RedBox founder says audience feeling drives her event designs

Amaka Akukwe, founder and chief creative director of RedBox, says her approach to entertainment events is centred on creating lasting audience experiences. Akukwe has spent more than 13 years working behind the scenes on film premieres and entertainment productions. Her portfolio includes events connected with films such as Call of My Life, Sugar Rush, Palava, Omo Ghetto, Lisabi and Colours of Fire.

RedBox also works on corporate events, brand activations, cultural experiences, festivals and large productions. The company’s clients and partners have included Netflix, Meta, Tolaram, the International Finance Corporation and Access Bank. Akukwe said her creative process goes beyond the visual appearance of an event.

“I am always thinking about what people will feel, not just what they will see,” she told Saturday Beats. She said the strongest experiences remain with people after they have left. RedBox has also worked on five consecutive editions of the Africa International Film Festival, providing event and branding services for workshops, premieres and galas.

Akukwe serves as the festival’s events and branding lead. Her current work includes the team behind the Black Market premiere at Tafawa Balewa Square in Lagos. The event is expected to attract more than 50,000 people, according to a statement shared with Saturday Beats.

The project reflects the range of productions handled by Akukwe and RedBox, from intimate brand events and corporate gatherings to large public premieres and festivals. She said the objective remains to connect audiences with the stories and settings surrounding each production.