Pablo Del Teso has written stories for Netflix. He’s taught university students how to tell theirs. He even runs a boutique consultancy for script development, working with everyone from indie directors to production houses. But if you ask him where it all started, he’ll tell you:
“It’s a very, very long love story between me and storytelling.”
Pablo’s journey into storytelling shows us something deeper, that real creativity starts with emotion. And that’s not just poetic fluff. Studies back it up: storytelling is one of the most effective ways to build trust and loyalty in business.
As I read recently, “When companies share stories that tap into human emotions, such as joy, sorrow, hope, or empathy, it creates a sense of relatability and authenticity. This emotional connection fosters trust and loyalty, essential in building strong and lasting relationships.”
Pablo’s deep emotional investment in his projects is more than just artistic expression; it’s a strategic and effective method for forging stronger connections with audiences.
This article is part of our Serenichron Business Insights Series, where we sit down with smart people doing meaningful work in their fields. In this conversation with Pablo, we unpack what it means to stay creative in an industry pressured by algorithms, budgets, and, more recently, artificial intelligence. We talk about what drives great stories, how AI is changing the creative landscape, and why the soul still matters.
Let’s dive in.
A life built on a story
Pablo didn’t fall into storytelling. He grew up with it. As a child, he would write short stories and pretend to direct imaginary films. That natural flair only deepened when he studied advertising, until he realised the selling part didn’t excite him as much as the storytelling did.
“I started studying advertising, but then I realised that what I really liked was telling stories, so I went to film school.”
Since then, he’s built a career writing feature films and series for global platforms. But he’s never seen storytelling as just a job. It’s a form of emotional connection. A transfer of vision. A way to help others make their inner world visible.
“What I teach is how to write stories… helping students to make their vision come through to an audience.”
This clarity of purpose continues to guide both his academic and screenwriting work.
The industry behind the curtain
Getting into the film industry, especially as a screenwriter, is notoriously difficult. Pablo is candid about it. Building strong professional relationships, leveraging referrals, and establishing trust are more effective for career advancement than simply submitting resumes.
“If you’re a director and especially if you’re a screenwriter, it’s much more difficult because you are the one that picks up the whole process.”
Unlike other roles in production, the screenwriter doesn’t just contribute; they initiate. No story means no production. And for producers to bet on your story, they have to believe in your voice.
“Normally it’s you as a screenwriter… You introduce it to somebody who knows somebody in a production company.”
It’s a process that rewards networking skills and perseverance, but Pablo’s take is refreshingly honest: the craft matters more than the connections, eventually.
When the story isn’t yours
Look, you won’t always be jumping for joy about every job on your plate, but even the stuff that feels kinda meh can become meaningful. Basically, if you really put your all into it, use your talents, and connect with the people you’re working with, you can turn even the most boring task into something actually pretty cool and worthwhile.
“My mission is to help other people share their stories. So they might not be the stories that I would share… but my passion is in storytelling.”
This is where his consulting work through The Tale Factory comes in. He helps other writers and producers refine scripts, even those with no personal resonance. The secret? Emotional adoption.
“I make the project my own because that is the only way that I can really work on the project.”
Driven by a passion to connect with the emotional core of every project, whether a blockbuster for a streaming giant like Netflix or the debut film of an aspiring director fueled by a singular vision, he immerses himself in the narrative until he unearths the fundamental human element that resonates.
This dedication to emotional authenticity allows him to transform seemingly modest, geographically specific narratives into stories with universal appeal, often resulting in unexpected global recognition and impact.
His approach underscores the belief that even the most localised experiences can tap into shared human feelings and transcend cultural boundaries, captivating audiences worldwide.
“We did not expect anyone else to be interested in that… and it was on the top 10 for six weeks worldwide.”
It’s fascinating to see how authentic endeavours can achieve such remarkable success. In a landscape filled with strategising, simply staying true to your vision can lead to surprisingly impactful outcomes. This kind of success goes beyond just clever tactics; it really shows how being genuine can connect with people deeply.
A story driven by real emotion and truth is amazing in its ability to break down barriers. When a narrative connects with shared human experiences, it bypasses geographical limits, budget constraints, and language issues. That emotional truth acts as a bridge, creating understanding across different groups and proving that heartfelt stories are the ones that truly resonate.
Soul vs systems
As platforms grow and budgets balloon, storytelling risks becoming a product of checklists and market research. Pablo sees it too, especially in Hollywood.
“The artistic part is just a tiny part of the decision for the big production companies in Hollywood.”
He distinguishes between good marketing (which supports the story) and bad marketing (which replaces it). The problem isn’t marketing itself, it’s when marketers forget the audience wants to be surprised.
“What they don’t know is that they want to be surprised… that little portion of surprise element that you need.”
Soul can’t be faked. And it’s that missing piece that even high-budget projects sometimes overlook.
AI and the new frontier
AI is shaking things up in the creative world at lightning speed. But before we start clutching our storyboards in panic, let’s reframe it. Think of AI like the world’s fastest intern, brilliant at doing the heavy lifting, but still needing guidance from someone who sees the bigger picture.
I came across a compelling line recently: “Through AI-enhanced storytelling, businesses can craft personalised, emotionally resonant narratives at scale while maintaining the authentic human touch that audiences crave.” That’s the balance we need to strike. Use AI to scale and streamline, but never let it lead the creative process. Because at the end of the day, “the real magic of art always comes from the human touch, not just the generated output.”
Of course, no discussion about creativity in 2025 would be complete without mentioning AI. Pablo doesn’t shy away from it. In fact, he uses it. From poster design to copy tweaks, AI has become part of his workflow.
“Before AI, I had to hire a designer and pay quite a lot of money and wait… now I can have a very good poster in a couple of hours.”
But he draws a line: AI can assist, but not replace, the creative vision.
“Right now, AI can replace the operational part of the process, but still it needs somebody behind with a creative human brain to guide it.”
That’s something I’ve seen first-hand. As someone who works closely with these tools, I’ve noticed how quickly they fall apart when you ask them to build on an idea consistently. They can draft something flashy, sure, but they can’t hold a story together with emotional logic. Not yet.
“It does not have enough context, it hallucinates, it loses the capability of remaining consistent from a certain point.”
And that’s exactly where the line is drawn, between coherence and chaos. What AI can fake in a flash, it still can’t sustain through the arc of a meaningful narrative. There’s a deeper fear, too. Not just about job replacement, but societal consequences.
“Who’s going to have money to buy it, if nobody’s going to have a job to make money?”
He’s not alone in asking. And yet, there’s a sense that AI, like any other tool, will amplify the intentions behind it. If used well, it might enhance our creativity. If used poorly, it might dull the very thing that makes us human.
Conclusion: Humans still matter
Pablo’s story is one of passion, practice, and perspective. It’s a reminder that storytelling isn’t just about structure or visuals, it’s about soul. And while the tools may change, the need for emotional connection remains the same.
The question for all of us, entrepreneurs, educators, creatives, is not “Will AI replace us?” but “What will we still do better than anything else?” If the answer involves emotion, connection, and meaning… we’re probably on the right track.
About the Author
About Serenichron
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