I create experiences, not just events — Amaka Akukwe

For more than 13 years, Amaka Akukwe has worked behind the scenes to create the experiences surrounding some of Nollywood’s biggest film premieres and entertainment events.

As the founder and Chief Creative Director of RedBox, Akukwe has built a career at the intersection of entertainment, creativity and experience, designing and delivering events that extend stories beyond the screen.

Her portfolio includes premieres for films such as ‘Call of My Life’, ‘Sugar Rush’, ‘Palava’, ‘Omo Ghetto’, ‘Lisabi’ and ‘Colours of Fire’, among others.

Beyond film premieres, RedBox’s work spans corporate events, brand activations, cultural experiences, festivals and large-scale productions for organisations and brands including Netflix, Meta, Tolaram, IFC and Access Bank.

The company has also been involved in five consecutive editions of the Africa International Film Festival, delivering events and branding across workshops, premieres and galas.

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For Akukwe, creating an event goes beyond aesthetics, with audience experience playing a central role in her creative process.

She said, “I am always thinking about what people will feel, not just what they will see. The best experiences stay with you long after you’ve left the room.”

That approach has also seen Akukwe and the RedBox team become part of the team behind the ‘Black Market’ premiere at Tafawa Balewa Square, Lagos, which is expected to attract more than 50,000 people.

A statement shared with Saturday Beats noted that the project reflects the range of events Akukwe has worked on, from intimate brand experiences and corporate gatherings to film premieres, festivals and large-scale public events.

She also serves as Events and Branding at AFRIFF, further expanding her involvement in the film and festival ecosystem.