In the fast-moving world of advertising, where brands are constantly fighting for attention, one name is making waves—Betiku Ifedayo Samuel. The founder of Betiku Films, he’s not just shooting commercials; he’s crafting cinematic experiences that blend art, culture, and marketing genius.
From working with top brands like Goldberg Lager, Fayrouz, and Life Beer to capturing Nigeria’s vibrant energy through powerful visuals, Betiku is proving that commercials don’t have to be forgettable—they can be iconic.
We sat down with the visionary director to talk about his journey, creative process, and why he thinks ads should feel like movies.
Q: You’ve been making a lot of noise in the advertising and film industry. How did you get started?
Betiku: It’s been a journey! I started with a deep love for storytelling—whether through film, photography, or marketing. I was always fascinated by how visuals can shape emotions and influence decisions. My background in marketing gave me an edge because I didn’t just want to create beautiful visuals; I wanted them to sell, connect, and leave a lasting impact. That’s what led to the birth of Betiku Films—a space where storytelling meets strategy.
Q: What sets your work apart?
Betiku: I approach commercials the way filmmakers approach movies. A lot of ads focus only on the product, but I focus on the feeling. Why should people care? What’s the emotional hook? How do we make it memorable? Every brand has a story, and my job is to tell it in a way that feels real, exciting, and visually striking.
Take, for example, Goldberg’s “Game On” campaign—this wasn’t just a beer ad. It was a celebration of Nigerian football, passion, and the never-give-up spirit of the fans. We didn’t just show people drinking beer; we showed them living the game, breathing the culture, and embracing the energy.
Or look at Fayrouz’s “Here’s to Taste” campaign—a project that celebrated authentic, premium refreshment. The challenge was to bring the brand’s unique taste experience to life in a visually fresh and stylish way that matches the lifestyle of popular BBNaija celebrity Beauty. It wasn’t just about showing a drink—it was about making people feel the crisp, premium satisfaction with every scene.
Then there’s Life Beer’s “Obiagu” campaign, a tribute to the bold, resilient spirit of the people. This wasn’t just another commercial; it was a statement—a powerful visual anthem that spoke to the pride, strength, and deep-rooted tradition of those who drink Life Beer.
Each campaign was more than just an ad—it was a movement that connected with people on an emotional level.
Q: Speaking of your work, which campaigns are you most proud of?
Betiku: Honestly, every project has its own special place, but if I had to pick:
Goldberg’s “Game On” Campaign – This was about passion, football, and culture. We captured the heartbeat of Naija football and made it feel alive.
Fayrouz’s “Here’s to Taste” – This was a lesson in visual storytelling. We made taste feel premium, crisp, and sophisticated without saying too much—just letting the experience speak for itself.
Life Beer’s “Obiagu” Campaign – A deeply cultural and emotional project. It was more than an ad—it was a rallying cry for boldness and tradition.
Every project I work on is about creating a connection, not just selling a product. That’s what makes the difference.
Q: What inspires your creative process?
Betiku: Life. Music. Culture. People. Nigeria is rich with stories, and I draw a lot from that. I also love studying great filmmakers, from Hollywood to Nollywood, to see how they use visuals to evoke emotions. But ultimately, I’m inspired by the challenge of making something that stands out in a world where people’s attention spans are shrinking.
Q: How do you balance creativity and marketing strategy?
Betiku: That’s where my marketing background comes in. Creativity without strategy is like a beautifully shot film with no plot—it looks nice, but it doesn’t do anything. When I create, I always ask, “What’s the goal?” Do we want to drive sales, build brand love, spark conversations? Once that’s clear, the creative ideas flow around that objective.
Q: What’s the biggest misconception people have about commercial filmmaking?
Betiku: That it’s just about selling products. Nah, it’s deeper than that. Great commercial filmmaking is about emotion, culture, and storytelling. If an ad doesn’t make you feel something, you’ll forget it in five seconds. The best ads stay with you because they connect on a human level.
Q: What’s next for Betiku Films?
Betiku: Bigger, bolder, and even more unforgettable projects. I want to push the boundaries of African storytelling in advertising, creating commercials that feel like blockbuster moments. More collaborations, more global recognition, and most importantly—more stories that resonate.
Q: Any advice for aspiring commercial filmmakers?
Betiku: Study marketing. If you want to be a great commercial filmmaker, don’t just learn about cameras and editing—learn what makes people buy, engage, and remember. And don’t be afraid to be different. The best work stands out, not fits in.
Final Thoughts
Betiku Ifedayo Samuel isn’t just directing ads—he’s shaping culture, redefining brand storytelling, and proving that commercial filmmaking can be both artistic and strategic.
With his vision, passion, and ability to turn ads into experiences, one thing is clear: Betiku is a force to watch out for.
