Steve Babaeko’s creative journey is taking a compelling new turn as Ramat, a short film drawn from a deeply personal childhood memory, earns a place at the Africa International Film Festival (AFRIFF) 2026, extending the creative communications executive’s portfolio into another field of storytelling.

Babaeko, Chief Executive Officer/ Chief Creative Officer of X3M Ideas and  president of the International Advertising Association (IAA), Nigeria Chapter, shared the development on LinkedIn, describing the film as a story that began with a memory he had carried for decades. What started as a personal recollection has now evolved into a cinematic work set to meet a wider audience at one of the continent’s recognised film platforms.

The selection gives fresh expression to Babaeko’s creative range, demonstrating how the instincts that shape his work in advertising can also find purpose in filmmaking. Beyond building campaigns and developing brand narratives, he has shown a willingness to explore different creative disciplines, translating ideas, memories and human experiences into stories that connect with audiences.

At the heart of Ramat lies a childhood experience that left a lasting impression on him: the day Nigeria lost its leader and Babaeko saw his father, a soldier, cry for the first time. Too young to grasp the full weight of the historical moment, he nevertheless understood that something significant had happened. That emotional imprint remained with him long after the immediate memory faded into the distance.

Decades later, Babaeko returned to that experience, finding the language and visual expression needed to bring it to the screen. He said he never set out to make a festival film; his initial objective was simply to preserve and tell an authentic childhood story. The eventual AFRIFF selection has therefore given a deeply personal project a public platform.

This journey also offers a revealing perspective on creative excellence. The popular saying, “Jack of all trades, master of none,” often casts doubt on the ability to excel across different disciplines. Babaeko’s growing body of creative work presents a more compelling counterpoint, which is, versatility can become a strength when it rests on experience, discipline, imagination and the ability to translate ideas into finished work.

His career in marketing communications has placed him at the intersection of business strategy, brand development and creative execution. Through his leadership at X3M Ideas, he has built a professional identity around ideas and storytelling, while his move into filmmaking demonstrates another way of applying those creative instincts. The Ramat milestone reinforces the impression of a practitioner willing to test his abilities in new arenas rather than remain confined to a single professional label.

More importantly, the film illustrates the value of holding on to an idea until its purpose becomes clear. Babaeko preserved a memory for years before finding a medium through which he could share it. That persistence transformed a private experience into a creative project with the potential to resonate with people beyond his immediate world.

For a professional whose work revolves around helping brands communicate meaning, the process carries a particular significance. A strong brand depends not only on visibility but also on a clear promise, consistent values and the ability to create emotional connections. His creative identity similarly draws strength from his willingness to explore stories with personal meaning and give them a form audiences can experience.

Although the AFRIFF selection marks an important milestone, it should not automatically be interpreted as his first involvement in filmmaking. Rather, it represents a new chapter in a creative journey that continues to cross professional boundaries, with Ramat bringing his storytelling ambitions into sharper public view.

He also credited the team whose work helped turn his memory into a film. Actors Gbubemi Ejeye, Samuel Adebola and Durotimi Okutagidi took on the task of bringing the story’s characters and emotional weight to life. He reserved particular praise for Nora Oreoluwa Awolowo, the director of photography, whose visual interpretation helped translate the story’s unspoken emotions into images. He said Awolowo understood the feeling behind the film, allowing the cinematography to communicate elements that words alone could not fully express.

He also acknowledged Oluwabukola Makinde and Zero Degrees, Seun Akinseloyin, Josh Borrill and the wider production team for their contributions and commitment throughout the process.

For the X3M Ideas’s CEO, AFRIFF represents more than another screening opportunity. He described the festival as a homecoming, offering a platform for a Nigerian story made by Nigerian creatives to stand alongside works from across Africa. The film is scheduled to screen in November, with further details expected.

The significance of Ramat extends beyond the festival invitation itself. Its journey from a childhood memory to a completed film highlights the relationship between patience, creative conviction and execution. It also shows how an idea can remain relevant over time when its creator continues to recognise its meaning and eventually finds the right form to express it.

As the film prepares to reach audiences, the creative guru, cum film dirctor’s latest accomplishment strengthens his reputation as a creative professional whose interests and capabilities extend beyond conventional advertising boundaries. His work in filmmaking may still be developing, but Ramat offers a strong indication of what can happen when a seasoned creative mind applies its craft to a personal story.

The director’s declaration that he is no longer waiting in the wings captures the moment’s spirit. With Ramat heading to AFRIFF 2026, Babaeko is stepping further into filmmaking, bringing with him the discipline of advertising, a longstanding memory and the determination to turn an idea into a story ready to be seen.