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| Photo credit — Amaka Akukwe |
In Nigeria’s fast-growing entertainment industry, the difference between a standard film premiere and a night people still talk about months later often comes down to one thing: experience design. For more than 13 years, Amaka Akukwe has been one of the people shaping those experiences.
As founder and Chief Creative Director of RedBox, Akukwe works at the meeting point of film, live events, and brand storytelling. Her team has handled premieres for titles including Call of My Life, Sugar Rush, Palava, Omo Ghetto, Lisabi, and Colours of Fire. The goal is rarely just to decorate a venue. It is to extend the film’s story into the physical space so guests leave with a stronger emotional connection.
RedBox’s work is not limited to cinema. The company has delivered corporate events, brand activations, cultural programmes, and large-scale productions for organisations such as Netflix, Meta, Tolaram, IFC, and Access Bank. It has also supported five consecutive editions of the Africa International Film Festival (AFRIFF), covering workshops, premieres, and galas. Akukwe additionally serves in an Events and Branding role with AFRIFF, deepening her involvement in the festival ecosystem.
What sets her approach apart is the priority she places on audience feeling over pure visual impact. In her own words: “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 philosophy is being tested at scale with the upcoming Black Market premiere at Tafawa Balewa Square in Lagos, an event expected to draw more than 50,000 people. Moving from intimate brand experiences to a massive public gathering shows the range RedBox has developed.
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Chioma Adeyemi is an entertainment and music writer at Naijapiz. She covers Nigerian music, celebrity news, Nollywood, Big Brother Naija, and lifestyle.
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