Can science help creators? Before tackling this question, Emmanuel Kuster is a telecommunication engineer who turned very early to production, holding different positions in the industry. First on the set as a production coordinator (advertising, TV drama, cinema). Then in development units (Liaison Films, Federation Entertainment) where he learned to help writers build their stories, and particularly enjoyed the relationship with first-time creators. In 2016, he joined a cognitive science research program to explore the mechanisms by which the audience brain is captivated and moved by a story. Since then, he has become a consultant for the content industry and a speaker in the field of emotion.