This paper presents a study that tested the impact of audio description (AD) style on dimensions of presence (spatial presence, ecological validity, engagement and negative effects) in blind and visually impaired audiences. The participants were shown two fragments of a naturalistic drama with two styles of description: 'standard' and 'creative'. While the former followed the principle of objectivity, the latter was an innovative type of AD that included elements of camera work and subjective descriptions of the characters, their actions and scenes crucial to the plot. The findings show that the emotive AD prompted higher levels of presence for all participants. Overall, the new AD style seemed more natural, especially to participants with recent sight loss. The results suggest that creative scripts may stimulate presence, and thus increase the chances of AD users having a more immersive viewing experience. Keywords Audio description, creative description, presence, blind and visually impaired, audiovisual translation, accessibility B/VIP users to both conventional third-person AD and unconventional first-person AD styles in an animated situation comedy Odd Job Jack (2004. dir. Adrian Carter and Denny Silverthorne Jr.), produced by Smiley Guy Studios in Canada. Their findings showed that the participants enjoyed the first-person AD style most. Although they said that it made their experience with the show less trustworthy, in the end they assessed it as more engaging and entertaining than the third-person AD. Another alternative AD using subjective, emotional vocabulary was prepared for a live production of Hamlet (Udo & Fels, 2009; Udo, Acevedo, & Fels, 2010). It focused on recreating the feel of the scene. Theatrical conventions as well as non-traditional theatrical mediums were used to deliver the complex vision of the director. The AD was written in a traditional Shakespearian formiambic pentameterand delivered from Horatio's point of view. The reaction of the B/VIP audience was positive. They found the new AD style enjoyable and entertaining.Fryer and Freeman (2012a) prepared AD in two different styles to a fragment of Brief Encounter (1945, dir. David Lean) and tested it with B/VIP users. One AD script was conventional and followed the Ofcom guidelines promoting the description of 'characters, locations, time and circumstances, any sounds that are not readily identifiable, on-screen action, and on-screen information' (Ofcom, 2008, point A4.25).