films, one of which bagged her the Funny Women Comedy Shorts Award 2020. The value of using humour to create a narrative and make content memorable has never been more important for our recovery to post Covid normality.  They discuss the value of improvisation, structure and how having an open approach to the creative process results in their funny, honest and innovative work. 

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