AFRIFF

The Africa International Film Festival has a fixed run of days, but a story has no natural endpoint. AFRIFF needed a strategy that would hold media attention before the festival, peak during the event and continue to resonate after the lights went down.

Live With Latasha delivers strategic storytelling, media relations and amplification across the full event cycle.

• Develop the stories audiences need to hear before the festival begins.
• Create media opportunities that build anticipation.
• Amplify the moments, people and conversations that matter during the event.
• Extend the story beyond the physical experience after the festival ends.
• Position AFRIFF as a platform that shapes the African film conversation, not just a week of screenings.

Live With Latasha delivered strategic storytelling, media relations and amplification across the full event cycle, from build-up through the live experience and into the post-event conversation. Pre-event amplification set the narrative frame. Live amplification captured the moments that defined the festival. Post-event amplification kept the story in circulation.

A festival with a story that travelled. Media coverage that extended across the full event cycle. Conversations about African film that continued after the festival ended. The goal was simple: make the moment bigger than the moment.

Festivals are usually covered as calendar events. AFRIFF needed the opposite: a communications strategy that treated the festival as an ongoing story with a beginning, middle and continuing arc.