Creative texts captivate readers with a graceful blend of content and flair. They work like magic – but there’s art, craft and science behind the playful swirls. And the same approach is needed to brew such messages for a new audience. In this session, we explore how creative texts come to life: the decision-making and language choices that shape the style of copy and content. And: what translators need to know (and use) to re-create the magic.