Over the course of a 15-year career in advertising and communications, Sam Ochonma became known for his ability to craft stories that inspire action.
Whether it was shaping the narrative of Kwara State’s Otoge campaign with The Hook, one of Nigeria’s most groundbreaking political movements, or driving brand growth for giants like Meristem, Oando PLC, Sam’s work has always been rooted in storytelling. Now, with the launch of The Hook Ent, he is channeling this expertise into the world of film, determined to reimagine how African stories are told and experienced.
From Advertising to Film
For Ochonma, storytelling has always been the common thread. “Advertising taught me how to build stories that convince people to act,” he explains. “But filmmaking is different. It’s about creating worlds, evoking emotions, and telling stories that transcend cultures.”
His pivot to film was not an overnight decision. Sam’s first step into the industry came in 2018 when he executive-produced his debut film. The project, a small-budget drama, gained traction and was eventually acquired by Amazon Prime.
“That experience taught me that African stories can compete globally when done right,” he recalls. Since then, he has executive produced three additional films, exploring genres that range from drama to thrillers. The latest project, under The Hook Ent, Missing Dieko, a psychological thriller, is slated for release in 2025.
These films mark a deliberate effort to push the boundaries of African cinema. “For long, African films have been boxed into specific genres, often limited by external perceptions of what African stories should look like,” he says.
“Through The Hook Entertainment, we want to challenge that narrative, As we believe that our stories are just as diverse as any other region.”
The Branding Influence on Film
Ochonma’s background in advertising is evident in his approach to filmmaking. “Branding is about precision,” he explains. “Every word, every image, and every frame is crafted to evoke a specific response. We intend to carry that discipline into film.”
Take the most recent project “Missing Dieko”, for example. Beyond the story itself, we have been meticulous about its branding, from the visual style to its marketing campaign. “The success of a film isn’t just about what happens on screen. It’s about how the film is positioned to resonate with its audience,” he says.
This philosophy reflects lessons Ochonma learned in his advertising days – combining a compelling narrative with strategic execution.
“In branding, you’re selling a product or idea. In film, you’re selling an experience,” he explains. “But at the heart of both is the ability to connect with your audience.”
Investing in African Stories
Through The Hook Entertainment, Sam is doubling down on his commitment to African stories. “Africa has a wealth of untapped narratives,” he says. “Our histories, cultures, and daily experiences are a goldmine of stories waiting to be told.”
The Hook Entertainment’s approach goes beyond storytelling. The company operates on three levels: film production through The Hook Ent Pictures, talent development via Hook Ent Academy, and investments in creative assets through The Hook Ent. Fund. The fund, in particular, has been a passion project for Sam, ensuring there is available capital and resources for creative stories and film making to thrive in Nigeria.
“There’s so much talent here, but access is a huge barrier,” he explains. “Through the fund, we will bridge the gap between creative ideas and final execution, we’re building an ecosystem that supports the next generation of storytellers.”
Challenges and Opportunities
Venturing into film hasn’t been without its hurdles. “The scale is entirely different,” Ochonma admits. “In advertising, you’re working with campaigns that might last weeks or months. In film, you’re investing years into a single project.”
Financing and distribution have also posed significant challenges. While Nigeria’s film industry is one of the largest in the world, producing over 2,500 films annually, funding and distribution remain persistent obstacles for filmmakers seeking to elevate production standards.
To address these challenges, Ochonma has forged strategic partnerships with both local and international stakeholders. “Collaboration is key,” he says.
“Whether it’s working with established filmmakers or tapping into global streaming platforms, partnerships help us push boundaries and reach wider audiences.”
He adds, “Another critical aspect is investment in distribution, cinemas, multiplexes, community screens, and more. If in 2024 we had box office numbers around ₦11.5 billion, how do we grow that to ₦100 billion? How can the government support an industry with such enormous potential? We have to help ourselves and empower our own.”
Another hurdle is the global perception of African films. “African cinema has often been viewed through a limited lens,” Sam explains. “Part of my mission with The Hook Ent is to show that our stories are as multifaceted as the continent itself.”
The Business of Storytelling
For Ochonma, the intersection of creativity and commerce is where true storytelling thrives. “It’s not enough to make a great film. You need to ensure it’s commercially viable,” he says. This pragmatic approach has guided every decision at The Hook Ent, from selecting stories to establishing distribution deals.
This dual focus on art and business reflects broader trends in global cinema. Streaming platforms like Netflix and Amazon Prime have increasingly invested in African content, recognizing its global appeal.
According to a 2022 report by UNESCO, Africa’s film industry could generate over $20 billion annually with the right investments in infrastructure and distribution.
Ochonma believes African filmmakers are poised to capitalize on this moment. “The world is looking to Africa for fresh perspectives,” he says. “We have the talent, the stories, and the drive. What we need now is the infrastructure to take it to the next level.”
Looking Ahead
As Ochonma builds The Hook Ent, The vision is clear: to position the company as a leader in African storytelling through funding the right projects and to redefine how the world perceives African cinema. With upcoming projects like Missing Dieko and plans to expand Hook Academy’s reach, he is laying the groundwork for a legacy that extends beyond individual films.
“Stories have the power to shape how we see ourselves and the world,” he says. “For too long, Africa’s stories have been told by others. Now, it’s our time to take control of the narrative.”
