Emma Coats is the woman behind Pixar’s celebrated 22 rules of storytelling. She worked as a storyboard artist at the animation company for six years until her departure in 2012. While at the studio she worked on Brave, Monsters University and Inside Out.
The thirteenth rule of storytelling that Coats professes is to make sure you give your characters opinions, however, she does highlight how this doesn’t apply to her latest project. Coats now writes the dialogue for Google Assistant, the technology behemoth’s rival to Apple’s Siri and Microsoft’s Cortana.
She ensures that humour will be injected into the responses. She compares the virtual assistant to a sidekick but knows that the machine learning algorithm behind it could pose a threat to her job in the future. Since dropping out of CalArts after her freshman year her career trajectory has only been upwards.