Transcreation Masterclass


is more than a trendy buzzword. It is a completely different and very targeted translation approach, more akin to copywriting than to actual translation.

The result is a perfectly tailored message for a new market, replicating not the words but above all the emotional impact of the original message.

In this course, your instructor Sebastian, an accomplished maestro of creative translation, will walk you through all aspects of this approach.

Guided by a plethora of examples from the world around you as well as practical real-life exercises you will learn the following:
  • What is transcreation? And how does it differ from other translation approaches?
  • Where is transcreation used and where should it be avoided?
  • How do transcreators work? What are the difficulties? And how do we overcome them?
  • How do we apply transcreation in Marketing? In Entertainment? When we face restrictions?
  • How do I become a better transcreator? What are the tricks of the trade?
  • And much more...

Be there, or be square! (How would you transcreate that? Join us and find out!)

Conditions: Please read our 
course and subscription plans terms and conditions carefully. With your registration, you confirm that you have read, understood and accepted our conditions and agree with them. 

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  • This expert course includes:
  • Expert panelist: Sebastian Ewald, Freelance German Translator, former Localization Lead at Blizzard Entertainment
  •  Live activities, exercises to download
  •  Q&A session and in-webinar text-chat
  •  Lifetime access to the webinar and extra contents
  •  In English
  •  Completion certificate
  • Webinar duration: 360 min (6 hours approximately)
  • Downloadable webinar program
  • Course sponsored by: The Action Sports Translator

Webinar and panelist description

Messages do not sell products. Emotions do!
Text does not get butts in seats. Emotions do!
Words do not make brands successful. Emotions do!
Content does not create immersion. Emotions do!
That's where Transcreation comes in!

From Quarter-Pounders with Cheese to Coca-Cola to the Happy World of Haribo, from Duck Tales to Harry Potter to Game of Thrones, from video games to Netflix -- dive with us into the nitty-gritty difficulties of conveying the right emotion! Explore your own creative genius! And appreciate what shapes the world of text and audio around you! All while growing your own skillset!

In this course, Sebastian will share his learnings from almost two decades of working with creative content. After an introduction to Transcreation, we will talk about its applications in Marketing (e.g. slogans, banners, products, social media), in Entertainment (movies, TV, games, songs, ...), and when facing restrictions (space, timing, rhyme, lip-sync, etc.).

Looking at real-life examples of striking the emotional chord, you will learn of different approaches and solutions to problems as well as useful tips and tricks. Along the way, we present you with challenging exercises that help you understand the difficulties of transcreation work and that nurture your own creativity.

Sebastian Ewald has seen it all: Marketing slogans, product packaging, websites, blogs, social media, the massive sci-fi and fantasy worlds of multiple games of the year, award-winning cinematics watched by millions, songs, and live-action commercials for online and TV audiences. He was already transcreating before he even knew what transcreation was. Here is your chance to learn from one of the best in the business!

Who is this webinar for?

This course is addressed mainly to people working with languages, like translators or reviewers, but can also benefit marketing professionals, (localization) project managers, writers whose work will be translated afterwards, and anyone who specifically wants to know more about:

  • what transcreation is,
  • what transcreation focuses on,
  • where transcreation is used,
  • how it differs from "normal" translation,
  • how transcreation helps deal with restrictions (space, timing, lips, etc.)

  • what a transcreator needs to be successful.

The course will be delivered in English and the skills and knowledge you will gain can be applied to translation/transcreation work in any language combination.

For this course's exercises it is important to have working proficiency in at least one second language besides English, which can be used as target language.

Our exercises use English as a source language, so if English is usually your target language, it helps if you can invert your language pair and still be comfortable enough to complete a transcreation activity.


Linguistic skills:
  • A good English level is required, as well as working proficiency in at least one other language.

IT resources:
  • A computer with speakers as well as a stable internet connection are necessary.
  • A Zoom account.

  • You can attend this meeting live from wherever you want.
  • Life access to the recording of the webinar and extra contents when you acquire your place.
Session 1: What is Transcreation
Session 2: Transcreation in Marketing and Entertainment
Session 3: Transcreation with Restrictions

What is Transcreation?

Session 1

1. What is Transcreation
1.1 Definition
1.2 Transcreation vs. Translation vs. Localization
1.3 There is no clearly drawn line
1.4 The Transcreation Process

2. Applications of Transcreation
2.1 Where to use Transcreation
2.2 Where NOT to use Transcreation
2.3 Dangers of Transcreation
2.4 Opportunities of Transcreation


Marketing & Entertainment

Session 2

3. Marketing Transcreation
3.1 Examples
3.2 Exercises

4. Entertainment & Arts
4.1 Examples
4.2 Exercises

Transcreation with Restrictions

Session 3

5. Transcreation with Restrictions
5.1 Space Restrictions
5.2 Timing
5.3 Lip-Sync
5.4 Rhyme
5.5 Song
5.6 Exercises

6 Conclusion
6.1 Self-Assessment

Sebastian Ewald

Sebastian is a German freelance translator and copywriter, and an all-out transcreation powerhouse. He shines as a specialist in Marketing and in nurturing the emotional connection to the audience.

For most of his career, he worked in entertainment on some of the biggest, most influential, and creatively challenging video game titles the industry has seen, decorated with numerous “game of the year” awards.

His translation experience encompasses tens of thousands of audio lines, and over a hundred videos watched by millions, including game cinematics, TV and online commercials, and even songs.

He is a hockey fan, a die-hard movie and TV buff, and today hails from France where he raises trilingual kids with his loveable Russian wife.
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