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Peter Frühmann BA BSc

Founder / Director


Peter Frühmann has a BA in Applied Arts and a BSc Psychology & Ethology / Socio-ecology of Behavior. He is a story practitioner, researcher, lecturer at the SAE Media Institute Amsterdam (Story Development) and an occasional guest lecturer ‘Storytelling in Organisations’ at the Rotterdam School of Management (RSM, Erasmus University).


In our daily practice, clients will always get tailor-made proposals. We do not believe in ‘the’ method or approach, but in the most suitable and appropriate mix. People differ, cultures differ; communities and organisations differ.

Listening to stories is as important as telling stories. We always listen carefully to your stories first before we propose an approach.



Storybag is partner in diverse European educational projects (Erasmus+). The combined knowledge and experience of project partners all over Europe provides opportunities to explore the wide applicability of narrative approaches and applied storytelling. It also helps to come up with new and innovative approaches and methods, examine and test them, and share them with the European community and beyond.


The results show that working with and through stories has effect, not only in the real world but also in the digital one.In the course of the projects (and in our daily work) we also develop manuals, workshops and trainings within different areas, all of them a solid basis for organisational, community- and educational work.

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Axel Frühmann MA



Axel Frühmann has has an MA in Media & Film Studies (UVA - University of Amsterdam) and has completed a post-master course Scenario Writing, Directing and Film Production at the Vancouver Film School with honors. He is not only a gifted scenario writer and director but also a connoisseur of film history. He is a lecturer at the SAE Media Institute Amsterdam (film making).

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