• Told
  • Told
  • Told
  • Told
By Simon Aboud, Paul Wilson Hardback, Drawn on cover, 192pp, 1-86154-304-2 274 x 200mm

Told is about the art of story, not the science.  It defines the twenty great principles of storytelling and then shows how they work by weaving them into 30 illustrated short stories that vary in format from poetry to screenplay.


From genre to premise, from character to plot, Told shows how story works by bringing the principles to life.  It takes the art beyond the logical.


Reading Told and understanding the power of story will unlock the most amazing creative tool within you and open you up to a whole new world of creative possibilities through storytelling.


The twenty principles of story are: 

Premise, Controlling Idea, Role, Antagonism, Genre,  

Setting, Cast, Backstory, Archetypes, Dilemmas, Charater Arc, Structure,       Subplotting, Inciting incidents, Obligatory Scenes, Intrigue, mystery, suspense,

Point of View, Hook, Exposition, Dialogue.


The Authors

Simon Aboud has spent over fifteen years in the advertising industry. He was a copywriter and then creative director at McCann-Erickson in London and founded Magic Hat, their highly successful youth subsidiary. He has also directed many commercials, has written and directed short films and has feature film and television projects currently in development.


Paul Wilson worked at ad agency AMV.BBDO in London on clients like J Sainsbury, Volvo, Pepsi and BT before moving client side to manage the hugely successful launch of Hooch with Bass Brewers.


After this, Paul joined What If!?, the world’s number one innovation company where he was a senior partner working with organisations such as Unilever, PepsiCo and Motorola as well as launching new brands from scratch with social entrepreneurs such as Belu.


Paul and Simon founded Make Believe to pursue their passion for storytelling in the commercial world.  Make Believe works with clients such as the BBC, Grolsch, Carling,The Home Office, Microsoft and Novartis, helping them discover and then articulate the best possible stories for their brands.